Associate Director - Brand Equity - Tata Salt

What are the Key Deliverables in this role?

Financial Outcomes:
Strategize, design and implement a robust brand program across product superiority, deepening equity and developing a new generation of salts, to be effectively implemented across different market types
Building Masterbrand architecture strategy on Salt
Crafting Positioning with Strong BCI - Build Brand Positioning Strategy and Brand Key.
Developing 360 Brand campaigns to drive Equity and Preference
Creating a multi-channel communication strategy for the Tata Salt master brand through product superiority, core brand thematic and purpose driven campaigns
Building Brand Purpose Platform - Advocacy around 100% Iodine Saksharta and Iodine awareness program
Developing 'Always On' Digital plan for a 12-month calendar
Deliver brand health metrics through the brand program with impactful and innovative communication plans
Creating Masterbrand Visual Identity and Packaging Re-design (evolutionary and revolutionary), Building Brand World based Visual Identity Playbook and Detailing Brand sensorial signature
Evolving & fine-tuning the Masterbrand strategy in line with category & competition landscape on an ongoing basis

Customer Service:
Building Claims toolkit - Building a ready toolbox backed with defendable evidance to support Scientific /Technical /Marketing Claims through Commissioned Studies - Kantar, Clinical, Retail, etc.
Proving superiority at Point of Sale - Strategizing, designing and implementing efficient and scalable superiority activation programs customizable for market type
Superiority communication across media touchpoints - TV, Digital Media, Packaging, BTL
Counterfeit action - Building Long term Action plan for countering counterfeit through education, legal action, Sales team training

Internal Processes:
Work together with Innovation Team for seamless takeover and incubation of New Brand initiatives/extensions in line with Masterbrand portfolio thinking.
Synchronize brand marketing plans and campaigns for harmonized and efficient deployment of plans across the Masterbrand
Work with Consumer & Market Insight teams to monitor, analyses & evaluate market/consumer trends, competitor activity to identify new opportunities for the Brand and Masterbrand communication.
Plan and execute the campaigns and projects in close partnership with stakeholders within the organization and external agencies/partners.
Effectively manage external interfaces (Research, Advertising/Creative, Design, Media, Activation, Digital & PR agencies)
Effectively manage internal interfaces such as salt brand team, insights team, R&D, legal & regulatory, shopper marketing and sales

Innovation and Learning
Build Masterbrand portfolio by Expanding user base with relevant, compelling extensions, innovations.
Develop Repository of Salt grades across price-points (VE, Solar, Pink, Rock,etc.)
Craft Masterbrand Extensions' mix across : Mass Masstige Premium range

What are the Critical success factors for the Role ?
Experience of core brand management in FMCG category, with handling of some significant brand campaigns
Educational Qualification - MBA (Major in Marketing preferred)
Experience - 8-10 years (Minimum 3 years in brand management/brand equity)
End to end exposure of creating a brand TVC and campaign planning.
Deep working knowledge of gathering consumer insights and deriving strategic execution-oriented insights
Commercial acumen to be able to efficiently manage the marketing & media budgets.
Understanding on how to navigate the brand world and closely working with agencies.

What are the Desirable success factors for the Role ?
Prior experience in working closely with cross functional teams to jointly drive business KPIs