Senior Director, Marketing - Emerging Categories

The Emerging Category lead will be responsible to continue to establish our presence in key strategic multi-billion-dollar global category in India where we are currently not playing in the overall beverage landscape. The Lead will be responsible for charting out the long-term strategy, the business plan and the entire blueprint for the launch into this category over the coming years in close collaboration with the with Global Category team and the INSWA cross functional team. Approaching with a challenger and entrepreneurial mindset, the person will be responsible for a disruptive marketing plan that will help TCCC to help carve out a clear differentiated proposition in this category. 

The role reports into the Vice President of Marketing for the INSWA OU and has a direct team responsibility of 3 associates. 

Focus, Scope, & Impact: 

• Leads development of annual and multi-year brand growth strategies and business plans for INSWA OU in the new category, working closely with the Global Category Lead. Develops a clear end-to-end business plan for the launch into the segment, ensuring attractive revenue growth and strong system margins 

• Partners with internal (Global Category, R&D, Supply Chain, Commercial, Zones) and external (e.g. customers, bottlers, suppliers) stakeholders to develop a winning product proposition supported with packaging and programs to meet consumer needs, deliver against brand strategies and drive System value/business objectives 

• Drives commercialisation of brand positioning, innovation, consumer communications/messaging and shopper marketing to deliver brand objectives via clear direction/guidance and effective resource allocation decisions 

• Develop and communicate written briefs for use by agencies or suppliers (e.g., creative, advertising, packaging, product development, media, consumer promotions, merchandising, licensed or speciality merchandise, etc.) to direct their work activities to generate concepts for effective execution 

KEY SUCCESS PARAMETERS 

Experience 

12+ years of experience in brand management and/or marketing in a leading global / Indian FMCG company.  Experience in an emerging category is an added advantage. 

Communication Focus 

• Role frequently leads communications with both internal (e.g. global brand, Commercial, Supply Chain & Technical, customer/franchise teams) as well as external (e.g. bottler, customer, agency, supplier) partners 

• Interactions include sharing relevant information on brand business plans, influencing others to take action in support, and negotiating components of said plans to enable desired outcomes 

• Role interacts frequently (daily) with constituents (internal and external) that may not have completely aligned interests/ objectives