Location -Bangalore Business Scope Regional business responsibility with material volume and revenue impact Responsibilities Drive the frontline marketing agenda across assigned regions This role is responsible for generating and growing consumer demand in the markets by working in close alliance with INSWA central marketing teams and bottling partners Strong marketing leadership should translate into clear business impact with key outcomes including volume revenueand share growth Gain deep consumer and shopper understanding through data analysis market immersion first-hand consumer interactions and stakeholder engagement Develop a strong grasp of business performance and its underlying drivers at a market and execution level Work in partnership with central brand teams to conceptualise and execute marketing campaigns required to deliver brand and business objectives in the markets Provide inputs into portfolio and brand plans including activities calendars and execution of allocated DME while also identifying new growth and activation opportunities Manage portfolio trade-offs and drive aligned prioritisation across brands and categories Maximise the impact of marketing investments while minimising waste through strong system alignment and end-to-end integration Drive bottler alignment on the marketing agenda including portfolio priorities and category brand strategies Co-own plans covering objectives DME investments success metrics activity calendars innovation launches and IMX campaigns in partnership with network teams Oversee localisation and real-time amplification of IMX campaigns within assigned markets providing structured inputs to central brand and IMX teams Stay abreast of emerging marketplace trends and ensure marketing plans remain responsive to evolving consumer and channel dynamics Lead local brand activation including point-of-sale activations promotions experiential marketing and events leveraging available marketing assets in coordination with bottlers and partners Maintain strong field connectivity and establish governance protocols to ensure disciplined high-quality execution of marketing programs Lead coach and develop a team of Front-Line Marketers Provide regular guidance remove execution barriers build capability and drive performance This role is accountable for team culture engagement and leadership effectiveness Support system processes and operating cadences to ensure well-planned and well-executed integrated marketing programs Define clear business and brand success metrics for marketing interventions track performance rigorously and feed forward learnings to improve future programs Support Long Range Planning LRP and Annual Business Planning ABP through identification and articulation of region-specific growth levers co-created and aligned with the broader system Work with central team on media planning and media matrix Core Accountabilities OKRs - 1 KNOW - Category Consumer Market Leadership 25 Key Responsibilities Build deep understanding of category dynamics consumer needs shopper behavior and channel economics across assigned regions Track competitive activity white spaces and emerging occasions using internal and external data BEACH HHP Media FMCG benchmarks Establish clarity on portfolio roles category growth drivers and execution barriers Translate insights into clear actionable category hypotheses that shape planning innovation and activation choices Success Measures Regular high-quality category and market performance reviews volume share mix penetration execution health At least one material category-led insight per quarter influencing plans or execution 2 DO - Execution Excellence Governance 35 Key Responsibilities Own and drive the Regional IQ Marketing Calendar with a category-first lens creation alignment execution tracking and post-review discipline Translate central category and IMX strategies into sharply prioritised local activation plans across channels formats and price tiers Drive strong localisation and amplification of IMX campaigns in close partnership with central teams and bottlers Lead portfolio and activity prioritisation to maximise impact and minimise fragmentation or wasted spend Establish robust execution governance including post-activity reviews and continuous improvement loops Success Measures On-time high-quality execution of aligned category programs Clear reduction in execution gaps overlaps and portfolio conflicts Robust feedback from Category IMX Franchise and Bottler stakeholders 3 SHAPE - System Category Agenda Leadership 25 Key Responsibilities Serve as the primary regional marketing interface for Independent Bottlers across category operations and system partners Influence category strategy inputs innovation choices and activation priorities by bringing strong local context and growth opportunities Lead category pilots innovation tests and learning agendas with central teams and bottlers Feed forward market insights into LRP ABP and Business Planning cycles Build confidence in OU marketing through clarity responsiveness and strong category leadership Success Measures High alignment between IQ calendars and category priorities Quality and impact of regional inputs into planning cycles Timely resolution of category and execution-related issues 4 LEAD - Capability People Leadership 15 Key Responsibilities Lead coach and develop a team of Front-Line Marketers with strong emphasis on category thinking planning rigor and execution excellence Build and scale bottler marketing capability embedding consistent ways of working and best practices Enable seamless collaboration between regional FLMs and central Category IMX teams Remove barriers simplify processes and drive system-wide consistency Role-model strong leadership engagement and culture across the FLM community Success Measures Measurable uplift in category fluency and planning quality Strong engagement and capability indicators across teams Consistent delivery against both central and regional priorities Key Success Parameters Experience Overall work experience of 12years Strong marketing integrated ops leadership and people management experience Hands-on experience in marketing activation and execution Solid business and commercial acumen Experience working in cross-functional and cross-geographical environments preferred Work Focus Ability to provide nuanced market-level inputs into marketing strategy and plans e g consumer and shopper insights Ability to build strong relationships with key stakeholders Category IMX Operations Bottler teams and drive alignment on the marketing agenda Strong coordination capability across calendars resources and metrics for local activation Ability to identify needs for campaign localisation or customisation Proven ability to lead empowered high-performing teams Communication Focus Frequent interaction with OU Front Line Marketing leadership Head of Marketing Category teams IMX teams Franchise leadership and C CL teams Regular engagement with bottlers and external partners including customers and agencies Annual Incentive Reference Value Percentage 30 Annual Incentive reference value is a market-based competitive value for your role It falls in the middle of the range for your role indicating performance at target