Role & responsibilities
1. ATL Campaign Creation & Execution with Impact
Lead the development of high-impact Above-The-Line (ATL) campaigns across TV, OOH, radio, and cinema.
Drive creative strategy rooted in consumer insights, ensuring strong recall, distinctiveness, and emotional connect.
Partner with agencies to deliver breakthrough campaigns that translate into measurable brand and business outcomes.
Ensure flawless execution, timing campaigns around key consumption seasons and occasions.
2. Building and Strengthening Brand Equity
Define and drive long-term brand positioning, ensuring consistency across all consumer touchpoints.
Identify and invest in key brand equity drivers such as taste credentials, indulgence, innovation, and accessibility.
Track brand health metrics (awareness, consideration, preference) and translate insights into actionable strategies.
Lead innovation pipelines including new product development, formats, and flavors aligned with evolving consumer trends.
3. Media Strategy: Traditional & Digital
Design an integrated media strategy balancing reach (traditional media) and engagement (digital platforms).
Optimize media mix to maximize ROI, leveraging data, analytics, and consumer behavior insights.
Drive digital-first initiatives including social media, influencer marketing, performance campaigns, and e-commerce visibility.
Continuously experiment with new-age platforms and formats to stay culturally relevant and top-of-mind.
4. Strong Business Acumen
Own category growth strategy with a deep understanding of market dynamics, competition, and consumer segments.
Identify opportunities for expansion across geographies, channels, and consumption occasions.
Collaborate cross-functionally with sales, supply chain, and finance to ensure seamless execution of business plans.
Use data-driven decision-making to balance short-term performance with long-term brand building.
5. P&L; Ownership (Up to Margin Contribution)
Manage full P&L; for the category, including revenue, gross margin, marketing spends, and profitability.
Drive cost efficiencies without compromising brand equity or consumer experience.
Monitor pricing strategies, promotional effectiveness, and trade investments to optimize margins.
Ensure achievement of revenue, volume, and contribution targets.
6. Team Management & Development
Lead, mentor, and inspire a high-performing marketing and cross-functional team.
Build strong talent pipelines, fostering a culture of ownership, collaboration, and innovation.
Set clear goals, provide regular feedback, and enable team members to grow into leadership roles.
Encourage agile ways of working and accountability across projects.
7. Leadership Qualities
Demonstrate strong ownership, decisiveness, and resilience in a fast-paced setting.
Act as a strategic thinker with the ability to translate vision into execution.
Influence stakeholders across levels, including senior leadership, agencies, and external partners.
Champion consumer-centricity while balancing business priorities and operational realities.
Qualifications & Experience
10-15 years of experience in FMCG, preferably in foods, beverages, or frozen categories.
Proven track record in brand management, campaign execution, and P&L; ownership.
Experience managing large-scale campaigns and cross-functional teams.
Strong analytical mindset combined with creative thinking.
Preferred candidate profile
- Currently working as Senior Brand Manager / Category Lead / Category Head / Brand Head / Business Head / CBO
- Have worked on large brands on Brand Equity / campaign / Comms
- Have handled P&L; and worked on Revenue growth / Margin improvement / New Product Development and launches
- Business acumen, Data driven approach, Insight mining capability, Communication and Content view, media approach
- Have worked on large brands CPG brands
Interested candidates can send the resume on below email id:
[email protected]
📌 Category Head (Ahmedabad)
🏢 Vadilal
📍 Ahmedabad