Job Description

Role Objectives The Brand Manager will be responsible for building and growing topline & bottomline of the entire range of Kids-focused products in the Tata Soulfull portfolio, spanning across multiple categories like Breakfast Cereals, Sweet Snacking, Confectionery, Wafer Biscuits, Noodles & Pasta. The incumbent will be the custodian for the Ragi Bites Masterbrand across existing categories and new launch categories, responsible for driving the high-growth portfolio to a Rs. 250 Cr+ Masterbrand by FY\'26 at a CAGR of 100% over the next 3 years, through a robust mix of brand development & brand building charters. The role requires a strong candidate with robust brand marketing and business management experience, coupled with great people management, strategic thinking and bias for action skillsets. Own the revenue & profitability target delivery for all categories/ brands under the Ragi Bites master brand, by working closely with cross functional teams like Sales, Shopper Marketing, Finance, Media, PSO etc. to influence different levers in the P&L. Lead the overall P&L for the master brand. Custodian of the Kids TG for Tata Soulfull, demonstrating deep understanding of the consumer as well as multiple categories like Breakfast Cereals, Sweet Snacking, Confectionery, Wafer Biscuits, Noodles & Pasta. Drive thinking of new channels, premium products and differentiated GTMs for Kids portfolio. Deploy multi-category expertise to craft a simplified GTM strategy for all categories under Ragi Bites, in close collaboration with Shopper Marketing & Sales teams Deliver business growth by strengthening brand health metrics like awareness, consideration, trials, market share, SAH, penetration & distribution, in collaboration with Shopper Marketing, Sales, Consumer Insights & Media teams Independently lead brand strategy for Ragi Bites master brand, standardizing positioning, communication & assets across all sub-brands in line with master brand plank work in close collaboration with Creative Agency, Media buying agency & Media team to execute the brand strategy Lead the execution of Brand Tasks across 4Ps covering Packaging, POSM, ATL, Digital, PR, Activation & BTL with the support of Brand Executive Explore innovative avenues of trial generation like exciting promos & activations execute the same in a robust and cost-effective manner to unlock growth opportunities in the Kids TG, while bringing in synergies throughout the entire portfolio Work closely with the Innovation Lead on product, concept, business case, detailed GTM & launch plan development and marketing support for all new launches targeting Kids TG Work closely with R&D, Packaging, production & manufacturing team work on existing portfolio extensions for Ragi Bites master brand Build strong working relationships with peers, cross functional teams and groom reporting talents like Brand Executive Desired Candidate Profile/Experience 6-8 years\' experience in the FMCG industry, preferably in foods or personal care brands MBA in Marketing from a Tier-1 college Proven track record of building high-growth brands with multi-category exposure, GTM planning expertise, and strong understanding of communication development & media deployment Robust knowledge of market research tools like Nielsen & Brand Tracks, Brand Management, competitive analysis, and Digital Marketing Hands on experience in FMCG Sales preferred Great interpersonal, presentation and communication skills The Brand Manager will be responsible for building and growing topline & bottomline of the entire range of Kids-focused products in the Tata Soulfull portfolio, spanning across multiple categories like Breakfast Cereals, Sweet Snacking, Confectionery, Wafer Biscuits, Noodles & Pasta. The incumbent will be the custodian for the Ragi Bites Masterbrand across existing categories and new launch categories, responsible for driving the high-growth portfolio to a Rs. 250 Cr+ Masterbrand by FY\'26 at a CAGR of 100% over the next 3 years, through a robust mix of brand development & brand building charters. The role requires a strong candidate with robust brand marketing and business management experience, coupled with great people management, strategic thinking and bias for action skillsets.

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