Job Description

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

, revenue

and 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 Strong 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

1

2

years

+.

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.