Job Description

Location: Mumbai Maharashtra, India
Summary: The role is responsible for developing brand strategy, drive consumer demand with the objective of growing brand recall and market share for allocated brands, protect brand identity, increase operating profit, and maintain good brand health within the limits set by the organization. The role acts as a lead between different departments Sales, R&D, Operation & Finance arms of the organization on Marketing plans & innovations.
Major Duties/Responsibilities:
Brand Planning

• Develop brand marketing strategy and execution plans based on category strategy, annual budgets, overall sales, margins and market share targets, brand focus and present to supervisor
• Build annual brand portfolio growth plans to achieve the brand growth targets
• Develop optimal brands’ pack type, price and channel portfolio to meet consumer segmentation needs while achieving the profitability goals
• Interact with division and global category teams to discuss brand positioning, architecture, issues etc.
• Conduct in-depth analysis of market, consumer and customer analysis to derive data-driven actions to guide the brand marketing plan development and optimization
• Conduct ROI analysis to monitor, improve and deliver optimum DME efficiency.

Marketing Execution Leadership and Management

• Drive execution excellence by developing:
  • Concepts: develop, qualifies and implements insight-driven marketing ideas, concepts and innovations across all aspects of marketing mix
  • Advertising and Media: lead development and deployment of superior consumer communications across all advertising and media channels
  • In-store activations: drives superior in store merchandising, sampling and promotion programs to build winning in store impact and consumer off-take
  • Agency management: Manage the advertising, media, PR, and promotion agencies to derive superior business results
  • Product/packaging innovations: build and drive the continuous stream of product and packaging innovations to achieve sustainable growth for the brands
  • Relationship Building: Visit critical markets and key customers regularly to understand latest consumer behavior patterns for all allocated brands
• Initiate the PR / PO process by sharing request and required documents; Escalate in case of issues

Creative Communication

• Provide brief to the advertising agency for creatives, story board, celebrities to be used for endorsement, etc.for allocated brands; Seek inputs from Category Head, as required
• Share media plans for the brands and seek inputs from Category Head to ensure alignment with objectives
• Participate in reviewing and finalizing ad films jointly with Category Head

Business Analysis and Realization

• Conduct in-depth analysis of market, consumer and customer analysis to derive data-driven actions to guide the brand marketing plan development and optimization
• Conduct ROI analysis to monitor, improve and deliver optimum DME efficiency

Personal Capability Development

• Responsible and committed for the training and development plan for self
• Be the ‘owner’ for continuous growth under the supervision of the Category Head

Key KPIs:

• Brand P&L and performance
• Innovation Project Management
• Awareness and Trial metrics
• Brand Health

Minimum knowledge, skills and abilities required to successfully perform major duties/responsibilities:
Knowledge:

• Strong functional marketing expertise across brand communication, brand building / activation, consumer insights and new product development
• This role require leadership and communication skills across multiple business partners including global innovation, global brand teams, consumer insights, strategy, r&d, operations, packaging, design and external partners
• Good network knowledge in the business world specifically in the retail business – with customers, distributors, retailers, suppliers, advertising agencies, and other business partners

Skills:

• Strong thinking & problem solving capabilities
• Outstanding analytical abilities
• Highly develop ability to recognize market trends and organize information
• Excellent team player, team leader
• Demonstrated ability to be accountable for sales and income results and the success of initiatives
• Strong verbal and written communicator to wide breadth of audiences including senior management
• Skillful usage of Microsoft Office softwares in business document development and presentation, including Word, Excel and Powerpoint

Competencies:
Excellent Marketing skills Good knowledge on Brand Positioning, Brand Communication, Brand Building / Activation & New Product development / Innovation Consumer and market-oriented Demonstrate a breadth and depth of consumer / market place knowledge; demonstrate the ability to understand consumer / customer insight and attribute that to business decision making Excellent Project Management Identifies the processes, time and resources required to accomplish project tasks; prioritize steps and work tasks to enable efficient work flow; utilizes best practices to organize people and activities; measures results against key metrics; uses resources efficiently; able to deal with multi-tasks & perform under pressure Strong analytical & problem-solving skills. Uses a systematic process to solve difficult problems including gathering and examining information from a variety of sources; identifying the root cause of problems; drawing appropriate conclusions; generating viable solutions; and, weighing the pros and cons to arrive at a final decision. Good interpersonal skills Establishes and maintains constructive and effective relationships built upon trust. Uses diplomacy and tact to diffuse even high-tension situations. Works to find common ground and mutually beneficial solutions to conflicts. Relates well to all kinds of people, up, down and sideways, inside and outside the organization. Can represent his/her own interest and yet be fair to other groups. Viewed by others as a team player.
Minimum Education and Experience Requirements:
Education: MBA (Reputed Institute)
Experience: 6 to 10 yrs of experience in Brand Marketing From Global/Leading FMCG companies (Experience in food business preferred) Prior experience of working closely with sales/Retail teams; R&D/Supply chain & external agencies partners
The Hershey Company is an Equal Opportunity Employer. The policy of The Hershey Company is to extend opportunities to qualified applicants and employees on an equal basis regardless of an individual's race, color, gender, age, national origin, religion, citizenship status, marital status, sexual orientation, gender identity, transgender status, physical or mental disability, protected veteran status, genetic information, pregnancy, or any other categories protected by applicable federal, state or local laws.
The Hershey Company is an Equal Opportunity Employer - Minority/Female/Disabled/Protected Veterans If you require a reasonable accommodation as part of the application process, please contact the HR Service Center (askhr@hersheys.com).