Senior Manager- Brand Marketing

Responsibilities

• Brand Planning & Execution
• Participate in creation of long- & short-term brand strategy to define the brand executions plans.
• Execute annual brand plans aligned with business objectives, ensuring timely and high-quality delivery.
• Translate brand strategy into actionable campaigns across ATL, BTL, and digital platforms.
• Ensure consistency in brand positioning, visual identity, and communication across all touchpoints.
• Monitor performance metrics and optimize initiatives to maximize ROI and brand impact.
• Maintain high consumer affinity and likeability for the brand(s) which gets reflected in brand equity scores
• Understand the consumer and shopper behavior to identify trends in the brand.
• ATL Marketing & Brand Activations led by Brand Extensions
• Lead ATL campaigns & CEPs (consumer engagement programs) through surrogate advertising and brand extensions in line with regulatory frameworks.
• Manage the development of integrated campaigns across television, print, outdoor, digital, and OTT platforms.
• Collaborate with creative and media agencies to deliver high-impact communication.
• Ensure seamless execution from concept to launch while adhering to brand guidelines and budgets.
• . BTL Marketing & Product Communication
• Drive on-ground activation toolkits focused on product communication and consumer engagement.
• Conceptualize and enable execution ready promotional formats, experiential marketing formats, and retail initiatives.
• Partner with sales and trade marketing teams to enhance L3F visibility (POS materials, visibility, merchandise) and influence purchase decisions.
• Activate the brand through brand education and advocacy - consumer, trade and internal
• Deploy merchandising and point-of-sale materials to strengthen brand presence.
• Cross-Functional Collaboration
• Work closely with Sales, Trade Marketing, Supply Chain, Finance, Legal, and Corporate Affairs teams.
• Ensure alignment of marketing initiatives with distribution and commercial priorities.
• Support new product launches, limited editions, and innovations.
• Coordinate with regional teams for localized activations and market-specific insights.
• Agency & Stakeholder Management
• Manage creative, media, digital, PR, and activation agencies to ensure excellence in execution.
• Work closely with centers of excellence in market in complete harmony to ensure best results.
• Evaluate agency performance and drive accountability against KPIs.
• Build strong relationships with internal and external stakeholders.
• Build, develop & maintain relationships with lifestyle influencers, key opinion leaders (online & offline) and key contacts in the trade (bar owners, mixologists, leading bartenders)
• Budget & Compliance Management
• Plan, track, and optimize marketing budgets to ensure cost efficiency and ROI.
• Ensure all brand activities comply with regulatory guidelines governing alcobev advertising in India.
• Maintain adherence to internal governance and approval processes.
• Market Intelligence & Performance Tracking
• Track brand health, consumer insights, and competitor activity.
• Analyze market trends to identify growth opportunities and risks.
• Monitor campaign effectiveness using data and analytics to inform future decisions.
• KEY INTERFACE
• INTERNAL
• Marketing - Regional marketing team and national trade marketing
• Sales - across region & channels, Travel retail, domestic and SAARC
• EXTERNAL
• Influencers
• Opinion Leaders
• Marketing agencies - Advertising, Media, Public Relations and Event Management
• Market Research Agency
• Merchandising Company - Suppliers and Vendors
• KEY PERFORMANCE INDEX
• Brand equity and awareness metrics
• Market share and volume/value growth
• Effectiveness of ATL and BTL campaigns
• ROI on marketing investments
• Quality and timeliness of campaign execution
• Strength and consistency of brand presence across channels
• Compliance with regulatory and corporate guidelines
• Success of new launches and brand extensions
• JOB REQUIREMENTS

Requirements

• Post Graduate in Marketing Management from a Premier B School
• 6-8 Years of total experience with minimum 3-4 years of experience as Brand Manager independently managing a product/ brand Portfolio .
• Should have experience in managing brand activity in media & digital space
• Prior work experience with FMCG Industry is mandatory
• 1-2 Years of sales experience would be a great plus
• Should have experience in managing brand activity in the Digital Space
• Experience of independently handling business line t

Benefits

Additional Information

OVERALL PURPOSE OF THE JOB The Brand Manager will contribute to strategy formulation and play a pivotal role in translating brand vision into compelling marketplace actions that enhance equity, visibility, and growth. This role supports strategic brand development while primarily owning the end-to-end execution of ATL and BTL initiatives. The incumbent will ensure consistent brand storytelling, regulatory compliance, and impactful consumer engagement through innovative and effective marketing programs.

Your Match

How well this role fits your profile.

Company Intel

What employees say

Worked at pernodricard? Share your experience