Brand Planning & Execution - Participate in the creation of long- & short-term brand strategy to define the brand execution plans.
o Translate global brand strategy, campaigns, and assets into locally relevant executions while preserving core brand codes and equity.
o Adapt global toolkits and guidelines to suit local cultural nuances, media consumption habits, and regulatory frameworks.
o Balance global consistency with local creativity to drive both brand distinctiveness and market impact
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.
Global Brand Stewardship
Act as the custodian of the brand in India, ensuring alignment with global brand positioning, codes, and long-term equity priorities.
Work closely with Global Brand Teams to align strategic priorities, campaign adaptation, and innovation pipelines.
Represent the Indian market in global forums, providing inputs on consumer insights, competitive landscape, and growth opportunities.
Lead local market readiness and execution for global innovations, limited editions, and special releases.
Provide market feedback to shape future global innovation pipelines.
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.
Leverage global campaign assets and storytelling frameworks to build strong surrogate and brand extension-led communication in India.
Collaborate with global teams to customize campaigns within regulatory boundaries while maintaining premium brand imagery
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
Cross-market exposure and influence Partner with regional and global stakeholders to ensure India's priorities are reflected in global plans and innovation roadmaps.
Collaborate across markets to share best practices and adopt scalable ideas.
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 insight
Agency & Stakeholder Management
Manage creative, media, digital, PR, and activation agencies to ensure excellence in execution.
Work closely with centers of excellence in the market in complete harmony to ensure the 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 alco-bev advertising in India.
Maintain adherence to internal governance and approval processes.
Market Intelligence & Performance Tracking
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Benefits
Vision insuranceEquity / stock options
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.
The role requires navigating the intersection of global brand stewardship and local market execution in a highly regulated environment.
Pernodricard · Gurugram, India