Job Title

Key Deliverables in this role:Financial Outcomes:- Anchor the volume and revenue target delivery for the assigned categories (Organic Portfolio, Rollable Millets++ and new innovations planned on Digital patch extensions)- Create a future pipeline of products/categories which can become future growth engines for TCPL - lead the agenda for digital innovations by detailed benchmarking and spot the right categories to enter by looking at current TAM, growth potential, competition intensity, internal strengths, and profitability (these categories/innovations will be brand agnostic but specific to digital channels)- Monitor & ensure brand profitability including Gross Margins & MAPE through relevant price & cost interventions.- Design and implement Chanel Strategy for the portfolio (E com, MT, SAMT).- Lead, Plan and execute 100% marketing initiatives - all digital first.- Lead the thinking on performance marketing strategy on Ecommerce and work closely with Ecom team to deliver high ROI/ROAS- Own the channels for trial and discovery for entire foods portfolio [Partnerships with sampling platforms, reward redemptions etc]- Build avenues for growth for entire foods portfolio. Lead growth on self-serve platforms like CRED, Smytten, Jiomart, Healthkart++- Own Affiliate marketing as a channel and drive full-funnel marketing metrics for assigned brands on specific targeted channels basis business requirement- These are new categories and new brands - hence the incumbent needs to be really proficient in driving business as well as brand metrics- Consistently review the business model and reinvent it as the business size increases - review unit economics on Ecom, ROAS, Promo, COGS with economies of scale to optimize margins- Analyze the CAC, Repeats, Customer LTV and optimize spends/strategy to make all channels operationally profitable- Manage Risk : Most food categories are with low shelf life, plus there is no trendline/data for forecasting - this leaves 'value risk' on the table - hence marketing planning, liquidation ability is important incase decisions go south- Customer Service: Understand the consumer and identify actionable insights to grow diverse set of sub categories within multiple brands viz. Sampann, Tata Simply Better etc- Manage the 4 Ps - Product, Price, Promotion and Placement for the portfolio.- Be the voice of consumer and deliver strong consumer actionable insights & convert them into impactful trade and consumer activations/ initiatives to grow business metrics- Conduct analysis using internal & external reports/research and implement data driven brand initiatives.- Very strong understanding needed on digital marketing - understanding of creating personas/cohorts on digital and sharp shooting them - as it's a very high cost model - and we have very limited "burn" available - hence driving digital campaigns with precision- Create best in class CX on all brand touchpoints (on Ecom, CRED, Jiomart and other platforms) to ensure that we have a seamless consumer x brand interaction and flawless communication- Own the entire CRM piece for all channels wherever 1P data is available and maximize customer repeats across channels- Deliver best in class, clutter breaking creatives/comms to drive brand metrics (right from awareness to repeat). Since, this will be a digital heavy role - creative fatigue sets in easily and hence its imperative to create a bank of creatives for better customer experience- Partner with accounts along with Ecom team. Deep understanding of how different platforms work (viz. Amazon, Flipkart, Healthkart/dropship model etc.) and the levers to drive offtakes on those platformsInternal Processes:- Manage the backend complexity (right MOQs, shelf life) etc as most of the categories are new and hence volumes will be low which increases the risk of write-off. Its very important in this role to have a complete control on the entire value chain- Work closely with Sales & Supply Chain teams for seamless execution of the portfolio in market - ability to market the new categories portfolio within the TCPL Ecosystem is very critical for the success of these brands.- Work closely with R&D, Packaging, production & manufacturing team to develop pipeline for new categories, relevant SKUs/ variant extensions and develop stronger product claims.- Work with Consumer & Market Insight teams to monitor, analyses & evaluate market/consumer trends, competitor activity to identify new opportunities for the brand.- Monitor & influence demand forecasting and adapt plans as required.Effectively manage external interfaces (Advertising/Creative, Design, Media, Activation, Digital & PR agencies) by:- Ensuring sharp understanding of brand agenda & ensuring timely issuance of briefs.- Evaluate and enable deployment of relevant plans to achieve brand objectives.- Review plans on an ongoing basis (including spends) to adapt as required.Innovation & Learning:- Find Innovative ways of Marketing to develop right media mix model for smaller business to target right consumer cohorts:- Develop, deploy effective and efficient media model optimized on reach, frequency and cost.- Identify right market X channel X media approach given thin budgets- Drive consideration, advocacy by right consumer targeting on high affinity platforms- Deep understanding of how competition (mainly start-ups) operates & how do we leverage learning for scaling up smaller categories into 'future growth engines' for TCPLWhat are the Critical success factors for the Role:Educational Qualification :- Preferably an MBA with 5-7 years of experience in Digital Marketing- Strong experience in working on digital businesses' overall - from designing mixes, optimizing unit economics, to managing sales and media- Fully working knowledge of digital metrics to lead the thinking on how to track delivery of a digital business (including the backend working knowledge of Shopify/Drop Ship models/Marketplaces like Amazon & Flipkart)- Proven experience in building digital brands- Desirable success factors for the Role- Ideal if the person has done some work in building some brands/businesses on Digital. [if the person has seen the journey of 01 and 110/100]- Experience with a startup which has business skewed towards Ecom/Digital- Prior experience in FMCG/FMCD- Ability to collaborate, influence and to create impact with internal teams for business delivery