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.
KEY RESPONSIBILITIES
Brand Planning & Execution
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Participate in creation of long- & short-term brand strategy to define the brand executions plans.
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Execute annual brand plans aligned with business objectives, ensuring timely and high-quality delivery.
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Translate brand strategy into actionable campaigns across ATL, BTL, and digital platforms.
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Ensure consistency in brand positioning, visual identity, and communication across all touchpoints.
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Monitor performance metrics and optimize initiatives to maximize ROI and brand impact.
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Maintain high consumer affinity and likeability for the brand(s) which gets reflected in brand equity scores
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Understand the consumer and shopper behavior to identify trends in the brand.
ATL Marketing & Brand Activations led by Brand Extensions
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Lead ATL campaigns & CEPs (consumer engagement programs) through surrogate advertising and brand extensions in line with regulatory frameworks.
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Manage the development of integrated campaigns across television, print, outdoor, digital, and OTT platforms.
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Collaborate with creative and media agencies to deliver high-impact communication.
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Ensure seamless execution from concept to launch while adhering to brand guidelines and budgets.
. BTL Marketing & Product Communication
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Drive on-ground activation toolkits focused on product communication and consumer engagement.
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Conceptualize and enable execution ready promotional formats, experiential marketing formats, and retail initiatives.
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Partner with sales and trade marketing teams to enhance L3F visibility (POS materials, visibility, merchandise) and influence purchase decisions.
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Activate the brand through brand education and advocacy – consumer, trade and internal
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Deploy merchandising and point-of-sale materials to strengthen brand presence.
Cross-Functional Collaboration
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Work closely with Sales, Trade Marketing, Supply Chain, Finance, Legal, and Corporate Affairs teams.
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Ensure alignment of marketing initiatives with distribution and commercial priorities.
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Support new product launches, limited editions, and innovations.
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Coordinate with regional teams for localized activations and market-specific insights.
5. Agency & Stakeholder Management
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Manage creative, media, digital, PR, and activation agencies to ensure excellence in execution.
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Work closely with centers of excellence in market in complete harmony to ensure best results.
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Evaluate agency performance and drive accountability against KPIs.
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Build strong relationships with internal and external stakeholders.
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Build, develop & maintain relationships with lifestyle influencers, key opinion leaders (online & offline) and key contacts in the trade (bar owners, mixologists, leading bartenders)
6. Budget & Compliance Management
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Plan, track, and optimize marketing budgets to ensure cost efficiency and ROI.
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Ensure all brand activities comply with regulatory guidelines governing alcobev advertising in India.
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Maintain adherence to internal governance and approval processes.
7. Market Intelligence & Performance Tracking
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Track brand health, consumer insights, and competitor activity.
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Analyze market trends to identify growth opportunities and risks.
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Monitor campaign effectiveness using data and analytics to inform future decisions.
KEY INTERFACE
INTERNAL
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Marketing - Regional marketing team and national trade marketing
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Sales – across region & channels, Travel retail, domestic and SAARC
EXTERNAL
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Influencers
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Opinion Leaders
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Marketing agencies – Advertising, Media, Public Relations and Event Management
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Market Research Agency
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Merchandising Company - Suppliers and Vendors
KEY PERFORMANCE INDEX
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Brand equity and awareness metrics
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Market share and volume/value growth
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Effectiveness of ATL and BTL campaigns
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ROI on marketing investments
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Quality and timeliness of campaign execution
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Strength and consistency of brand presence across channels
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Compliance with regulatory and corporate guidelines
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Success of new launches and brand extensions
JOB REQUIREMENTS
QUALIFICATIONS:
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Post Graduate in Marketing Management from a Premier B School
EXPERIENCE:
- 6-8 Years of total experience with minimum 3-4 years of experience as Brand Manager independently managing a product/ brand Portfolio.
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Should have experience in managing brand activity in media & digital space
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Prior work experience with FMCG Industry is mandatory
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1-2 Years of sales experience would be a great plus
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Should have experience in managing brand activity in the Digital Space
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Experience of independently handling business line to generate top line growth and drive cost efficiency will be an added advantage.
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Strong in Ideation, strategic thinking and ability to execute tasks independently
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Preferred Industries - premium brands in other liquor companies or other premium lifestyle, FMCG brands.
BEHAVIORAL COMPETENCIES
Very strong communication and Interpersonal Skills, as well as outstanding aptitude for time management-
Strong focus on prioritization - identifies critical activities to reach his/her goal and eliminates roadblocks
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Action and result oriented - steadfastly pushes self and others for results, proficiency in problem solving and ability to multitask
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Accountability and self -direction
LEADERSHIP COMPETENCIES:
Strategic Vision
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Proactively participate in projects that involve change.
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Translates objectives into tactical action plan.
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Understand various business areas and functions at PR, and effectively builds internal relationship as well as external.
Entrepreneurship
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Propose new ideas, methods on improving the brand performance.
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With a positive attitude encourages team to support an idea/project.
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Influences others to gain support for an idea or cause
Result orientation
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Assigns tasks and accountabilities to the relevant individuals for achieving results.
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Composed and works towards achieving individual goals with high performance standards in challenging environment.
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Displays a sense of urgency in accomplishing goals and takes corrective actions to ensure results
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Achieves own individual objectives, applying professional excellence standards and delivers high quality work
Live the values
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Maintain highest level of professional standard that are aligned with PR’s values, ethics and charter.
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Committed to CSR; encourages and establishes an environment of mutual trust by honest, straight forward and transparent communication within the team.
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Establishes a mutual trust environment by communicating in an honest, straight forward and transparent manner with colleagues at all levels
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Displays enthusiasm and values the contribution of each employee to the
success of the Pernod Ricard
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Strong interpersonal skills
People Development
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Give continuous feedback and encourage people to work outside their comfort zone and work as a mentor/coach.
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Educates himself/herself on the PR’s resources and processes.
Team Management
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Inspire team members to take decision and guide, support them.
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Encourages teamwork and facilitates the process of effective decision making amongst the team members.
FUNCTIONAL COMPETENCIES:
Analytical Skills
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Translate complex data/information into clear insights.
- Propose alternative, draw articulated conclusion and build comprehensive action plan to have decisive impact on the organization.
Innovation
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Translate consumer insight and business trends into ‘innovation projects’ to align with brand strategy.
- Co-ordinate across departments to deliver the ‘innovation project’
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Define KPI’s and analyse the ROI to assess the performance of the ‘innovation project’.
Project Management
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Ability to plan and organize complex and diverse tasks into small projects.
- Sell these projects to the stakeholders.
- Set KPI’s and monitor timelines, costs and project risks.
Brand Leadership
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Advocates and persuades the brand vision and crusade.
- Develops and validates the same for the local and regional brands, drawing on brand, consumer and market understanding in line with the Brand owner.
Creativity
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Ability to explore and generate new ideas to resolve problems and give a new perspective.
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Encourage creativity and champion new ideas and bring them to life by taking calculate risks.
Business Acumen
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Demonstrate good understanding of business environment, PR’s financial terms.
- Manage the A&P budget efficiently.
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Analyze relevant business criteria to define corrective action plans.
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Understand how P&L lever optimizes business performance.
Relationship Building
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Proactively communicate across departments and external stakeholders.
- Identify potential conflicts and resolves it.
- Proficient in dealing with people across levels as well as external stakeholders.
Media Planning
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Deep understanding on media with regard to strategy and planning
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Understanding of digital media
Job Posting End Date:
2026-06-16
Target Hire Date:
2026-10-31
Target End Date:
