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Senior Manager Brand Management

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Date: 22-Feb-2019

Location: MUM-KND-AFS(FD), IN

Company: Mahindra & Mahindra Limited

Job Purpose:

This is a national Brand Management role, which manages brands and delivers Market Share growth of brands through effective brand plans and implementation across dealer network.

Key Accountabilities:

          Develop, maintain and implement the Brand Plans covering:

  • Customer segmentation, competition analysis, brand budget planning
  • Plans alignment with current strategic business directions
  • Implementation plan of brand plans - Work closely with the Sales team to ensure that all marketing activities are adequately reflected in sales


Price benchmarking with competition and translating the competitor price positioning in the brand maps and marketing plans; State lever price benchmarking to incorporate local elements and ensure that product is positioned competitively for consumers and channel both


Managing and ensuring a healthy Product Portfolio for brands


Integrated marketing communications plan, including Marketing calendar in close coordination with Agencies, Product Management, Sales team

  • Knowledge of ATL & BTL media and how to use it in brand plans
  • Briefing the agency; Evaluation of creative
  • Local adaptations of brand materials as per regional needs


Brand Reviews to strengthen strategic alignments for product/brand growth

  • Ensure all marketing activities are evaluated in terms of return on investment (ROI) and a detailed review is carried out post activities


Brand activations with result-orientation and time and cost ownership

  • Developing Execution Plan with Roles & responsibilities
  • Timeline adherence to execute on-ground plans
  • Monitoring and publishing dashboard for all ongoing activities


Innovative marketing solutions to deliver higher impact

  • Identify new platforms for engaging with the customers
  • Business case for pilot project & experiment
  • Pilot implementation, Learning, Preparing PDCA and scaling up for all India use



Drive market research for brands with research team

  • Briefing the Research Head
  • Interaction with the Research team
  • Field visit with the Research team
  • Aligning actions based on research


Direct touch with Customer, channel contacts for first hand analysis and implementation of strategies; Generating insights by regularly visiting markets and working with sales team, these insights would reflect in the brand plans and brand innovations


Key Expectation:                             


To be able to implement simultaneous activities and programs on time and on budget, producing the agreed top line growth and MS gain


Success in this role will require a close relationship with sales, product / technical team and key dealers. In addition, a thorough understanding of the external market and competitor activities is essential.


Experience and Qualifications:


  • Minimum 5 years of experience in Marketing / Sales with understanding of the appropriate marketing tools and principles


  • Strong interface / stakeholder management skills and proven ability to work with influence and lead diverse teams outside the line as well as delivering results through others.