Associate Director - Brand Marketing

Overview

This role is responsible for driving the growth and profitability of Lay’s Core within the India Business Unit. It leads the development and execution of the brand’s strategic agenda, translating business goals into actionable plans across brand strategy, communication, packaging, activations and innovation. The role also leads the price-pack-channel architecture, ensuring agility and competitiveness in the market.

Responsibilities

• Catapult Lay’s to the next level of growth for the organization.
• Grow Lay’s bottom line with premium platform launches, timely productivity initiatives and by keeping a pulse on the market with timely pricing actions, along with pack price and channel play.
• Translate BU strategic goals into a robust AOP with clear brand and financial outcomes for the brand.
• Steer Lay’s volume and share growth in the Potato Chips (PC) category through breakthrough innovations, pricing interventions and channel-specific strategies.
• Lead key campaigns with 360° activations of scale and build Lay’s to reinforce Lay’s iconic and distinct brand identity.
  
  

• 10-12 years of brand experience especially in FMCG
• Strong negotiation skills; ability to work across hierarchies internally and externally
• MBA - Sales & Marketing
• Excellent project management skills
• Excellent communication and influencing skills
• Process oriented and having eye for detail
• Must be able to work across functional boundaries and within lots of uncertainty