Senior Manager- Brand Marketing

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.

KEY RESPONSIBILITIES

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

• Track brand health, consumer insights, and competitor activity.
• Analyze market trends to identify growth opportunities and risks.
• Monitor campaign effectiveness using data and analytics to inform future decisions.

KEY INTERFACE

INTERNAL

• Marketing - Regional marketing team and national trade marketing
• Commercial – across region & channels, Travel Retail, domestic, and SAARC

EXTERNAL

• Influencers
• Opinion Leaders
• Marketing agencies – Advertising, Media, Public Relations, and Event Management
• Market Research Agency
• Merchandising Company - Suppliers and Vendors

KEY PERFORMANCE INDEX

Ø Brand equity and awareness metrics

Ø Market share and volume/value growth

Ø Effectiveness of ATL and BTL campaigns

Ø ROI on marketing investments

Ø Quality and timeliness of campaign execution

Ø Strength and consistency of brand presence across channels

Ø Compliance with regulatory and corporate guidelines

Ø Success of new launches and brand extensions

JOB REQUIREMENTS

QUALIFICATIONS:

• Postgraduate in Marketing Management from a Premier B School

EXPERIENCE: (Please specify in case there are any preferred industries):

• 
  8-10 Years of total experience with a minimum of 6 years of experience as Brand Manager, independently managing a product/ brand Portfolio.
• Prior work experience in brand management is mandatory – including media and digital
• 1-2 Years of sales experience would be a great plus
• Demonstrated ability to manage global-local brand dynamics and adapt international strategies to local markets.
• Experience working on international or premium/luxury brands with exposure to global stakeholders preferred.
• Should have experience in managing brand activity in the digital space
• Experience in independently handling a business line to generate top-line growth and drive cost efficiency will be an added advantage.
• Strong in Ideation, strategic thinking, and the ability to execute tasks independently
• 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 an outstanding aptitude for time management
• Strong focus on prioritization - identifies critical activities to reach his/her goal and eliminates roadblocks
• Action and result-oriented - steadfastly pushes self and others for results, proficiency in problem-solving, and ability to multitask
• Accountability and self-direction

LEADERSHIP COMPETENCIES:

Strategic Vision

Ø Proactively participate in projects that involve change.

Ø Translate objectives into a tactical action plan.

Ø Understanding various business areas and functions at PR and effectively builds internal relationships as well as external.

Entrepreneurship

Ø Propose new ideas and methods for improving brand performance.

Ø A positive attitude encourages the team to support an idea/project.

Ø Influences others to gain support for an idea or cause

Result orientation

Ø Assigns tasks and accountabilities to the relevant individuals for achieving results.

Ø Composed and works towards achieving individual goals with high performance standards in a challenging environment.

Ø Displays a sense of urgency in accomplishing goals and takes corrective actions to ensure results

Ø Achieves own individual objectives, applying professional excellence standards, and delivers high-quality work

Live the values

Ø Maintain the highest level of professional standards that are aligned with PR’s values, ethics, and charter.

Ø Committed to CSR; encourages and establishes an environment of mutual trust by honest, straightforward, and transparent communication within the team.

Ø Establishes a mutual trust environment by communicating in an honest, straight forward, and transparent manner with colleagues at all levels

Ø Displays enthusiasm and values the contribution of each employee to the

success of Pernod Ricard

Ø Strong interpersonal skills

People Development

Ø Give continuous feedback and encourage people to work outside their comfort zone and work as a mentor/coach.

Ø Educates himself/herself on the PR’s resources and processes.

Team Management

Ø Inspire team members to take decisions and guide them, support them.

Ø Encourages teamwork and facilitates the process of effective decision-making amongst the team members.

FUNCTIONAL COMPETENCIES:

Analytical Skills

Ø Translate complex data/information into clear insights.

Ø Propose alternatives, draw an articulated conclusion, and build a comprehensive action plan to have a decisive impact on the organization.

Innovation

Ø Translate consumer insight and business trends into innovation projects to align with brand strategy.

Ø Coordinate across departments to deliver the ‘innovation project.’

Ø Define KPI’s and analyse the ROI to assess the performance of the ‘innovation project’.

Project Management

Ø Ability to plan and organize complex and diverse tasks into small projects.

Ø Sell these projects to the stakeholders.

Ø Set KPI’s and monitor timelines, costs, and project risks.

Brand Leadership

Ø Advocates and persuades the brand vision and crusade.

Ø 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

Ø Ability to explore and generate new ideas to resolve problems and give a new perspective.

Ø Encourage creativity, champion new ideas, and bring them to life by taking calculated risks.

Business Acumen

Ø Demonstrate good understanding of the business environment, PR’s financial terms.

Ø Manage the A&P budget efficiently.

Ø Analyze relevant business criteria to define corrective action plans.

Ø Understand how P&L leverages optimize business performance.

Relationship Building

Ø Proactively communicate across departments and external stakeholders.

Ø Identify potential conflicts and resolve it.

Ø Proficient in dealing with people across levels as well as external stakeholders.

Media Planning

Ø Deep understanding of media about strategy and planning

Ø Understanding of digital media

Job Posting End Date:

2026-06-20

Target Hire Date:

2026-10-31

Target End Date: