Licious - Director - Brand Management - IIM/ISB/MDI/FMS

Job Description

- The meat & fish category in India has forever languished in the wet markets & black polythene bags in India. At the other end of the spectrum however is a deep,intimate & a viscerally connected relationship that the consumer shares with the category and its products.(think the fall of the bone Mutton Chops, Think the melt in mouth Tandoori Tangdi or the curiously intimate way to devour a crab )This relationship & the significant gap in the product/shopping experience of Indias wet markets lends a potential opportunity to build a highly loved brand that can stay relevant and immortal for years to come.- The incumbent candidate has the opportunity to shape the food choices of the next generation of India by building an iconic brand that champions the category creation as a category leader by representing the consumer & the ecosystem in an unabashedly proud manner.- The D2C nature of the brand will mean that the brand leader will have at her/his disposal a treasure trove of rich consumer insights basing various dimensions giving a unique opportunity to craft a consumer backward brand using technology.Responsibilities : - Own, Challenge, Sharpen, Hone & Evolve the brand communication strategy to build Licious into an iconic brand over the coming years.- Own customer and consumer understanding, identifying and harnessing their barriers and triggers to drive intended brand outcomes /key growth/consumer/funnel metrics in close partnership with the digital/growth/product TEAMs as a key input enabler.- Shape the brand vision & mission, and bring it alive effectively internally & nd to help build the brand as a significant competitive differentiation.- With brand as a key strategic competitive advantage, he/she should be able to bring greater efficiency across all business/consumer metrics in medium to long term (loyalty, conversion, CAC, organic traffic, followership, content engagement etc)- Develop customer segmentation and drive marketing plans to grow different segments through customer lifecycle of acquisition, engagement, retention, and- Work closely with the growth/product TEAMs to help make data /insights actionable by segmenting the consumer data basis usage, attitude, preferences etc to drive transactions or any other key user journey metrics across the funnel (online & offline)- Play a key role in Liciouss journey as an omnipresent (online & offline) brand by ensuring a cohesive multi-channel strategy.- Work with cross-functional teams including the category, digital marketing & technology teams, to define, drive, and launch improvements/additions to the consumer experience through UI/UX(tech product),Consumer product, pricing, packaging, promotion or any other relevant measures- Plan, conceptualise, develop, & execute brand campaigns with internal as well as external media planning & buying teams.- Budget for these campaigns, monitor spending, measure the success, and derive data-based actionable insights.- Drive engagement across consumer touchpoints on owned & non owned assets to drive brand love.- Develop, test, and execute aggressive multi-channel marketing plans to drive customer acquisition and retention.- Manage a TEAM of brand manager, consumer insights and /or creative TEAM (basing acumen & experience) along with managing external agency partners to drive synergy and business results.Desired Candidate :- Wears his/her Passion for Meat on her/his sleeve- Dreamy eyed - someone who is curious and enjoys being challenged & breaking new ground- Data driven with strong first principles understanding of brand building and consumer psychology.- Ownership Mindset, willingness & demonstrated ability to do more with less to drive results.- An ideas person with the ability to combine right & left brain tasks to think analytically, track meticulously & execute practically- Experience - 10 yrs. in crafting & building product brands with stints across traditional FMCG as well as ecommerce brands. A short stint in field sales will be an added advantage.- MBA in marketing (preferably from a premier institute),

Keyskills :
field salesmedia planningbrand buildingbrand campaignsdigital marketingconsumer insightsbrand communicationaustralian equitiesspectrum management