Group Product Manager

Position Title: Group Product Manager

Function: Marketing

Reporting To: VP/AVP Marketing

Industry: FMCG

Key Responsibilities:

1. Brand Management

• Lead and manage assigned brands to drive sustainable growth in volume, NSV, and gross margin.
• Conduct consumer, trade, and competitive analysis to support the development of Brand Seed, Brand Pyramid, and Brand Proposition.
• Support long-term and short-term brand strategy formulation aligned with category and business objectives.

2. Consumer Promotions & Pricing

• Conceptualize and evaluate consumer promotion ideas; assess feasibility and impact.
• Coordinate with Central Planning, R&D, Technical, Legal, Purchase, and other stakeholders for approvals and execution.
• Gather competitive pricing data (including margins and schemes).
• Analyze impact of pricing changes on sales and profitability and propose pricing revisions to improve brand performance.

3. New Product Development (NPD)

• Develop concept notes and draft project charters with cross-functional teams.
• Define project plans and coordinate execution across assigned project members.
• Lead consumer validation and testing of concepts and samples.
• Coordinate with Legal on branding, claims, artwork, and statutory compliance.
• Ensure timely circulation of approved artworks, shade cards, and top covering sheets.
• Deliver new products that delight consumers while meeting company norms on cost, quality, and timelines.

4. Marketing Services & Communication

• Prepare annual and monthly activity calendars aligned with brand plans and budgets.
• Allocate marketing spends and manage A&SP budgets effectively.
• Create detailed briefs for media and creative agencies based on brand strategy.
• Review media plans, provide feedback, and ensure alignment with brand objectives.
• Coordinate execution of marketing activities and communicate plans to Sales with expected impact on volumes.
• Track campaign performance and ensure post-activity evaluation.

5. Market & Consumer Understanding

• Draft research briefs and questionnaires (QREs) for consumer and market research studies.
• Evaluate and approve research plans in line with objectives.
• Participate in research studies and analyze findings.
• Share actionable insights with R&D and other stakeholders to strengthen brand relevance and competitiveness.

6. Statutory & Legal Compliance

• Work closely with Legal to ensure compliance for consumer promotions, branding, claims, and contracts.
• Provide intent, scope, and necessary inputs for approvals.
• Ensure incorporation of IPRS and other statutory guidelines across marketing initiatives.

7. Planning, Forecasting & Budgeting

• Provide monthly sales forecast inputs to Central Planning based on brand activities.
• Lead annual sales and marketing budgeting for assigned brands.
• Analyze category growth trends and plan initiatives to achieve targeted growth.

8. Channel & Distributor Support

• Provide marketing inputs for distributor relationship programs.
• Support Terms of Trade planning aligned with brand strategy.
• Coordinate promotional planning to support trade and channel effectiveness.

9. Performance & Process Management

• Define KRAs in alignment with business goals and review with reporting manager.
• Conduct self-assessments and support performance management processes.
• Manage brand-related portal content and ensure timely updates.

Educational Qualification

• MBA with specialization in Marketing preferably from a premier B-School.

Experience

• Minimum 8 to 10 years of experience in Brand / Product Management within an FMCG organisation.