Lead- Brand Marketing

Pernod Ricard • Full-time • Gurgaon, Haryana, India • 1d ago

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.

KEY RESPONSIBILITIES

Brand Planning & Execution

Participate in creation of long- & short-term brand strategy to define the brand executions plans.

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.

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.

Collaborate with creative and media agencies to deliver high-impact communication.

Ensure seamless execution from concept to launch while adhering to brand guidelines and budgets.

. 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

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 insights.

5. Agency & Stakeholder Management

Manage creative, media, digital, PR, and activation agencies to ensure excellence in execution.

Work closely with centers of excellence in market in complete harmony to ensure 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)

6. Budget & Compliance Management

Plan, track, and optimize marketing budgets to ensure cost efficiency and ROI.

Ensure all brand activities comply with regulatory guidelines governing alcobev advertising in India.

Maintain adherence to internal governance and approval processes.

7. 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

Sales – 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

Brand equity and awareness metrics

Market share and volume/value growth

Effectiveness of ATL and BTL campaigns

ROI on marketing investments

Quality and timeliness of campaign execution

Strength and consistency of brand presence across channels

Compliance with regulatory and corporate guidelines

Success of new launches and brand extensions

JOB REQUIREMENTS

QUALIFICATIONS:

Post Graduate in Marketing Management from a Premier B School

EXPERIENCE:

6-8 Years of total experience with minimum 3-4 years of experience as Brand Manager independently managing a product/ brand Portfolio.

Should have experience in managing brand activity in media & digital space

Prior work experience with FMCG Industry is mandatory

1-2 Years of sales experience would be a great plus

Should have experience in managing brand activity in the Digital Space

Experience of independently handling business line to generate top line growth and drive cost efficiency will be an added advantage.

Strong in Ideation, strategic thinking and 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 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

Proactively participate in projects that involve change.

Translates objectives into tactical action plan.

Understand various business areas and functions at PR, and effectively builds internal relationship as well as external.

Entrepreneurship

Propose new ideas, methods on improving the brand performance.

With a positive attitude encourages team to support an idea/project.

Influences others to gain support for an idea or cause

Result orientation

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

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

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

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

Live the values

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

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

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

Displays enthusiasm and values the contribution of each employee to the

success of the Pernod Ricard

Strong interpersonal skills

People Development

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

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

Team Management

Inspire team members to take decision and guide, support them.

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

FUNCTIONAL COMPETENCIES:

Analytical Skills

Translate complex data/information into clear insights.

Propose alternative, draw articulated conclusion and build comprehensive action plan to have decisive impact on the organization.

Innovation

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

Co-ordinate across departments to deliver the ‘innovation project’

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

Project Management

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

Sell these projects to the stakeholders.

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

Brand Leadership

Advocates and persuades the brand vision and crusade.

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