The Product Manager will be responsible for developing and executing marketing and brand-building strategies to achieve top-line and bottom-line targets for the Hair Care category. The role includes market research, competitive analysis, marketing planning, and end-to-end development of the marketing mix to drive growth and brand equity.
Key Responsibilities
1. Target Achievement
- Ensure delivery of top-line and bottom-line targets by leading marketing planning, execution, and performance tracking.
- Support sales teams with category insights, product performance updates, and relevant marketing tools.
2. Agency Management
- Manage relationships with advertising agencies, media agencies, and market research partners.
- Ensure efficient and optimal use of agency resources to achieve brand and business objectives.
3. Market Research & Insights
- Identify market research needs and evaluate research proposals.
- Lead research execution and translate insights into actionable marketing initiatives.
- Conduct continuous tracking of category trends, consumer insights, and competitive landscape.
4. Marketing Analysis
- Perform primary and secondary sales data analysis to monitor product performance and business health.
- Track competitor activities, consumer behavior, media trends, and overall category profitability.
- Present findings and recommendations to support strategic decisions.
5. Marketing & Brand Strategy Development
- Create long-term and short-term brand strategies aligned with category goals.
- Build and execute incremental marketing plans to enhance brand awareness, equity, and product demand.
6. Development of Marketing Mix Elements
Lead the development and implementation of marketing mix components including:
- Communication Strategy: Advertising, creative development, and brand messaging.
- Promotional Planning: Consumer promotions, trade promotions, shopper marketing, and visibility initiatives.
- Media Planning: Coordination with media teams to execute effective media campaigns.
- Packaging: Oversee packaging development aligned with brand positioning and consumer expectations.
- Pricing: Support pricing decisions to balance competitiveness and profitability.
- Product Development: Work with cross-functional teams to manage innovation, renovations, and product rollouts.
Skills & Competencies
- Strong analytical and problem-solving skills
- Deep understanding of FMCG marketing and product life cycle
- Proficiency in market research tools and techniques
- Excellent communication, presentation, and stakeholder management abilities
- Ability to work with cross-functional teams (Sales, R&D, Supply Chain, Finance)
- Creativity with a strong commercial mindset
- Strong project management and multitasking abilities
