Job Description

Tata Consumer Products Ltd. About the Job: Associate Director - Brand Equity, Tata Salt Function: Packaged Foods Location: Mumbai Reporting To: Vice President - Innovation Packaged Foods At Tata Consumer Products Ltd, we stand #Forbetter - Planet, Sourcing, Nutrition, Communities. And #ForBetter Opportunities -. Here\'s an exciting one! How does this Job align to our Strategy At the core of Tata Consumer Products- business approach lie six strategic pillars that serve as the foundation for its growth and success: Strengthening & Accelerating our Core Business, Driving Digital and Innovation, Unlocking Synergies, Creating a Future-Ready Organization, Exploring New Opportunities and Embedding Sustainability. This job opportunity closely aligns with some of our strategic pillars, which are Strengthening & Accelerating our Core Business and Exploring New opportunities . The role is responsible to strategize and execute the marketing strategy to build Tata Salt Master Brand leading to a higher brand recall amongst customers and improved demand of products under its umbrella. It involves bolstering and deepening the brand equity for the Tata Salt of tomorrow with a distinct brand essence and differentiated brand vision. The job at hand is essential to reclaim Product Superiority, Deepen Category leadership and also building the Next Gen of Salts by stretching the Tata Salt Masterbrand. CEO Where do you come in as Associate Director-Brand Equity, Tata Salt Vice President - Innovation This job is at N-3 level (N corresponds to CEO\'s level) Top dimensions: Geography : India Direct reports: - Complexity of the role: Bolster the flagship Masterbrand \'Tata Salt\' and deepen category leadership for the largest Packaged Foods brand at TCPL. Matrix Reports: - Type of Role : Individual Contributor Primary Stakeholders : Category & Innovation teams, External Creative and media agencies What are the Key Deliverables in this role Financial Outcomes: Strategize and implement a robust and detailed brand program across 18-24 month calendar across different market types. Developing and executing Brand campaigns to drive Equity and Preference. Creating a multi-channel communication strategy for the Tata Salt master brand Building Brand Purpose programs with government ministries, with medical fraternity to build awareness and adoption Developing Relaunch plans for the brand for next 18-24 months Customer Service: Building Claims toolkit - Building a ready toolbox backed with defensible evidence to support Scientific /Technical /Marketing Claims Internal Processes: Plan and execute the campaigns and projects in close partnership with stakeholders within the organization and external agencies/partners. Effectively manage external interfaces (Creative, Media, On-ground Activation and PR agencies) Effectively manage internal interfaces such as salt brand team, insights team, R&D, legal & regulatory, shopper marketing and sales What are the Critical success factors for the Role Experience of core brand management in FMCG category, with handling of some significant brand campaigns Educational Qualification - MBA (Major in Marketing preferred) Experience - 8-10 years (Ideally 3 years in brand management/brand equity) End to end exposure of creating a brand TVC and campaign planning - from brief to final creative editing and execution Commercial acumen to be able to efficiently manage the marketing & media budgets. Foresight for planning ahead and fortressing brand An attitude of Ownership and being self-driven to go beyond the brief and deliver brand equity and growth despite competitive or internal challenges. Flexibility and agility in adapting to changing business scenarios. What are the Desirable success factors for the Role Prior experience in working closely with cross functional teams to jointly drive business KPIs TCPL Growth Mindset and Behaviors We are obsessed about keeping Consumers & Customers first in our hearts - that\'s why we are here ! We are trailblazers in executing with Excellence - Together as One Team ! We take Ownership of our business -delivering value for our Stakeholders .. no Compromises ! We are Open to Continuously improving - Continuously innovating - For Better ! We live & breathe our Tata Code of Conduct About Us: At Tata Consumer, we stand \'For Better.\' Tata Consumer Products is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. Our brands embody our purpose of \'For Better \'through the value they deliver to consumers with a focus on innovation, health and wellness, convenience and premiumisation. The Company\'s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals. Our key brands include Tata Tea, Tetley, Eight O\'Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+, Tata Salt, Tata Sampann and Tata Soulfull. In India, Tata Consumer Products has a reach of over 200 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has a consolidated annual turnover of Rs. 13,783 Crs with operations in India and International markets. For more information please visit

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