Main Purpose of role:

To be the “Brand Owner” of assigned brands, championing them within the organisation, handling all aspects of brand strategy and execution. This role is responsible for managing the brand portfolio to ensure country Net Revenue and Profit targets are met or exceeded.

Key Responsibilities:

Own category/ brand strategy and develop marketing plans for India including product range selection, distribution strategy, advertising and promotional strategy, pricing strategy encapsulated in a TLP/ P&L in line with Hasbro financial expectations and manage margin delivery. Develop 360O local plans for all media (TV, print, social, and digital, including E-com marketing), consumer and retail promotions, events, in-store merchandising and PR.
• Manage brand A&P budgets
• Manage the delivery of key brand events during the year - both consumer events and retail launches – offline and online. Maximise retail participation/in store impact including feature wall and off-shelf requirements, and e-com store-in-store and marketing requirements
• Understand global brand toys and games (T&G) product plans. Select local product line from global line and align with regional and global priorities keeping in mind local relevance and customisations.
• Understand and leverage local product sourcing avenues and work with Hasbro India Sourcing and Operations teams on all new product opportunities.
• Create proactive collaboration with Hasbro entertainment and licensing team. Share marketing plans, and initiate licensing ideas. Understand licensing performance as part of the overall branded plan objectives. Ensure ‘One Voice’ execution for Hasbro brands across T&G and licensed consumer products.
• Maintain excellent relationships with licensors to execute joint marketing plans and assist with licensed brand plan and performance review presentations.
• Develop relationships with promotional partners that can enhance brand image by association and dollar stretch.
• Brief and work with local agencies on media (with Integrate Media Manager) and PR (with Communications Manager) and ensure execution of aligned plans. Watch out for and bring forth innovative new opportunities. Conduct post campaign analysis and competition analysis to learn from and course correct as required.
• Create sales pitch decks, and support customer engagement.
• Lead cross functional groups to ensure brand objectives are achieved, working closely with trade marketing, operations, sales and finance teams.

Skills/ Knowledge/Experience/ Qualification requirements:

• Masters in Business Administration with specialization in Marketing
• At least 6-7 years of brand/product/category/trade (customer) marketing experience in a sales & marketing environment
• Project management experience
• Experience in delivering effective plans, products and marketing communications programs as part of a team
• Experience in brand accountability –strong background in tracking and measuring brand performance, and taking prompt actions to raise brand profitability using the 4Ps
• Experience in digital marketing and marketing on e-com platforms
• Excellent verbal and written communication skills
o Ability to write and deliver effective presentations
• Ability to write effective & creative briefs with an ability to probe and challenge
• Ability to interpret a media plan
• Ability to evaluate effectiveness of plans and programmes
• Evidence of ability to persuade and influence (sell not tell)
• Situation analysis and problem-solving skills