General Manager -Product & Marketing

Organization: TATA Starbucks Private Ltd.

Department: Marketing & Category
Job Title: General Manager -Product & Marketing

Band: General Manager
Reporting to: Chief Operating Officer

Location: Mumbai

Job Mission
Do you want to work in the heart and soul of Tata Starbucks in India? Marketing & Category team at Tata Starbucks are responsible for efficient product management & developing and executing the overall communication & marketing strategy for the brand. Being the leader of this team, your responsibility is to grow the brand of Starbucks in India through efficient product & 360-degree marketing management.
Summary of Key Responsibilities
• Brand custodian for Starbucks in India: You would be the one nurturing and growing the brand in India. You would ensure the right positioning and messaging across all channels for the brand.
• Understand the business: You will have a firm grasp on product category metrics and forecast methodologies. You will spot the story in business trends, knowing the difference between data, fact, and insight.
• Lead and drive annual strategic marketing plans and promotional campaigns: You will conceptualize and execute the key brand campaigns to elevate brand visibility, drive brand equity and maximize sales opportunities. You will manage the marketing budget and all marketing activities for India (Above the line, below the line, PR, Media, Social and Digital- except Loyalty and Delivery channels.
• Deep insights into customers and their behavior across different cities and store formats: You will leverage these insights to develop the overall communication approach for the brand and sliced across cities and consumer segments.
• Develop & execute the annual product growth strategies: You would manage the entire product category and lead innovation that delivers on customer needs and drives business growth.
• Leverage customer and market understanding to recommend the optimum product range, positioning, selling points, merchandising & packaging solutions, store assortment as well as pricing strategies for each category.
• Custodian of overall pricing approach and margin profile of the category.
• Identify and evaluate commercial opportunities & new products based on brand fit, financial viability, and operational efficiency.
• Leverage consumer insights and analysis to drive better effectiveness and efficiency through consumer research and other activities.
• Competition and market analysis for the category that includes pricing and activities.
Context/ Scope of the position on various dimensions:
I. Market Complexity- The Starbucks brand was launched in the country 10 years back. The café market is highly competitive with large, organized players on one end and multiple boutique stores on the other. There are large domestic players, as well as the other MNC brands.
II. Leadership Responsibilities - Will report to chief Operating Officer. Will require to work extensively with other functions and teams. Would need to have below skills:
i. Fly at different altitudes: You will move seamlessly from a high-level strategic discussion about marketing and category to a meeting about inventory levels, pricing details, store displays. Ability to zoom in to finer details and zoom out to the overall strategic themes would be critical.
ii. Solve complex problems: You will identify gaps in knowledge, draw out themes in insights, and develop and execute a phased action plan by distilling and prioritizing ideas into executable tactics.
iii. Think creatively: Innovation, understanding of latest and ever-changing consumer trends would be critical to grow the brand.
iv. Think on your feet: You will thrive in a dynamic environment, willing and able to respond to the critical issue of the day while also keeping your eye on the horizon, anticipating and planning for the future.
v. Drive a diverse team: You will be a leader, of multiple sub teams ranging from the Product team to the brand team to the Local store marketing team; thereby ensuring best synergies are drawn out towards the common objective.
III. Cross-Functional Collaboration – Internal and external agencies
Internal:
Actively collaborate with other members from Product & Marketing and other functions to conceptualize and implement all rounded marketing and category approach. Working with Retail Operations, Finance, Supply Chain, Technology, Business Development, Digital Customer Experience team and Partner resources team would be critical.
External:
Actively collaborate with event, media, and creative agencies to implement strategic marketing initiatives.
Qualifications
• MBA (Specialization In Marketing) with 6/ 7 years of experience either in agencies or in brand marketing (consumer facing company)
• MBA from tier 1 institute preferred.
• Industry preference: FMCG / Consumer Goods / Retail
Required Knowledge, Skills and Abilities
• Ability to think strategically.
• Strong analytical mindset.
• Strong grip on latest consumer trends. Good understanding of how social media runs.
• Media buying and evaluation skills.
• Robust product management skills.
• Must be able to work in a matrix environment, able to collaborate cross functionally, and be a strong team player.
• Should be brilliant in execution.
• Multiple projects handling
• Ability to communicate clearly and concisely, both verbally and in writing
• Ability to work both independently and as part of a team.
• Strong organizational and problem-solving abilities.
• Functions effectively with ambiguity
All TATA Starbucks Job Descriptions are confidential and proprietary and are to be handled in accordance with the TATA Starbucks Standards of Business Conduct. Accordingly, job descriptions cannot be shared with individuals outside of the company without the written permission of the director partner resources, TATA Starbucks