Category/Brand Manager

The Category/Brand Marketing Manager will be responsible for driving growth, profitability, and market share of assigned product categories. This role requires a deep understanding of consumer behavior, market trends, and trade dynamics to develop and implement category strategies that strengthen brand equity and deliver business results. The ideal candidate will combine strategic thinking with hands-on execution in brand building, innovation, and trade marketing.

Key Responsibilities

• Develop and execute category strategies aligned with company objectives and market opportunities.
• Analyze category performance, consumer insights, and competitive landscape to identify growth opportunities.
• Drive portfolio management including innovation, renovation, and SKU rationalization.
• Lead brand-building initiatives across assigned categories, ensuring strong brand positioning and equity.
• Develop integrated marketing campaigns (ATL, BTL, digital, and trade) to drive awareness, trial, and loyalty.
• Oversee packaging development and ensure alignment with brand and category guidelines.
• Collaborate with sales and trade marketing teams to create category-focused activation plans.
• Develop in-store visibility, promotional strategies, and channel-specific programs to maximize category performance.
• Monitor category performance by channel and recommend corrective actions.
• Work with R&D and Supply Chain to deliver successful product launches within time and budget.
• Lead cross-functional teams on new product introductions, including pricing, positioning, and go-to-market strategy.
• Evaluate product lifecycle and propose innovation or discontinuation strategies.
• Manage category P&L, ensuring profitability and ROI on marketing investments.
• Set and track KPIs including market share, brand equity, sales growth, and profitability.
• Present category updates, performance reviews, and recommendations to senior leadership.
• Develop deep, actionable insights on brand, competition, consumer usage and attitudes
• Assist in development of annual operating plans & way-forward category strategies basis consumer, trade, macro & micro economic insights
• Ensure annual brand calendar is in place in line with strategy for all key brands to ensure growth in relevant brand metrics
• Co-develop 360-degree plans comprising of communication, promotion, activation etc in line with aligned brand calendar for all key brands
• Co-develop and maintain Brand Architecture & Brand Pyramids for the assigned brands
• Ensure consistency of communication and adherence to the Brand Pyramids in various touchpoints
• Generate product innovation, renovation (DTV) ideas basis regular trade visits and consumer immersions, competition checks
• Drive NPD / DTV projects working in tandem with all relevant stakeholders
• Lead the stage-gate methodology for all NPD / DTV projects; Ensure a 12-month rolling rhythm chart

Requirements

• Degree in Marketing, Business Administration, or related field (MBA preferred).
• 5–10 years of experience in FMCG marketing, with at least 3 years in category or brand management.
• Strong knowledge of consumer insights, trade marketing, and FMCG distribution dynamics.
• Proven track record in delivering successful marketing campaigns and product launches.
• Excellent analytical, project management, and stakeholder management skills.
• Proficiency in MS Office and familiarity with marketing/market research tools.