Director - Marketing, Soulfull

What are the Key Deliverables in this role ?

Financial Outcomes

• This role provides leadership in delivering the P&L for the Tata Soulfull business across cereals, millet-based foods, healthy snacks, and future adjacencies.

• Responsible for meeting committed revenue, gross margin, marketing spend, and net margin targets for the business.

• Lead business expansion through household penetration, frequency growth, premiumisation, and the development of new consumption occasions.

• Create and deploy the right channel and geography strategy for the Soulfull portfolio, identifying the key levers to accelerate scale and gain market share.

• Lead and provide strategic business and marketing direction to deliver long-term growth and in-year outcomes.

• Manage and optimise the portfolio, including SKUs, product variants, and innovation choices.

• Define and implement go-to-market strategies for driving long-term business growth, including ATL/BTL mix and budget, media mix, and launch, relaunch, and exit decisions.

• Strategize, develop, and drive media & digital marketing strategy for the business with set budget allocation.

• Drive appointment, management, and alignment of Creative, Media, PR, and other (BTL) agencies along with Brand Managers.

Customer Service:

• Use consumer and shopper insights on emerging nutrition, millet, breakfast, and wellness needs to identify growth opportunities and guide business and marketing choices across channels, SKUs, accounts, and locations.

• Identify big bets that can accelerate category development and build distinctive propositions that make healthy food tasty, convenient, and accessible.

• Build the business across E-commerce, Modern Trade, and emerging channels, while bringing new consumers into the Tata Soulfull franchise and expanding relevance across breakfast, snacking, and everyday nutrition occasions.

• In GT, increase penetration by driving awareness, availability, and the right portfolio-channel fit.

Internal Processes:

• Needs to play the role of Change Agent in a Salt first organization and must have the ability to influence multiple stakeholders in the TCPL ecosystem to drive growth for the category.

• Lead the team to re-engineer the value chain and actively lead opportunities to build efficiencies.

• Constantly explore new operational models to optimize costs and reduce supply chain costs.

• Anchor revenue and margin delivery through strong engagement with stakeholders across the value chain, from the backend comprising Procurement, Planning, Supply Chain, and 3P Production to front-end channel sales teams.

Innovation and Learning:

• This business requires strong commercial and marketing acumen to build categories, create demand, and scale efficiently in a dynamic health foods market.

• Develop innovative media and growth models to build salience, trial, and repeat for Tata Soulfull.

• Drive a high-performance culture and build the capability of the business and brand teams.

• Must shape and scale the large innovation platforms, as future runways for business; we need a lot of fast experimentation to be able to iterate what works. 

What are the Critical success factors for the Role ?

• Educational Qualification – MBA
• Overall minimum 9-10 years of experience in Sales and Marketing
• P&L handling – strong understanding of business, pricing & cost management
• Having Commercial Acumen prowess is critical and needs to be comfortable in data led decision making
• Ability to marshal resources and stakeholders towards business goals, demonstrated by prior experience in working closely with cross functional teams to jointly drive business KPIs
• Brand Management experience of at least 4-5 years
• Understanding consumer insights – study of syndicated reports and ad hoc research requitements 

What are the Desirable success factors for the Role ?

• Prior experience in working closely with cross functional teams & leading change
• New category development experience will be a plus