Category Marketing Executive

Position Title: Category Marketing Executive
Position Type: Regular - Full-Time
Position Location: New Delhi
Requisition ID: 32274
We are passionate about food. But we're even more passionate about our People!
Job title - Category Executive, FS
Company - McCain foods India
Location - Gurgaon, India
Job type - Full Time
Job description - As a Category Executive at McCain Foods Food Service B2B in India, candidate will be responsible for developing and executing strategic brand initiatives to strengthen McCain's presence in the food service industry. The ideal candidate must possess strategic vision, market insight, and a deep understanding of the B2B segment. They should demonstrate innovative thinking, collaborative leadership, excellent communication skills, and a results-driven approach to benefit brand-related projects and the business overall. The person will play a pivotal role in achieving and executing the strategic big bets necessary for bringing out the growth planned.
Key responsibilities
Leveraging and unleashing the power of SureCrisp brand:

• Ensuring Menu Branding : Implement SureCrisp branding across 2000+ outlets, ensuring adherence to brand guidelines.
• Expanding Reach : Expanding SureCrisp's reach by securing placements in an additional 1000 outlets, tapping into new markets and increasing accessibility through collaboration with commercial team and Trade marketing team.
• Meeting Volume Targets : Drive sales initiatives to meet volume targets, aiming for a substantial 15% YOY growth in SureCrisp brand, utilizing sales data, and market insights.
• Target Audience Identification: Conduct thorough market research to identify target demographics (TG), crafting tailored brand value propositions and communication toolkits for effective engagement across B2B and B2C channels.
• Brand Awareness Increase : Implement targeted marketing campaigns to boost brand awareness among the identified TG, aiming for a significant 30% increase through various channels and touchpoints
• Content Management : Curate and maintain a comprehensive repository of SureCrisp materials sourced globally, ensuring easy access and customizing the content for Indian Market
• Stakeholder Collaboration : Facilitate regular discussions with key stakeholders including the commercial team, agencies, trade marketing, and innovation teams to align strategies, analyze if course correction required and drive growth.
• Major End User Listing : Ensure inclusion of Sure Crisp listings in MEUs to enhance visibility and drive sales in key food service channels.

Executing P&B/FF Environment Strategy and Activations

• Research and Insights : Conduct in-depth research into the P&B and FF segments, gathering insights for strategic decision-making and campaign development.
• Brochure Creation : Develop brand brochures tailored for Pubs & Bars and Fast Food establishments, highlighting key offerings and value propositions.
• Sales Toolkit Design : Design and implement sales toolkits customized for targeting specific environments, equipping sales teams with the necessary resources and materials to drive conversions.
• Activation Strategy : Develop and execute activation strategies tailored for target environments, leveraging events, promotions, and partnerships to enhance brand visibility and engagement.
• Targets : Ensuring the MWOW IO Scorecard scale up from 1500+ in F24 to 5000+ in F25 through training and cross function team collaboration

Star Chef

• Research and Planning : Conduct comprehensive background research to inform the scaling up of Star Chef Season 3, identifying trends and opportunities for program enhancement.
• Restaurant Collaboration : Forge partnerships with over 500 restaurants to promote the Star Chef program, fostering collaborations to drive brand visibility and customer engagement.
• Collaboration with MWOW Chefs : Partner with MWOW chefs to amplify promotional efforts, leveraging their expertise and influence to enhance program reach and impact.
• Brand Image Elevation : Elevate the culinary image of McCain Foodservice in the industry by showcasing the talent and innovation associated with the Star Chef program.
• Tracking brand KPIs: Ensuring it reached to the right audience with 50% awareness by F25

Scaling up NPDs:

• Increasing the reach of NPDs (as per E3 numbers submitted)
• Ensuring the monthly discussion with the commercial and GTM team to scale the activations necessary to gain the proposed weighted distribution of the products

Conduct comprehensive premium Vs competitor research reports:

• Generate detailed research reports comparing premium products to competitors across seven to eight product categories in the top six cities. Analyze market trends, identify opportunities, and provide strategic insights to enhance McCain Foods' market positioning

Contribute to Monthly market share research:

• Collaborate on monthly market share research initiatives, ensuring timely and accurate reporting. Work closely with the research team to analyze data, identify growth areas, and provide actionable recommendations for maintaining and increasing market share

Effectively manage budget allocation:

• Demonstrate adept budget management, tracking expenses and ROI to maximize marketing impact. Monitor expenses (monthly, quarterly and annually)
• Should be able to optimize the marketing budgets to save 5% cost

Develop Comprehensive Agency Briefs, Oversee Content Development, and Manage Public Relations:

• Lead preparation of strategic agency briefs, drive creative content development, and manage impactful PR campaigns to enhance brand visibility and foster positive stakeholder relationships.

Apply Now if you are looking to be part of a flourishing and energetic environment! Join a recognized brand known throughout households across the globe!
McCain Foods is an equal opportunity employer. We see value in ensuring we have a diverse, antiracist, inclusive, merit-based, and equitable workplace. As a global family-owned company we are proud to reflect the diverse communities around the world in which we live and work. We recognize that diversity drives our creativity, resilience, and success and makes our business stronger.
McCain is an accessible employer. If you require an accommodation throughout the recruitment process (including alternate formats of materials or accessible meeting rooms), please let us know and we will work with you to meet your needs.
Your privacy is important to us. By submitting personal data or information to us, you agree this will be handled in accordance with the Global Employee Privacy Policy
Job Family: Sales
Division: India
Department: Marketing- India
Location(s): IN - India : Haryana : Gurgaon
Company: McCain Foods(India) P Ltd