**Location - Bangalore** **Business Scope** Regional business responsibility with material volume and revenue impact. **Responsibilities** + Drive the frontline marketing agenda across assigned regions. This role is responsible for generating and growing consumer demand in the markets by working in close alliance with INSWA central marketing teams and bottling partners. Strong marketing leadership should translate into clear business impact, with key outcomes including **volume, revenue and share growth** . + Gain deep consumer and shopper understanding through data analysis, market immersion, first-hand consumer interactions, and stakeholder engagement. Develop a strong grasp of business performance and its underlying drivers at a market and execution level. + Work in partnership with central brand teams to conceptualise and execute marketing campaigns required to deliver brand and business objectives in the markets. Provide inputs into portfolio and brand plans, including activities, calendars, and execution of allocated DME, while also identifying new growth and activation opportunities. + Manage portfolio trade-offs and drive aligned prioritisation across brands and categories. Maximise the impact of marketing investments while minimising waste through strong system alignment and end-to-end integration. + Drive bottler alignment on the marketing agenda, including portfolio priorities and category/brand strategies. Co-own plans covering objectives, DME investments, success metrics, activity calendars, innovation launches, and IMX campaigns in partnership with network teams. + Oversee localisation and real-time amplification of IMX campaigns within assigned markets, providing structured inputs to central brand and IMX teams. Stay abreast of emerging marketplace trends and ensure marketing plans remain responsive to evolving consumer and channel dynamics. + Lead local brand activation, including point-of-sale activations, promotions, experiential marketing, and events, leveraging available marketing assets in coordination with bottlers and partners. + Maintain strong field connectivity and establish governance protocols to ensure disciplined, high-quality execution of marketing programs. + Lead, coach, and develop a team of Front-Line Marketers. Provide regular guidance, remove execution barriers, build capability, and drive performance. This role is accountable for team culture, engagement, and leadership effectiveness. + Support system processes and operating cadences to ensure well-planned and well-executed integrated marketing programs. + Define clear business and brand success metrics for marketing interventions, track performance rigorously, and feed forward learnings to improve future programs. + Support Long Range Planning (LRP) and Annual Business Planning (ABP) through identification and articulation of region-specific growth levers, co-created and aligned with the broader system. + Work with central team on media planning and media matrix. **Core Accountabilities & OKRs** - **1. KNOW - Category, Consumer & Market Leadership (25%)** **Key Responsibilities** + Build deep understanding of **category dynamics, consumer needs, shopper behavior, and channel economics** across assigned regions + Track competitive activity, white spaces, and emerging occasions using internal and external data (BEACH, HHP, Media, FMCG benchmarks) + Establish clarity on **portfolio roles, category growth drivers, and execution barriers** + Translate insights into clear, actionable **category hypotheses** that shape planning, innovation, and activation choices **Success Measures** + Regular, high-quality category and market performance reviews (volume, share, mix, penetration, execution health) + At least **one material, category-led insight per quarter** influencing plans or execution **2. DO - Execution Excellence & Governance (35%)** **Key Responsibilities** + Own and drive the **Regional IQ Marketing Calendar** with a category-first lens-creation, alignment, execution, tracking, and post-review discipline + Translate central category and IMX strategies into **sharply prioritised local activation plans** across channels, formats, and price tiers + Drive strong **localisation and amplification of IMX campaigns** , in close partnership with central teams and bottlers + Lead portfolio and activity prioritisation to **maximise impact and minimise fragmentation or wasted spend** + Establish robust execution governance, including **post-activity reviews and continuous improvement loops** **Success Measures** + On-time, high-quality execution of aligned category programs + Clear reduction in execution gaps, overlaps, and portfolio conflicts + Strong feedback from Category, IMX, Franchise, and Bottler stakeholders **3. SHAPE - System & Category Agenda Leadership (25%)** **Key Responsibilities** + Serve as the **primary regional marketing interface** for Independent Bottlers across category, operations, and system partners + Influence **category strategy inputs, innovation choices, and activation priorities** by bringing strong local context and growth opportunities + Lead **category pilots, innovation tests, and learning agendas** with central teams and bottlers + Feed forward market insights into **LRP, ABP, and Business Planning cycles** + Build confidence in OU marketing through clarity, responsiveness, and strong category leadership **Success Measures** + High alignment between IQ calendars and category priorities + Quality and impact of regional inputs into planning cycles + Timely resolution of category and execution-related issues **4. LEAD - Capability & People Leadership (15%)** **Key Responsibilities** + Lead, coach, and develop a team of **Front-Line Marketers** , with strong emphasis on category thinking, planning rigor, and execution excellence + Build and scale **bottler marketing capability** , embedding consistent ways of working and best practices + Enable seamless collaboration between regional FLMs and central Category / IMX teams + Remove barriers, simplify processes, and drive system-wide consistency + Role-model strong leadership, engagement, and culture across the FLM community **Success Measures** + Measurable uplift in category fluency and planning quality + Strong engagement and capability indicators across teams + Consistent delivery against both central and regional priorities **Key Success Parameters** **Experience** + Overall work experience of **12 years +.** + Strong marketing/ integrated ops leadership and people management experience + Hands-on experience in marketing activation and execution + Solid business and commercial acumen + Experience working in cross-functional and cross-geographical environments preferred **Work Focus** + Ability to provide nuanced market-level inputs into marketing strategy and plans (e.g., consumer and shopper insights) + Ability to build strong relationships with key stakeholders (Category, IMX, Operations, Bottler teams) and drive alignment on the marketing agenda + Strong coordination capability across calendars, resources, and metrics for local activation + Ability to identify needs for campaign localisation or customisation + Proven ability to lead empowered, high-performing teams **Communication Focus** + Frequent interaction with OU Front Line Marketing leadership, Head of Marketing, Category teams, IMX teams, Franchise leadership, and C&CL teams + Regular engagement with bottlers and external partners, including customers and agencies Annual Incentive Reference Value Percentage:30 Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target. We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity and/or expression, status as a veteran, and basis of disability or any other federal, state or local protected class.