Role: Prepare, lead, align and establish marketing Strategy to attain defined business objectives throughout the product categories (Beer, IMFL, Scotch, ISM & RTD Ensures a strong corporate and brand communication strategy is developed and leveraged to retain & recruit consumers for relevant portfolio of brands through awareness and demand generation programs that is top class, efficient and sustainable. Establishes and leads the marketing team that is connected with the consumer behaviour in channels and off the channel, consumption trends and enables design and development of programs and activities that are relevant and helps grow revenues and market share for the brands/portfolio. Prepares, aligns and manages brand activity calendar that is customer and consumer facing, manages marketing budget and tracks it's efficacies Work closely with Sales, trade marketing and key accounts team to plan and execute channel led programs and supports awareness and trial generation and tracks it's impact on business Takes a medium/long term views on brand activations and ensures ROI for the activations. Captures, reports and uses competitive and consumer behaviour information through market intelligence, research agencies and industry contacts Participate and represent the company in different marketing and category relevant exhibitions and seminars as is relevant Operationalizes all brand strategy through a plan and ensures the agreed plans are activated and performance tracked Is commercially inclined and is astute in terms of pricing, costs and contributions that brands make and keeps track of competitive sets and its pricing and promotional behaviours