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Job Title: Direct To Consumer Manager
Company Name: Kellogg
Location: GREATER MUMBAI, IN United States
Position Type: Full Time
Post Date: 12/30/2017
Expire Date: 01/22/2018
Job Categories: Accounting/Auditing, Advertising/Marketing/Public Relations, Finance/Economics, Information Technology, Sales, Executive Management, Logistics, Research & Development
Job Description
Direct To Consumer Manager
Kellogg India is on a journey of rapid growth, the ambition is to treble the business by 2020. As a market leader, the prime objective of the company is to grow the category by focusing on increasing the penetration by many folds.

The most critical step towards increasing penetration is to reach out directly to millions of prospective consumers through various sampling programs and other initiatives.

Direct to consumer (DTC) marketing is one of the most effective marketing tools to increase penetration. Stalwarts like P&G, Nestle have been using DTC effectively for years for category development.

Kellogg has embarked on this exciting journey to build the DTC function. The vertical will function like a start-up within the company & the DTC manager will have the privilege of being part of the core team which builds this structure.

The role of DTC Manager will require him/her to work closely with cross functional teams (Category, Nutrition, Sales, Finance & supply chain) to provide the right framework that will help brands reach out to their prospective consumers in the most compelling manner leading to the highest conversions.

Duties & Responsibilities:

The core of Kellogg’s culture is “Soul of a start-up”; The Direct to Consumer marketing team is at the heart of this start-up journey within the company. The primary responsibility of the marketing manager is to Create & Execute:

+ Build a robust DTC structure for Kellogg which can deliver the desired results using the relevant resourcing.

+ Identify & recruit the right 3P agency to manage the on-ground execution of the DTC objectives.

+ Work with the category managers to create the right sampling framework for brands which helps deliver the sampling targets. Use the framework to design & implement sampling programs – example: School outreach programs, in-store sampling etc.

+ Develop a strong sampling calendar which is in line with the brand calendar with appropriate phasing.

+ Work with cross functional teams (sales & supply chain team) to stitch last mile logistics of each of the programs for seamless delivery.

+ Pilot the model in a test market and measure the key success factors – ROI, number of consumers reached, Cost per contact, % conversions post activity etc.

+ Scale- up the program nationally to achieve the reach targets for the year


+ Set up the right audit measures to evaluate – sampling efficacy, improvement in conversions pre & post activity and other performance metrics.

+ Periodic evaluation of the model to optimize cost and maximize reach.

+ Bench mark with best in class DTC models with other companies within the industry


+ Research and understand the various DTC structure in the market – both external and Kellogg business units outside of India.

+ Work closely with the brand managers to understand their brand objectives – target consumers, business ambition, penetration targets and other key success metrics.

+ Develop an in-depth understanding of the brand benefits and their synergies w.r.t their role in satisfying the core consumer needs.

+ Identify the various avenues for reaching out to the prospective consumer’s basis demographics, lifestyle, spending patterns and purchase behaviours.

Education & Experience:

+ MBA.

+ 6 years of experience post MBA.

+ Worked in DTC operations in FMCG, FMCD and BTL activation organizations

Working Relationships:

+ Reports to -  Associate Director – DTC & Emerging Channels.

+ Peer Relationships - Marketing & Sales Teams.

Work Environment:

+ Based in Mumbai –Corporate Office.

+ Regular travel requirements to markets as well as program launches

The Kellogg Company is an Equal Opportunity Employer who strives to provide an inclusive work environment that involves everyone and embraces the diverse talent of its people.

**Title:** _Direct To Consumer Manager_

**Location:** _IN-MH-Greater Mumbai_

**Requisition ID:** _MAR001645_

**Job Function:** _Marketing_

**Job Type:** _Professional_

**Closing Date:** _Jan 28, 2018, 11:59:00 PM_

**Relocation Assistance:** _Yes_
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Company Name: Kellogg
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