Roles & Skills
Browse the marketing skill matrix, common role transitions, and WL2 role profiles. Tap anything to open it in chat with Mikel.
WL2 role profiles sourced from HUL JDs. Tap a card to open it in chat with Mikel.
Marketing (BB)WL2
Brand Manager — Brand Building
Leads in-market activation for a brand in South Asia — communication, the 3Ps, and regional innovation delivery.
Owns
- • Brand communication plan: when / where / what / how
- • Cross-functional delivery of innovation projects for the region
- • Price, Place, Promotion — the 3Ps of marketing
Typical KPIs
- •Brand penetration & performance — Tracked with CMI data
- •Campaign delivery & impact — Brief-to-air, in-market response
- •Innovation project delivery — On-time, on-spec launch milestones
HUL WL2 Brand Building General JD
Marketing (BD)WL2
Brand Manager — Brand Development
Crafts the innovation and communication agenda — long-term roadmaps, propositions, packaging and product development.
Owns
- • Long-term innovation roadmap and communication strategy for the brand
- • Cross-functional project delivery with R&D, SC, Finance and CMI
- • Packaging, product development and testing for new innovation
Typical KPIs
- •Innovation pipeline health — Strategic fit, NPV, time-to-market
- •Launch performance — Year-1 turnover & share of new launches
- •Brand equity movement — BrandZ-style tracker
HUL WL2 Brand Development General JD
Marketing (BB) — Skin CareWL2
Sr. Brand Manager — Pond's Face Care
End-to-end P&L owner for a slice of Pond's Face Care — the brand leading Skin Care India's penetration-led growth agenda.
Owns
- • Independent ownership of part of the Pond's Face Care P&L (face cleansing + parts of moisturising)
- • Key decisions on pricing, media strategy & deployment, and channel play
- • Deep consumer understanding across formats, regimes, channels and triggers/barriers — rural to affluent urban
Typical KPIs
- •USG (Underlying Sales Growth) — vs. Pond's Face Care 12% CAGR baseline
- •Penetration growth — Kantar household panel
- •Market share in sub-categories — Nielsen retail audit
Pond's Face Care Sr. Brand Manager JD (WL2B)