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Basic Details: Fill the required information about business, unit, location, position, reports to position and date of updation of JD Business Birla Opus
Unit
Paints – HO
Location
Mumbai
Poornata Position Number of the job
Reports to: Poornata Position Number
Poornata Position Title of the job
Product Manager
Reports to: Poornata Position Title
Group Product Manager
Function
Marketing
Reports to: Function
Department
Marketing
Reports to: Department
Designation of the Employee
Manager/Senior Manager
Designation of the Manager
Deputy General Manager
Date of writing/updation of JD
10.02.2026
- Job Purpose: Write the purpose for which the job exists (in 2-3 lines)
To lead the strategic and operational management of the Retail Waterproofing Range (Brand name: Birla Opus Alldry), ensuring category growth through effective product lifecycle management, pricing strategy, brand positioning, BTL & ATL activations and cross-functional collaboration.
- Dimensions: Mention quantitative or qualitative parameters that are relevant for the job and provide a better understanding of the scope and scale of the job.
Business Workforce Number
Unit Workforce Number
Function Workforce Number
Department Workforce Number
Other Quantitative and Important Parameters for the job: Budgets/ Volumes/No. of Products/Geography/ Markets/ Customers or any other parameter
Brand name: Birla Opus Alldry
Segment: Retail Waterproofing
No. of products: 12 & growing
Markets: Pan India
- Job Context & Major Challenges: Write the specific aspects of the job that provide a challenge (internal and external) to the jobholder in the context of the Business/Unit/Function/Department/Section
Birla Opus has created a significant impact in the market by emerging as the only true disruptor in the Indian paint industry in the last 50 years. Within less than two years of its launch, the brand has demonstrated exceptional traction across market share, ATL & BTL visibility, top?of?mind awareness (TOMA), brand consideration, and spontaneous recall—setting a new benchmark for the category.
Birla Opus Alldry is the retail waterproofing brand under the Birla Opus portfolio. Alldry has taken a strong lead in market share, innovation, product launches, and on-ground activations. The brand requires strategic thinking, thoughtfully curated product solutions, and out?of?the?box ideas to further strengthen the waterproofing portfolio with end?to?end ownership.
This role requires operating in a highly competitive market with fast-changing customer needs. The role requires working across all the functions – R&D, sales, training, customer experience, and supply chain to align stakeholders, prioritize under constraints, and deliver product launches & activations on time while managing multiple initiatives simultaneously.
Major challenges include prioritising under constraints, aligning diverse stakeholders, operating in ambiguous environments, balancing long?term roadmaps with urgent escalations, orchestrating GTM initiatives, and driving customer adoption and change management.
- Key Result Areas: Write the key results expected from the job and the supporting actions for each of these key result areas (For a majority of jobs typically there could be 4- 7 key result areas)
Key Result Areas
Supporting Actions
Business Achievement
- Achieve the targeted business numbers for the selected waterproofing portfolio.
- Track, measure and attain set goals on market
share for both volume and revenue for the
product.
- Refer to competitors’ analysis to aid
achievement of all the target numbers for the
product.
- Provide inputs for own product to enhance the
product by tracking and analysing feedback from
the market.
Product Strategy & Lifecycle Management
- Own the product roadmap
- Manage the entire product lifecycle from ideation, development, launch, growth, maturity to phase-out
- Conduct regular portfolio reviews to identify gaps, rationalize SKUs, and drive innovation.
- Develop pricing strategies that balance affordability with profitability.
- Monitor input costs, margins, and suggest corrective actions to maintain category health.
Go-to-Market & Brand Management
- Define and execute go-to-market strategies for new product launches and relaunches
- Collaborate with the agency partners to develop compelling product messaging, packaging, and promotional campaigns
- Ensure alignment with digital marketing and retail activation plans.
- Conduct market research and competitor benchmarking to identify trends, pricing dynamics, and consumer preferences
- Create contractor, dealer and customer segmentation strategies.
Execute Marketing activities and initiatives for the
product
- Refer market requirements to provide inputs for
development of collaterals and POS elements to
help promote the product.
- Coordinate with agency partners to ensure smooth and timely execution of the collaterals.
- Refer regional priorities and opportunities to
Ideate, design and execute comprehensive marketing initiatives to achieve identified objectives.
Sales Enablement & Channel Support
- Coordinate with the sales and supply chain
teams to ensure monthly product forecast accuracy.
- Work closely with sales teams & training team to develop trade schemes, POS materials, and training modules.
- Monitor product performance across channels
Cross-Functional Collaboration
Liaise with R&D, supply chain, procurement, and manufacturing to ensure timely product development and availability.
- Job Purpose of Direct Reports: Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)
The purpose of this role is to define and deliver products that meet customer needs and drive business growth by leading strategy, prioritization, and execution across cross-functional teams.
- Relationships: Describe the nature and purpose of most important contacts or relationship (except superior/team members) with individuals, departments, organizations inside and outside of the organization, that job is required to interact with in order to deliver the job objectives
Relationship Type Frequency Nature
Internal
CMO
Monthly
Monthly category review
Category Head
Weekly
Update the Category Head on marketing plan progress & challenges for the product category
Peer Managers
Weekly
Collaborating and exchanging information
External
Creative agencies
Weekly
ATL & BTL activations
- Organizational Relationships: Provide the structure for a level above and below the position for which this job description is written. Use position titles in the structured and indicate all the reports of the position.
SIGN-OFF: Provide the name of the Manager and the jobholder. Signature needed for the hard copy of the JD. Hard copy to be maintained in the organizational record.
Job Holder
Reports to – Manager
Name
Anupam Ghiya
Signature (needed for the hard copy)
