Brand Associate

About Monika Alcobev

Monika Alcobev Limited is a BSE-listed company headquartered in Mumbai that imports, markets, and sells premium international spirits and wines across India. The company owns sales, marketing, and customer relationships directly, working with some of the world's leading brand owners.

The Role

As Brand Associate, you will work with the Brand Manager on premium international spirits brands assigned to you, covering planning, on-trade and retail activations, POSM, digital, budgets, brand-owner coordination, and reporting. You will take plans from approved idea to delivery, maintain brand numbers and documentation, and grow into day-to-day ownership of assigned brands. You will report to the Brand Manager. The role is based in Mumbai, with approximately 25% travel across key markets.

Key Responsibilities

Brand Planning

• Support the Brand Manager in building annual and quarterly brand plans across on-trade, retail, consumer, digital, and advocacy.
• Turn approved plans into detailed activity calendars: outlets, timelines, budgets, vendors, materials, and manpower.
• Follow the Quarterly Market Operating SOP.
• Generate ideas for activations, serves, and promotions grounded in market trends.

Activations and Execution (On-Trade and Retail)

• Coordinate vendors, agencies, venues, and internal teams (On-Trade, Retail, Advocacy, Creative, Digital) for on-time delivery of activations and promotions.
• Brief channel teams and outlet partners; attend key activations and ensure brand guidelines are followed.
• Build relationships with key bars, bartenders, and retail partners; support menu listings and signature serves with the advocacy team.

POSM, Creative, and Digital

• Brief Creative and agencies on brand assets and POSM; track POSM from design approval through production and deployment with the POSM team.
• Coordinate social content and digital activity for the brand with the Digital team.

Budget, Brand-Owner Coordination, and Documentation

• Track brand spends against the approved budget.
• Raise POs, collect invoices, and keep documentation complete for AMP claims.
• Support brand-owner communication: follow up on approvals, prepare presentation material, organize market-visit logistics.

Reporting and Market Insight

• Share post-activation reports with photos, results, and learnings within a week of each activation.
• Prepare monthly brand reports using Sales, Trade Marketing, and MIS data.
• Conduct market visits; capture trade, consumer, and competitor insights.
• Track brand / SKU registrations by state.

Requirements & Tech Stack

Qualifications

• 1-3 years in brand marketing, activations, trade marketing, or hospitality marketing, or an MBA / PGDM fresher.
• Willingness to travel approximately 25% of the time.