Product Manager

About the job

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 prioritizing 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 marketshare 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.