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Senior Marketing Executive

1 month ago

Chennai, Tamil Nadu, India Mercely's Ice Cream Full time
- Location: Tamil Nadu (State-wide travel involved)
- Experience: Minimum 5 years in Marketing / Brand Activation / Trade Marketing
- Industry: FMCG / Dairy / Ice Cream / Beverages / Retail
- Department: Marketing
- Reports to: Brand Manager

Job Summary:

Mercely's Ice Cream is seeking a passionate and dynamic Senior Marketing Executive to lead on-ground marketing initiatives across Tamil Nadu. The role involves enhancing brand visibility, driving in-market activations, ensuring effective retail-level branding, and coordinating marketing events to support sales growth and market penetration.

Key Responsibilities:

A. Retail Visibility & Branding

• Ensure proper implementation of POS materials, freezer branding, in-store shelf branding and visual merchandising across retail touchpoints.

• Coordinate with design and print vendors to ensure timely supply and installation of branding collaterals.

• Periodic audits and store visits to ensure brand guidelines are followed in retail.

B. Marketing Activations

• Plan, propose and execute local promotional events, samplings and roadshows in key urban and semi-urban markets.

• Work with distribution and sales teams to identify high-impact locations for activations.

• Monitor response metrics and footfall data post-activations to evaluate campaign effectiveness.

C. Trade Engagement

• Support the sales team by organising trade meets, retailer engagement events and local festivals.

• Identify co-branding and tie-up opportunities with other popular regional/local events and brands.

D. Field Supervision

• Regular market visits to track competitor activities, gather market intelligence and provide feedback to management.

• Ensure brand presence is maintained consistently across all strategic locations.

• Serve as a key link between the central marketing team and the field sales force.

E. Reporting & Coordination

• Maintain and update marketing activity tracker.

• Provide weekly and monthly updates on visibility, activation status and budget usage.

• Coordinate with the creative team for requirement of new collaterals and creatives.

Requirements:

• Bachelor's/Master's Degree in Marketing, Business Administration, or a related field.

• Minimum 5 years of relevant marketing experience in FMCG or Retail industry.

• Excellent understanding of BTL marketing and retail dynamics in Tamil Nadu.

• Strong communication and interpersonal skills in Tamil and English (Hindi is a plus).

• Willingness to travel extensively throughout Tamil Nadu.

Desirable Attributes:

• Proactive, self-starter with a passion for building brands on-ground.

• Well-versed with local markets, geography and consumer behavior.

• Experience in executing brand campaigns with minimal supervision.

• Ability to work cross-functionally with internal and external teams.