Head of Marketing

Role- Marketing Head

Cadre/ Grade- Band 2 / 3

Educational Qualification - Graduate + Post Graduate in Business Management from a reputed institute

Designation- AGM/DGM

Function/Unit- Corporate/Softsens

Experience -minimum 10 years of experience, with at least 5 years in a brand management and leadership roles. Experience in marketing to both Online and Offline consumer journeys. Experience managing a high-growth young brand would be beneficial.

Reporting to - COO

Direct Reportees

Administrative

Manager Marketing

AGM Social Media

Executive CRO

Executive Customer Service

Functional

Brand/ Product Manager;

Media and Communications Management team;

Ads Management;

Customer Service

Key Internal Interactions

Entity

Direct Reportees

Ecommerce Team

Offline Sales Teams

Product Supply Group

Legal and Finance

Purpose of Interaction

Development and Deployment of Brand Strategy for Offline and Online Trade Channels

Evaluate Ad performance and corresponding Sales Metrics

Understand Offtakes in Offline trade and ensure delivery of BTL Activations

Ensure output of Product and Packaging Innovations through interactions with R&D, Quality and Supply Chain teams

Ensure appropriate compliance and negotiations with respect to vendor and agency contracts

Key External Interactions

Creative Agencies

Media Agencies

Digital Influencers & PR

Research Agencies

Vendors

Purpose of Interaction

Designing, artworking, execution of packaging and communication

Develop and execute cost-effective media strategies that maximize brand reach and ROI across channels.

Drive authentic brand advocacy, expand reach, and engage target audiences through trusted voices.

For market research / Consumer Insights

Identification of vendor and negotiation for Promotion material production

Role Purpose

To lead and execute a comprehensive marketing strategy for the Softsens brand across digital and offline channels. The role is responsible for building brand equity, driving performance marketing, enabling strong consumer engagement, and accelerating business growth through both Offline and Online channels.

Key Responsibilities

Planning and Strategising

Build brand strategy to drive volume and market share objectives for the year as per Business Plan

Understand the consumer, and develop an appropriate marketing strategy to position the brand distinctly within the category

Own and deliver a 360 brand marketing strategy across digital (D2C/eCommerce) and offline (retail - Modern Trade and Pharmacy) touchpoints

Contribute to the Annual Business Planning process through accurate forecasting of volumes / value for the brand.

Ensure efficient and effective utilisation of Marketing Budget to deliver business objectives

Brand Management

Develop campaigns to drive three critical marketing objectives of awareness, consideration and conversion for the brand both Offline and Online

Drive development of engaging content, manage social media strategy, and build influencer collaborations

Oversee CRM initiatives, email marketing, and customer lifecycle communication

Build and Launch New products with appropriate Communication strategies

Build and deploy appropriate brand promotions with focus on effectiveness & efficiency, whilst building brand equity

Coordination and Interface

Interface regularly with MD/COO on project updates and brand performance metrics

Interact regularly with Sales functions - both Online and Offline to ensure appropriate execution and evaluation of brand performance against expectations

Co-ordinate with external agencies to ensure planning and execution of marketing activities

Management of performance, capability and morale

Manage the internal team and external partners across creative, digital, and media verticals

Manage performance of the brand team, support capability building and ensure that individual and individual/ team morale and motivation is positive

Infrastructure and Technology Investment and Management

Analyse Sales data to identify opportunities to meet brand business objectives

Key Result Areas (KRAs)

Improve the markeA53:B77t share of the brand as per agreed ABP

Achieve targeted volume & value of the product as per the ABP

Brand Strategy & Positioning

Online Performance Marketing

Content & Social Media Management

CRM & Retention Marketing

Offline Marketing

New Product Launches

Team & Vendor Management

Key Performance Indicators (KPIs)

Improvement of Value share across key markets and customers - both Online and Offline

Brand Financials: Revenue and Gross Margin

Brand awareness growth (via surveys, aided/unaided recall)

Consistency and relevance of brand messaging across channels

Successful execution of brand campaigns (on time, within budget)

Brand equity score improvement (NPS, engagement sentiment)

Reach, Consideration and Conversion parameters

Engagement rate (likes, shares, comments, saves)

Follower growth across Instagram, Facebook, YouTube, etc.

Monthly content calendar adherence and effectiveness

Influencer ROI and campaign impact

Email/SMS campaign open and click-through rates

Customer retention rate

Repeat purchase frequency

Engagement score for loyalty and referral programs

Reach and Conversion for Focused markets

In-store visibility metrics (POSM deployment, planogram adherence)

GTM execution for new launches (on-time, on-shelf % in modern trade/general trade)

Time-to-market for new SKUs

Marketing-led revenue contribution within 36 months of launch

Product awareness score in target segments

Launch campaign reach vs. target

Performance appraisal ratings across marketing team

Timeliness and quality of agency deliverables

Retention of high-performing team members

Technical Skills and Knowledge

Strategic thinker with hands-on execution capability

Agility to work in a dynamic startup-like environment with ownership mindset

Strong understanding of D2C website and Platform Marketing - Expertise in driving performance for awareness, consideration and conversion

Demonstrated success in brand building across omni-channel formats

Experience in driving engagement through storytelling, influencer marketing, and UGC

Ability to drive brand visibility and sales through effective in-store promotions and trade channel strategies.

Skilled in planning and executing mass media and on-ground campaigns to build brand awareness and engagement.

Capable of tailoring brand initiatives to suit retail formats and align with sales objectives.

Experience in organizing brand events and activations to create consumer touchpoints and boost recall.

Excellent communication, leadership, and stakeholder management skills