Head of Marketing

1 week ago

Pitampura, Delhi, India Proviso Full time ₹ 4,20,000 - ₹ 8,40,000 per year

Role Purpose

Build and lead the end-to-end marketing engine for our toys brand, owning brand strategy, offline retail presence, digital performance marketing, and campaign execution to drive awareness, sales, and profitable growth. This role partners closely with management to set quarterly/annual plans, budgets, and ROI targets, and then delivers through a blend of in-house team, agencies, and channel partners.

Key Responsibilities

A) Strategy, Planning & Governance

· Create the annual/quarterly marketing plan and calendar (brand, product launches, retail, performance), linked to revenue targets.

· Own the marketing budget; prepare monthly budget vs. expected ROI, present to management, and adjust based on performance.

· Define brand positioning, architecture, and messaging for product lines and age groups; ensure consistency across channels.

· Build the marketing operating model (in-house vs agency mix), KPIs, dashboards, and review

B) Offline Marketing & Retail Enablement

· Drive product placement on shelves at toy stores, modern trade, and key retail chains; create planograms and shelf strategies.

· Lead packaging development (structure, graphics, unboxing, compliance marks); run cost-quality A/Bs with vendors.

· Own retail visibility: POSM, display units, end-caps, standees; trade promos and sell-out activations.

· Coordinate with Sales/GT for distributor/dealer rollouts and retail training.

C) Digital & Performance Marketing

· Plan and run digital campaigns across Google (Search/Shopping/PMax/YouTube) and Meta (IG/FB), aligned to launch and seasonal moments.

· Own paid media strategy (prospecting, retargeting, retention), audience creation, creative briefings, and measurement frameworks.

· Run lead-generation ads for partnerships, distributors, and B2B buyers (schools, activity centers, gifting).

D) E-commerce & Website Growth

· Partner with e-commerce team for Amazon/Marketplace ads and merchandising; coordinate hero SKUs, A+ content, reviews.

· Own D2C site demand generation (traffic, CVR, AOV, MER) with CRO experiments, bundles, and content.

· Drive CRM/retention (email/WhatsApp), influencer/creator collaborations, and UGC programs.

E) Content, Creatives & Brand Assets

· Lead creative direction for product photos, videos, reels, landing pages, and ad creatives.

· Please brand promotion through influencer marketing

· Maintain brand guidelines; ensure child-safe, parent-reassuring messaging (age-appropriateness, materials, safety).

F) Analytics & Insight

· Set up GA4/GTM dashboards; consolidate marketplace, website, and retail sell-out into a single weekly view.

· Track MER/ROAS, CAC/LTV, share of voice, search rank, and retail sell-out to optimize investments.

G) Team & Vendor Management

· Hire, mentor, and manage a lean team (performance marketer, content/creative, community/CRM) and agencies (media/creative/PR).

· Vendor management: packaging agencies, printers, POSM fabricators, event/expo partners.

Key Performance Indicators (KPIs)

· Revenue influenced by marketing; channel-wise MER/ROAS within targets.

· Traffic growth (organic/paid), CVR and AOV lift for D2C; Amazon search rank on priority keywords.

· Retail metrics: store count with planogram compliance; sell-out uplift during activations.

· Cost per lead (B2B/distributor) and qualified lead-to-close rate.

· Brand health: review volume/ratings, social engagement, share of voice.

· On-time delivery of launch/campaign calendar and budget adherence.

Qualifications & Experience

· MBA/PGDM preferred (Marketing/Brand), or equivalent experience.

· 7–12 years in marketing with proven ownership of both offline and digital; toys/kids/CPG/e‑commerce experience required.

· Hands-on with Google & Meta Ads, GA4/GTM, and basic marketplace advertising; strong packaging and retail marketing exposure.

· Comfortable with budgeting, forecast models, and presenting to leadership.

Skills & Competencies

· Strategic planning blended with executional rigor; test-and-learn mindset.

· Omni-channel GTM, performance marketing, and retail merchandising.

· Storytelling and creative briefing; ability to judge effective creative.

· Data-driven decision making; dashboarding and Excel proficiency.

· Team leadership, vendor negotiation, and cross-functional collaboration.

Job Types: Full-time, Permanent

Pay: ₹40, ₹70,000.00 per month

Benefits:

  • Provident Fund

Experience:

  • Sales & Marketing: 7 years (Preferred)
  • toys/kids/CPG/e‑commerce: 3 years (Preferred)

Work Location: In person

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