Aqualite Industries - Lead - Marketing

Position Title: Lead - Marketing

Department: Marketing Work Location: HO

Grade: Travel Required: Yes (20-30%)

Reporting to: CSMO Reported to, by:

- Manager - Marcom, Trade & Digital Marketing

Minimum Job Requirements

Educational Qualification: Graduation in any stream, MBA in Marketing

Experience: 15 -18 years

Any additional requirement:

Purpose of the Position (Job Summary)

The purpose of this position is to develop and execute marketing strategy with the objective of strengthening Aqualite brands. Responsible for managing the product portfolio, support new product developments, effective BTL to increase overall business contribution. Also responsible for driving internal communications & corporate branding.

Key Roles and Responsibilities

Financial - Review portfolio & pricing strategy & sign off on the same

- Ensure agreed portfolio strategy meets the NC% target for the wholesale business

- Support brand topline growth by leading design and implementation of brand growth plans

- Drive focused marketing & branding and ensure NPD contribution meets target

- Drive increase in business contribution from focus segments/ brands

- Monitor and deliver brand profitability targets by driving pricing and premiumization

- Drive adherence to marketing budgets and take corrective action as & when required

- Ensure marketing effectiveness by periodically monitoring ROI on marketing spends & initiatives

Customer Oriented - Drive market research and consumer insights to help drive scientific decision making

- Network with media, analysts to gain market intelligence & best practices

People Oriented - Effectively manage relationships with all external suppliers (media, creative/ research agencies, etc.).

- Drive seamless communication and collaborate with all internal stakeholders (sales, finance, operations and NPD teams)

- Lead the team to implement best practices across ATL, BTL, etc.

Internal Business Process - Define brand architecture, segmentation, targeting, positioning (STP), brand communication and calendar

- Ensure launches/ events as per brand calendar

- Review industry/ market/ competition intelligence to input for NPD

- Draw insights from ATL and BTL best practices of competition

- Align BTL plans with category level strategy

- Encourage team to ideate and deploy unique/ innovative BTL branding elements

- Closely monitor and improve BTL execution and procurement efficiency

- Monitor proper maintenance of BTL assets

- Review trade promotion implementation at distributor and retailer points on schemes, retailer signboards, etc.

- Lead the digital marketing strategy for Aqualite and track customer acquisition and engagement through digital platforms

- Guide team on messaging & collaterals such as media presentations, FAQs, briefing documents, etc.

- Institutionalize corporate branding guidelines at Aqualite

- Establish Aqualite as a socially responsible business entity with a great brand value

Competencies

Technical/ Functional Behavioral

- Marketing strategy & planning

- Market research & analysis

- Brand/ portfolio management

- Agency management

- ATL & BTL marketing knowledge

- Digital marketing

- Corporate communications

- Corporate branding

- Content writing/ review - Customer focus

- Collaboration

- Adaptability

- Result orientation

- Execution excellence

- Creativity & innovation

Key Responsibility Areas

Quantitative Qualitative

- Timely sign-off on portfolio strategy

- Timely sign-off on price revisions

- % NC for wholesale business

- % NPD Contribution

- % contribution from focus segments/ brands

- % adherence to Marketing budget

- Timely sign-off on brand plan

- % change in brand perception

- Timely execution of BTL plan

- Timely sign-off on brand licensing agreement

- Timely roll-out/ completion of consumer research - Quality of inputs to improve brand

Key Stakeholder Management

Internal External

- Sales

- Purchase

- Finance

- NPD - PR/ advertising/ research agencies

- Customers

- Analysts