Customer Marketing Manager - B2B Marketing - FMCG/FMCD

Job Location: Mumbai,Pune

Job Title: Customer Marketing Manager

Job Description:

Purpose of the Role

Leverages Market Segment Foundations to identify the best segment opportunities for the Cluster by developing a clear understanding on who, where we will play and design of seamless customer experiences for their assigned segment. Develops and executes omnichannel commercial programs and ensures cluster needs are integrated into the global innovation plan to deliver P&L targets and sustainable market share growth in their market.

Reports To: Head Marketing

Role Accountabilities - 

Strategy Development

- Partners with Central Customer Marketing team & leverages the Market Segment Foundations framework to define the market segment and develops winning value propositions

- Develops learning plan for assigned market segment & works with Central Customer Marketing team to prioritize research projects to gather required insights

- Defines market segment strategy for 3 year Strategic Business Plans & Annual Business Plans

- Partners with Central & Regional Brand Marketing to build required innovation / renovation cadence to deliver on market segment strategy and support in-market launches with segment led-claims; Also provides those teams with market segment insights to ensure innovation / renovation projects fulfill local market needs

- Partners with Brand Marketing to develop the optimal portfolio mix for the market segment and align Reasons To Believe (RTBs) for product solutions with Commercial Programs

Commercial Programs

- If the local market is the lead market, collaborates with Central Customer Marketing team to build Commercial Program Idea for the assigned market segment

- In conjunction with local agency partners, designs & executes omnichannel Commercial Programs for the assigned market segment, including creative, production, content, media, customer interface/engagement programs & lead management process

- Executes agile commercial program measurement including media tracking (online & offline), optimization & multi-variant testing, social listening, funnel metrics for assigned commercial programs