Head - Product Marketing - FMCG/Wellness

Head - Product Marketing

Job Description:

1. Brand Strategy & Consistency:

- Develop and maintain the brand identity (logo, messaging, tone of voice, visual style).

- Ensure all marketing and communications align with brand values and positioning.

- Monitor brand perception and implement strategies to enhance equity.

- Act as the brand ambassador internally and externally, training teams on brand guidelines.

2. Product Positioning & Messaging:

- Define the products value propositions that align with the brands broader narrative.

- Develop clear, compelling product messaging tailored to different audience segments.

- Ensure product marketing materials resonate with the overall brand voice.

3. Go-to-Market (GTM) Strategy:

- Lead GTM planning for product launches or updates, including timelines, budgets, and deliverables.

- Coordinate cross-functionally with product, sales, design, and customer success teams.

- Create launch campaigns that integrate product features with brand storytelling.

4. Consumer & Market Insights:

- Conduct market research to understand customer needs, preferences, and pain points.

- Use insights to refine both the brand positioning and the product marketing strategy.

- Analyze competitors to identify opportunities for differentiation.

5. Campaign Development and Execution:

- Plan and execute campaigns that build brand awareness and drive product demand.

- Oversee the creation of multi-channel content, including digital ads, videos, and email campaigns.

- Measure campaign performance using metrics like ROI, engagement rates, and sales conversions.

6. Sales Enablement:

- Develop and distribute sales collateral (e.g., brochures, case studies, pitch decks) that are consistent with brand messaging.

- Train sales teams on product features and how to effectively position them in line with the brand.

7. Customer Engagement & Product Adoption:

- Monitor customer feedback to refine both the brand and product experience.

- Work with customer success teams to enhance user onboarding and retention.

- Track product adoption metrics and identify ways to boost engagement.

8. Partnership and Sponsorship Management:

- Identify and manage partnerships (e.g., influencers, co-branding opportunities) to enhance brand visibility and product credibility.

- Assess sponsorship ROI and adjust strategies for future collaborations.

9. Performance Tracking and Optimization:

- Track and report on both brand and product KPIs, such as brand awareness, product adoption, customer retention, and NPS.

- Use data insights to optimize both brand campaigns and product marketing efforts.

Key Performance Indicators (KPIs):

To measure success, the following KPIs could be tracked:

Brand KPIs:

- Brand awareness (survey data, social media reach).

- Brand equity (Net Promoter Score, customer sentiment analysis).

- Brand loyalty metrics (repeat customers, churn rate).

Product Marketing KPIs:

- Product adoption (MAUs, DAUs, conversion rates).

- Campaign performance (CTR, ROI, CAC).

- Revenue impact (sales growth, upsell/cross-sell success).

- Ecommerce website promotion and knowledge related to amazon , flipkart and other website for sales.

Requirements:

- Wellnes or FMCG : At least 10 years in the wellness sector, preferably in the health or wellness segment.

- Strategic Thinking : Ability to align brand and product strategies with overall business goals.

- Market Insight : Expertise in understanding consumer behaviour and market trends.

- Content Development : Strong skills in creating content that reflects both the brand and product value.

- Collaboration : Work seamlessly with cross-functional teams (sales, product, creative, etc.).

- Analytical Mindset : Track metrics and use data to inform strategies.