Designation

Senior Manager – Marketing (Farm – Including Livestock & Non-Farm)

Role Overview

The Senior Manager – Marketing will be responsible for driving the market outreach and demand generation for a diverse portfolio of farm, off-farm and non-farm products manufactured by SHG-based microenterprises under the Indira Mahila Shakti (IMS) program. This position plays a pivotal role in enhancing visibility, creating sustained demand and building robust market channels—both offline and digital—for SHG products.

Working as part of the State Program Management Unit (PMU) at SERP, the role involves formulating and executing integrated marketing strategies, leading brand storytelling, developing channel partnerships and enabling SHG enterprises to reach local, national and international markets.

The position reports to the Team Leader, PMU – IMS and collaborates closely with the branding, enterprise and sectoral teams.

Mode Of Employment

Contractual appointment for a fixed term of three years.

Remuneration

A consolidated monthly remuneration in the range of 1,00,000–1,25,000, depending on experience and qualification.

Qualifications

Postgraduate degree in Marketing (or) Agri-Business (or) Rural Management (or) Business Administration

Preference will be given to candidates with Certifications in digital marketing,e-commerce, product strategy, or rural enterprise promotion.

Experience

Preferably 10 years in product marketing, value chain development. At least 5 years of experience in rural marketing, FMCG, agribusiness.

Proven ability in digital marketing, retail tie-ups, institutional sales and public procurement integration.

Job Roles And Responsibilities

Key responsibilities include:

Lead the development and execution of a comprehensive state-wide marketing strategy for SHG products across farm, off-farm and non-farm sectors.
Design integrated marketing campaigns combining offline, digital and community-based outreach models.
Develop category-wise entry into marketing strategies to position IMS products in rural and urban markets.
Facilitate buyer linkages, retail tie-ups, institutional sales and public procurement of SHG products.
Collaborate with branding and product standardization teams in the PMU as well as outside to ensure cohesive market presence and customer value.
Guide the development of, product catalogues, story-telling content and marketing toolkits for use by field teams.
Build capacities of district marketing personnel and SHG producers in sales, communication, negotiation and customer engagement.

Strategic Marketing & Market Access

Formulate district-wise marketing strategies based on local enterprise profiles and demand analysis.
Identify high-potential product categories and customer segments to focus outreach and promotions.
Forge partnerships with institutional buyers, public distribution systems, large retail chains, e-commerce players and bulk procurement organisations
Enable convergence with line departments (e.g., Agriculture, Industries, MSME, Tribal Welfare etc.) for market support.

Retail & Distribution Channels

Facilitate SHG product presence in government outlets, rural marts, melas and retail partnerships.
Support opening of IMS Product Outlets at high-footfall locations such as tourist spots across Telangana & other states, temples, highways and urban markets.
Drive participation of IMS enterprises in exhibitions, buyer-seller meets and expos at state and national levels.

Digital Marketing & E-commerce Enablement

Enable onboarding of SHG products onto e-commerce platforms like ONDC, Amazon, Flipkart and other B2B platforms.
Guide content creation for digital commerce: product descriptions, images, brand stories etc.
Collection of customer feedback and sales analytics on regular basis and compare marginal increases or decreases and strategize for better performance

Communication & Promotion

Design promotional campaigns using print, radio, social media and local influencer networks.
Coordinate development and dissemination of brochures, banners, hoardings and success story videos.
Promote IMS brand narratives showcasing women entrepreneurs, product impact and social value.

Capacity Building & Field Enablement

Build capacity of district staff and SHG marketing teams through structured trainings and exposure visits.
Create easy-to-use marketing toolkits, pricing guides, negotiation checklists and promotional templates.

Monitoring, Reporting & Coordination

Track key marketing performance indicators (KPIs) such as reach, conversion, repeat sales and channel profitability.
Provide regular updates to senior management on marketing progress, challenges and success stories.
Participate in program reviews, joint monitoring meets and consultations with external partners.

Administrative & Coordination Support

Support preparation of Annual Action Plans (AAPs), review reports, marketing budgets and procurement plans.
Represent the program in national/state marketing forums, CSR platforms and knowledge-sharing sessions.
Ensure alignment of marketing activities with overall program goals of IMS and SERP on livelihoods, women's empowerment and financial sustainability.
Collaborate with District teams and handhold in implementing marketing strategies and enable achievement of district targets.

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