- Pricing, Promotions & Trade Scheme Management
- Define scientific pricing models by segment and region, balancing competitiveness and profitability.
- Understanding of various adhesive chemistry with epoxy & silicones in particular and define Price positioning.
- Review Product pricing structure and engage to improve the Gross Margin & Profitability of products.
- Develop and manage volume-based incentive structures, trade schemes, and seasonal promotions.
2. Category Leadership & Market Development
- Define and execute the strategic marketing roadmap for a diverse B2B portfolio, with focused growth plans for categories like Epoxy, Silicones, Hot Melts and Industrial Coatings.
- Expand product reach across segments like automotive, electrical & electronics, fabrication, packaging, HVAC, engineering, and infrastructure.
- Develop industrial vertical-specific GTM strategies with clearly defined KPIs and success metrics.
3. Institutional Channel & Product Placement
- Strengthen product placement through industrial distributors, B2B resellers, and OEM partners.
- Build and support channel marketing programs, application-based campaigns, product trials, and plant-level demos.
- Tailor product propositions and campaigns to influence procurement heads, maintenance engineers, and project decision-makers.
4. New Product Development & Launch Enablement
- Collaborate with Product and R&D teams to identify innovation opportunities and application-specific enhancements.
- Drive end-to-end go-to-market for new launches including packaging, pricing, sample programs, launch collaterals, and field enablement tools.
- Establish traction for newly launched segments (Hot Melt Adhesives, Industrial Paints & Coatings) through structured rollout plans and segment targeting.
5. Technical Marketing & BTL Execution
- Lead the creation of technical sales enablers: brochures, application videos, safety datasheets, and usage guides.
- Execute BTL campaigns, sector-focused expos, engineer meets, seminars, and fabrication workshops.
- Translate product superiority into relatable application-driven messaging for field execution.
6. Market Research & Competitive Intelligence
- Conduct continuous market scans, VOCs, and application-specific need analysis.
- Monitor competitor moves across pricing, performance, innovation, and channel engagement.
- Track regulatory and compliance factors relevant to industrial customers (safety, certification, etc.).
7. Influencer & Ecosystem Engagement
- Build and nurture an ecosystem of plant engineers, consultants, technical influencers, and project heads across core customer industries.
- Introduce digital loyalty programs, learning modules, and referral-based influence models.
- Position Astral as a partner in problem-solving, not just a product supplier.
8. Leadership & Cross-Functional Collaboration
- Lead a nimble and technically capable marketing team aligned to regional field teams and channel partners.
- Liaise with Sales, Technical Support, Product Management, Finance, and Supply Chain to deliver integrated growth outcomes.
- Represent the category in management reviews and steering committees with data-backed insights and recommendations.
