Head of Customer Marketing

PURPOSE OF THE ROLE

The Head – Customer Marketing will define and lead the end-to-end shopper marketing vision for the Milton BU, driving conversion, visibility, and category growth be responsible for driving growth across Modern Trade, ECommerce, and General Trade. The role will need to liase between Brand team & channel teams to arrive at the right product mix, pricing and distribution strategies to deliver scalable, insight-led activation programs with measurable business impact.

KEY RESPONSIBILITIES

A. Channel Marketing Strategy

• Define clear channel objectives & priorities aligned to overall business strategy.
• Develop differentiated channel development strategies for GT, MT, and E-commerce.
• Establish a shopper-centric planning framework aligned to brand, category, and sales objectives
• Identify key shopper missions, occasions, and moments of choice across channels
• Lead channel-specific activation strategies including in-store visibility, promotions, displays, and digital shelf excellence
• Own launch excellence for all NPDs and big brand initiatives

B. Channel Liaison & Alignment

• Act as a strategic liaison between Modern Trade, E-commerce, and General Trade teams.
• Collaborate with marketing, product, brand, and sales teams to ensure seamless execution of go-to-market strategies.

C. Product & Pricing Strategy

• Define channel-wise product portfolio strategy (exclusive SKUs, pack configurations, premium vs mass offerings).
• Elevate brand equity through assortment optimization, promotional strategy, and large-scale activations.
• Develop channel-specific pricing strategies ensuring margin balance and competitiveness.

D. New Channel & Rural Market Expansion

Identify emerging channels and new business opportunities, including rural market development.

Drive strategies for deep rural penetration—distribution expansion, last mile solutions, local partnerships, and customized product offerings.

Develop launch frameworks, pilot programs, and scale-up plans for new channels.

E. Performance & Commercial Effectiveness

• Define channel KPIs and performance benchmarks.
• Drive ROI-based trade promotion and incentive frameworks.
• Monitor channel-wise profitability and recommend corrective actions.