SHYAM METALICS AND ENERGY LIMITED
Job Description
HO CRM
Department
Marketing & Sales - CRM
Reporting To
Head - Marketing
Location
Kolkata, Head Office (West Bengal)
Employment Type
Full-Time
Industry
Steel / Metals Manufacturing
About Shyam Metalics
Shyam Metalics and Energy Limited is one of India's leading integrated metal producing companies, with a strong presence across the steel value chain - from pellets, sponge iron, and billets to structural steel, wire rods, and colour-coated products. With a growing footprint across India, the company is committed to building a powerful brand in the retail and distribution channel.
Role Overview
The Customer Relationship Manager - Market Development will serve as the critical bridge between the Marketing and Sales teams, with a primary focus on understanding channel-level branding needs and translating them into actionable marketing initiatives. This person will spend significant time, engaging directly with Dealers, Sub-Dealers, and Retailers to capture ground-level insights, identify branding gaps, and coordinate the delivery of brand support activities across the trade channel.
Based out of Kolkata Head Office, this role demands a blend of strong interpersonal skills, a keen commercial sensibility, and the ability to coordinate seamlessly across internal and external stakeholders.
Key Responsibilities
1. Channel Engagement & Relationship Management
- Build and maintain strong, trust-based relationships with Distributors (DBs), Sub-Dealers, and Retailers across markets.
- Conduct regular calls to understand partner pain points, expectations, and branding needs at the outlet/trade level.
- Act as the primary point of contact for channel partners on all marketing and branding-related queries.
2. Branding Needs Assessment & Insights Generation
- Identify and document branding requirements at the outlet level - signage, display materials, fascia boards, POS materials, promotional collateral, etc.
- Collect structured feedback from the trade on brand visibility, competitor activity, and market perception.
- Compile insights and share actionable reports with the Marketing team to inform brand strategy and campaign planning.
3. Marketing–Sales Coordination
- Serve as the liaison between the Marketing team and the Sales team to ensure brand messaging is consistent, aligned, and effectively communicated to the channel.
- Translate Sales team's on-ground observations into structured marketing briefs for the branding/creative team.
- Coordinate the timely deployment of brand campaigns, promotional schemes, and trade marketing activities at the retail/dealer level.
4. Branding Execution & Coordination
- Manage end-to-end coordination for branding activities at dealer/retail outlets - from requirement identification to vendor briefing, material production, and final installation.
- Ensure brand guidelines and standards are adhered to across all touchpoints in the trade channel.
- Track status of ongoing branding initiatives and report progress to relevant stakeholders.
5. Reporting & Analytics
- Maintain a structured database of channel partners, branding assets deployed, and pending requirements.
- Prepare regular MIS reports on channel engagement activities, branding coverage, and feedback trends.
- Track competitor branding and market development activities and report findings to management.
What We're Looking For
Educational Qualification
- Graduate in any discipline (MBA in Marketing preferred)
Experience
- 4-8 years of experience in channel/trade marketing, CRM, or brand coordination roles
- Prior experience in building materials, steel, FMCG, or related industries strongly preferred
- Demonstrated experience working with distributor/dealer networks in an on-ground capacity
Skills & Competencies
- Excellent interpersonal and communication skills - ability to build rapport with trade partners quickly
- Strong coordination and project management skills to handle multiple branding initiatives simultaneously
- Analytical mindset - comfortable with data, feedback analysis, and MIS reporting
- Proficiency in MS Office (especially Excel and PowerPoint)
- Familiarity with CRM tools or trade marketing platforms is a plus
- Fluency in Bengali and Hindi; working knowledge of English
