Head – Marketing
Industry: FMCG Food Manufacturing – Biscuits, Chocolates & Confectionery
Location: Hyderabad – Corporate Office
Department: Marketing
Reporting To: Managing Director
Team Management: 10+ Direct & Indirect Reportees
About the Role
We are seeking a visionary and result-oriented marketing leader to spearhead the national marketing function for a rapidly growing FMCG food organization. The Head – Marketing will be responsible for driving brand leadership, consumer growth, market penetration, and revenue acceleration across a diversified portfolio of biscuits, chocolates, confectionery, and allied food categories.
This role demands a strategic yet execution-focused professional with strong expertise across brand management, ATL & BTL marketing, digital transformation, e-commerce growth, trade activation, packaging communication, consumer insights, and innovation-led product commercialization.
The incumbent will work closely with the Managing Director and cross-functional leadership teams to build scalable brands, strengthen consumer connect, enhance retail visibility, and create impactful integrated marketing ecosystems across traditional and modern trade channels.
Key Responsibilities
Strategic Brand Leadership
- Develop and lead the company's long-term national marketing vision aligned with business growth objectives and category expansion plans.
- Build and strengthen consumer-centric brands across multiple FMCG food categories and price segments.
- Drive brand positioning, architecture, differentiation, and market relevance in highly competitive retail environments.
- Lead annual marketing strategy, campaign calendars, consumer communication frameworks, and innovation roadmaps.
- Analyse market trends, consumer behaviour, competitive intelligence, and emerging category opportunities to accelerate business growth.
ATL Marketing & Media Management
- Conceptualize and execute high-impact ATL campaigns across Television, Print, Radio, Outdoor, Cinema, OTT, and Digital Video platforms.
- Lead media planning, media buying coordination, budgeting, campaign optimization, and performance tracking.
- Drive measurable brand awareness, consumer recall, and market penetration through integrated communication strategies.
- Collaborate with creative and media agencies to deliver compelling, insight-driven campaigns with strong ROI orientation.
BTL, Trade & Retail Marketing
- Design and execute innovative BTL initiatives including:
- Retail activations
- In-store branding
- Consumer promotions
- Sampling campaigns
- Van operations
- Dealer & distributor engagement programs
- Regional activation initiatives
- Partner closely with Sales teams to strengthen market visibility, retailer engagement, and channel productivity.
- Lead development of impactful POSM, merchandising solutions, and retail communication assets across General Trade, Modern Trade, and Rural channels.
- Drive festive, regional, and channel-specific consumer engagement programs to improve off-take and retail conversions.
Digital Marketing & E-Commerce Growth
- Lead end-to-end digital transformation initiatives for brand growth and consumer engagement.
- Develop performance-driven digital strategies across:
- Social Media Marketing
- Performance Marketing
- Influencer Collaborations
- Content Marketing
- SEO/SEM
- Video Marketing
- Consumer Engagement Campaigns
- Drive e-commerce business growth across platforms such as:
- Amazon
- Flipkart
- Blinkit
- Zepto
- Swiggy Instamart
- Modern Trade & Quick Commerce Channels
- Optimize digital shelf visibility, product listings, ratings & reviews, content quality, promotional campaigns, and conversion metrics.
- Monitor and improve key digital KPIs including CAC, ROAS, CTR, engagement rates, traffic growth, and online revenue contribution.
Creative, Packaging & Communication Excellence
- Lead packaging communication strategy, creative development, artwork approvals, product photography, and visual branding consistency.
- Ensure all consumer-facing communication aligns with brand identity, category relevance, and premium market standards.
- Manage internal creative teams and external agencies for:
- Advertising creatives
- Packaging designs
- Digital assets
- Corporate communication
- Brochures & POSM
- Retail branding materials
- Drive innovation in packaging aesthetics, consumer storytelling, and shelf-impact communication.
Product Launches & Innovation Management
- Collaborate with R&D, Sales, Supply Chain, and Production teams for successful product launches and category extensions.
- Develop comprehensive GTM (Go-To-Market) strategies for new products, SKUs, and innovation pipelines.
- Conduct consumer insight studies, market research, and product feasibility assessments to support innovation-led growth.
- Monitor post-launch performance, consumer adoption, and market feedback for continuous improvement.
Budgeting, Analytics & Business Performance
- Prepare and manage annual marketing budgets with strong focus on optimization and profitability.
- Evaluate marketing effectiveness through ROI analysis, campaign analytics, consumer metrics, and sales impact assessments.
- Present strategic performance reviews, dashboards, and growth recommendations to senior leadership.
- Build data-driven marketing frameworks to improve decision-making and business scalability.
Leadership & Stakeholder Management
- Lead, mentor, and inspire a high-performing marketing team fostering innovation, accountability, and collaboration.
- Build a strong performance-driven culture with clear KPIs, capability development, and succession planning.
- Manage relationships with advertising agencies, media partners, research firms, digital agencies, production vendors, and strategic partners.
- Collaborate cross-functionally with Sales, Finance, Operations, R&D, and Supply Chain teams to ensure seamless execution of business priorities.
Desired Candidate Profile
Educational Qualification
- MBA / PGDM in Marketing from a reputed institution.
- Additional certifications in Digital Marketing, Brand Management, Consumer Analytics, or E-Commerce will be an added advantage.
Experience
- 12–18 years of progressive experience in FMCG marketing, preferably within Food, Biscuits, Snacks, Chocolates, Confectionery, or Consumer Products sectors.
- Proven track record of leading national marketing functions for established consumer brands.
- Strong exposure across ATL, BTL, Brand Management, Digital Marketing, Trade Marketing, and E-Commerce ecosystems.
- Experience managing large-scale integrated campaigns, multi-channel consumer engagement, and cross-functional leadership teams.
Core Competencies
- Strategic Brand Building
- Consumer & Market Insight Orientation
- Integrated Marketing Communications
- Media Planning & Campaign Management
- Digital & Performance Marketing Expertise
- E-Commerce Business Understanding
- Retail & Distribution Ecosystem Knowledge
- Data Analytics & ROI Measurement
- Leadership & Team Development
- Stakeholder & Agency Management
- Creative & Packaging Sensibility
- Strong Negotiation & Communication Skills
Key Performance Indicators (KPIs)
- Brand Awareness & Equity Enhancement
- Market Share Growth
- Sales Contribution Through Marketing Initiatives
- ROI on ATL / BTL / Digital Campaigns
- E-Commerce Revenue & Digital Growth Metrics
- Product Launch Success Rate
- Retail Visibility & Trade Activation Effectiveness
- Consumer Engagement & Retention Metrics
- Team Productivity & Execution Excellence
- Budget Utilization Efficiency
Why Join Us
- Opportunity to lead the marketing transformation of a fast-growing FMCG food organization.
- Direct exposure to leadership decision-making and business strategy.
- Dynamic, entrepreneurial, and growth-oriented work culture.
- Opportunity to build iconic consumer brands at a national scale.
- High ownership role with strong visibility and career progression potential.
