Marketing Manager – Consumer Insights & Performance Marketing
Location: Chennai / Tamil Nadu (Extensive Travel Across Tamil Nadu & South India)
Experience: 4–8 Years
CTC: Maximum gross upto 16 LPA
About the Role
Our client owns two fast-growing steel brands in South India and is building a modern, consumer-first marketing function.
This is not a traditional steel industry marketing role. We are looking for a digital-first marketer who understands consumer behaviour, performance marketing, AI-powered content creation, and brand building. Industry experience in steel is not mandatory.
You will be the primary marketing lead, working closely with the sales team while independently driving digital campaigns, consumer insights, content creation, brand management, and BTL initiatives.
Key Responsibilities
Consumer Insights
- Understand how homeowners, self-builders, contractors, and influencers choose TMT brands.
- Conduct regular market visits across Tamil Nadu and South India.
- Gather customer insights from dealers, retailers, contractors, and end consumers.
- Convert insights into marketing campaigns that influence purchase decisions.
Digital Marketing
- Manage annual digital marketing budgets of 50 Lakhs–2 Crores.
- Plan and execute Meta (Facebook & Instagram) and Google Ads campaigns.
- Monitor ROAS, CPL, branded search growth, dealer enquiries, and campaign ROI.
- Continuously optimize campaigns through A/B testing and creative experimentation.
Brand Management
- Own and protect the brand identity across all customer touchpoints.
- Develop high-quality marketing content using AI tools including ChatGPT, Canva AI, Adobe Firefly, and similar platforms.
- Manage social media, brochures, dealer communication, product literature, videos, and digital creatives.
- Build and execute integrated content calendars.
BTL Marketing
- Execute dealer engagement programmes, retailer activations, contractor meets, and mason engagement initiatives.
- Manage trade promotions, loyalty programmes, branding activities, and regional events.
- Partner with sales teams to improve market visibility and demand generation.
Marketing Analytics
- Measure campaign effectiveness and marketing ROI.
- Build dashboards and present monthly performance reports to leadership.
- Use customer data and market intelligence to improve marketing effectiveness.
Candidate Profile
- Bachelor's degree in Marketing, Business, Mass Communication, or a related discipline (MBA preferred).
- 4–8 years of experience in Brand Marketing, Digital Marketing, Consumer Marketing, or Performance Marketing.
- Hands-on experience managing Meta Ads and Google Ads independently.
- Strong understanding of consumer behaviour and customer journey mapping.
- Experience with AI-powered marketing tools such as ChatGPT, Canva AI, Adobe Firefly, Jasper, or similar.
- Knowledge of Google Analytics, Meta Business Suite, and Excel.
- Excellent communication skills in Tamil and English.
- Willingness to travel extensively across Tamil Nadu and South India.
Preferred Industry Background
- FMCG
- Consumer Goods
- Building Materials
- Paints
- Cement
- Ceramics
- Tiles
- Home Improvement
- Real Estate
- Digital Marketing Agencies
(Steel industry experience is welcome but not mandatory.)
Key Skills
Consumer Insights, Brand Management, Performance Marketing, Digital Marketing, Meta Ads, Google Ads, Marketing Analytics, AI Marketing, ChatGPT, Canva AI, Adobe Firefly, Content Marketing, BTL Marketing, Dealer Marketing, Trade Marketing, Consumer Behaviour, Campaign Management, Google Analytics, Marketing Strategy.
Why Join Us
- Build the marketing function for two rapidly growing brands.
- High ownership with direct access to leadership.
- Opportunity to create an AI-first marketing engine.
- Large marketing budgets with measurable business impact.
- Fast-paced environment with significant career growth potential.
