Sr. Manager - Growth Marketing

A. ROLE & CONTEXT

Purpose

The role is responsible for driving the marketing strategy, adoption narrative and growth interventions for key digital-led business programs in Herbalife India, including Protocol / Pro2col, loyalty-linked initiatives, CRM journeys and category penetration programs. The role will convert these opportunities into sharp propositions, content, sampling inputs, customer/associate communication, lifecycle nudges and measurable business outcomes.

Context / Background

Herbalife India is moving towards a more tech-enabled, data-led and customer-centric wellness ecosystem. In an associate-led model, success will depend on strong marketing translation: clear benefit stories, simple content, relevant campaign hooks, smart sampling choices, lifecycle communication and sharper category growth interventions.

Role Focus: Marketing proposition | GTM messaging | CRM/lifecycle journeys | sampling strategy inputs | category penetration | content/toolkits | performance optimisation

B. ROLE RESPONSIBILITIES

I. Business Impact

• Contribute to revenue, volume point and category growth by using digital-led programs, loyalty-linked interventions, CRM journeys and sampling inputs as marketing growth levers.
• Improve adoption and engagement of Protocol / Pro2col through strong propositioning, clear messaging, market activation and content support.
• Support category penetration beyond core weight-management products by identifying relevant cohorts, trial opportunities, cross-sell themes and repeat-purchase triggers.
• Help improve retention, repeat purchase, basket size and customer lifetime value through sharper lifecycle communication and marketing interventions.

II. Strategy

• Develop marketing strategy for Pro2col, loyalty-linked growth opportunities, CRM journeys and digital-led category activation programs.
• Define proposition, message hierarchy, reason-to-believe, content themes and campaign hooks for associates and customers.
• Provide marketing inputs on loyalty strategy, including sampling choices, category focus, target cohorts, engagement moments, repeat-purchase triggers and communication themes.
• Recommend sampling and trial strategy by defining which products to sample, for which cohorts, at which lifecycle moments, with what follow-up journey and success metrics.
• Build CRM and lifecycle marketing strategy across onboarding, education, reminders, reactivation, repeat purchase, milestone moments and category cross-sell.
• Translate consumer, associate, market and performance insights into practical marketing recommendations while staying aligned to brand and compliance guardrails.

III. Planning

• Prepare annual and quarterly marketing calendars for Protocol / Pro2col, loyalty-linked campaigns, CRM journeys, sampling interventions and category penetration pushes.
• Develop campaign and content briefs with objectives, target cohorts, message hierarchy, channel plan, timelines, budgets and expected business outcomes.
• Plan sampling interventions with clear cohort logic, product selection, conversion pathway, follow-up communication and measurement approach.
• Build communication journey maps across app, web, email, SMS, WhatsApp, social and associate-shareable formats, as applicable.
• Partner with analytics and business teams to track engagement, trial, conversion, repeat purchase, category uptake and campaign effectiveness.

IV. Role Execution

• Lead development of marketing content for Protocol / Pro2col, loyalty-linked initiatives and CRM journeys, including explainers, FAQs, pitch narratives, campaign assets and customer education material.
• Support go-to-market activation from a marketing standpoint by creating launch story, communication plan, content requirements, adoption hooks, pilot learnings and scale-up inputs.
• Work with category teams to design cross-sell, bundling, sampling and category penetration campaigns that are simple for associates to understand and compelling for customers to act on.
• Use loyalty-linked insights to recommend sharper customer cohorts, category pushes, sampling opportunities and business interventions.
• Create clear briefs for creative, content, CRM, digital, analytics and agency partners, ensuring output is consumer-relevant, associate-friendly and business-oriented.
• Track campaign and journey performance, identify drop-offs and recommend marketing fixes with urgency and clarity.

V. People Management and Development

• Manage agencies, vendors, interns or project teams where applicable through clear briefs, timelines, feedback and performance expectations.
• Improve marketing process discipline for campaign briefs, content development, review cadence, approval routing and performance learning loops.

C. SKILLS, PRINCIPLES AND RELATED COMPETENCIES

I. Problem Solving, Decision Making & Analytics

• Strong ability to diagnose growth, adoption, trial, retention and category penetration problems and convert them into practical marketing actions.
• Comfort with interpreting customer cohorts, purchase behaviour, campaign data, CRM performance, loyalty insights and digital engagement metrics.
• Ability to balance customer understanding, associate usability, brand consistency, compliance and commercial impact.

II. Teamwork, Collaboration and Leadership

• Strong cross-functional collaboration with category marketing, sales, loyalty, training, digital, analytics, legal, regulatory, creative and external partners.
• Ability to influence without direct authority and align multiple stakeholders around marketing priorities.
• High ownership, self-drive and professionalism in managing multiple campaigns, journeys and business priorities.

III. Communication, Negotiation and Influencing

• Strong ability to write sharp briefs, build persuasive recommendations and present marketing logic clearly to senior stakeholders.
• Ability to translate digital features, loyalty opportunities and business needs into compelling customer and associate-facing communication.
• Good creative judgement with the ability to simplify complex propositions into clear, usable and compliant messaging.

D. KEY PERFORMANCE INDICATORS (KPIs)

• Contribution to Protocol / Pro2col adoption and engagement through marketing campaigns, content and communication interventions.
• Improvement in CRM journey metrics such as open rate, click-through, completion, reactivation, repeat purchase and conversion, where tracked.
• Impact of sampling strategy inputs on trial, conversion, repeat purchase and category penetration.
• Growth in penetration of under-leveraged categories through digital-led, loyalty-linked or CRM-supported marketing initiatives.
• Quality, timeliness and business relevance of campaign briefs, content assets, FAQs, pitch narratives and communication toolkits.
• Budget utilisation, agency/vendor performance and compliance with brand guidelines, claims guardrails and approval processes.

E. EXPERIENCE AND QUALIFICATIONS

Minimum Experience & Essential Knowledge

Minimum Entry Qualifications

• 6-10 years of experience in brand marketing, category marketing, CRM/lifecycle marketing, digital growth marketing, loyalty marketing strategy or related consumer marketing roles.
• MBA / Master's degree in Marketing, Business Management, Digital Marketing, Media or Communications from a reputed institute preferred.
• Experience in FMCG, consumer health, nutrition, wellness, beauty, personal care, D2C, digital-first brands or direct selling preferred.
• Bachelor's degree with strong relevant experience may also be considered.
• Experience in campaign development, GTM planning, CRM journeys, sampling/trial activation, customer cohosting, content development and performance tracking.
• Strong written and verbal communication skills.
• Strong understanding of digital channels, CRM, loyalty-led engagement, content marketing, influencer/social ecosystems and marketing analytics.
• Proficiency in MS Office; comfort with dashboards, CRM reports, campaign analytics and digital performance reports preferred.
• Demonstrated ability to convert consumer, customer, associate and business insights into clear marketing plans and growth interventions.
• Knowledge of nutrition, wellness and direct selling business models will be an advantage.

F. PHYSICAL DEMANDS AND WORK ENVIRONMENT

Physical Demands

• Primarily office-based work with limited lifting and moderate walking/standing during meetings, events, activations or market visits, as required.

Work Environment

• Professional office environment with low to moderate noise levels; occasional travel, market visits, associate/customer engagement meetings, launches, content shoots or agency interactions may be required.