About the role

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.

Marketing Head