Head of Marketing

Job Title: National Marketing Manager

Department:

Marketing

Reports to:

CEO

Supervises:

Marketing Managers & Events/Activation Manager

Position Summary:

The National Marketing Manager is responsible for leading, developing, and executing the company’s overall marketing strategy to drive sustainable volume growth, market share expansion, brand equity enhancement, and commercial excellence. The role provides strategic direction and operational leadership across all marketing disciplines including ATL, BTL, Trade Marketing, Research, New Product Development, Brand Activation, Perfect Store execution, and stakeholder management.

The position works in close collaboration with Sales, Operations, Supply Chain, Technical, Finance, and external partners to ensure flawless execution of all marketing initiatives aligned with the company’s Annual Business Plan and long-term strategic objectives.

Main Responsibilities:

Strategic Planning & Business Leadership

• Lead the development and execution of the Annual Business Plan (ABP) and Strategic Business Planning (SBP) for the Marketing function.
• Translate corporate objectives into clear marketing strategies, initiatives, and measurable deliverables.
• Provide strategic input into long-term business growth opportunities, portfolio expansion, and route-to-market effectiveness.
• Monitor business performance against plan and recommend corrective actions where required.

Brand & Portfolio Management

• Lead the overall brand strategy, positioning, communication frameworks, and execution across all brands.
• Ensure consistent brand standards, guidelines, and visual identity across all consumer and trade touchpoints.
• Manage and optimize brand investment to maximize ROI and long-term equity.
• Lead Brand Ambassador programs including recruitment, training, deployment, performance management, and KPI tracking.

ATL & Media Management

• Lead development, planning, and execution of ATL strategies through annual media and creative contracts.
• Manage all media platforms including Television, Radio, Out-of-Home (OOH), Digital, Social Media, and emerging channels.
• Oversee media planning, budgeting, tracking, and post-campaign evaluation.
• Ensure strong negotiation with media and creative agencies to deliver cost efficiencies and superior value.

BTL, Trade Marketing & Execution Excellence

• Lead development and execution of BTL programs to drive volume, visibility, availability, and consumer engagement.
• Oversee market activations, consumer promotions, sampling programs, and national/regional trade initiatives.
• Ensure best-in-class execution standards across traditional and modern trade.
• Manage Perfect Store strategy, planning, and execution excellence by region.
• Ensure alignment of BTL activities with Sales priorities and regional market dynamics.

New Product Development (NPD)

• Lead New Product Development projects in collaboration with the Head of Research & Product Development.
• Drive concept development, business case creation, consumer testing, pricing strategy, and go-to-market planning.
• Ensure timely and successful launch execution across all channels.
• Monitor post-launch performance and implement optimization plans.

Supplier, Vendor & Agency Management

• Manage all marketing-related suppliers, vendors, and service providers.
• Lead contract negotiations to ensure maximum commercial, operational, and strategic benefit to the company.
• Maintain strong long-term partnerships while ensuring performance accountability.
• Manage creative, media, activation, merchandising, and production agencies.

Research, Insights & Analytics

• Manage research agencies responsible for Retail Audit, Media Monitoring, Trade Surveys, Consumer Research, and Merchandising tools.
• Analyze category, market, consumer, and competitor data from multiple internal and external sources.
• Convert insights into actionable recommendations for management.
• Deliver structured monthly performance and insight reports to senior leadership.

Cross-Functional Leadership

• Work closely with Sales Managers, Regional Heads, Plant General Managers, and Supply Chain teams to ensure flawless execution.
• Align marketing plans with operational capabilities and sales priorities.
• Provide clear communication, direction, and performance feedback to cross-functional stakeholders.

Events, Activations & Visibility

• Lead all large-scale Head Office–driven events, launches, and national activations.
• Oversee planning, execution, budgeting, and post-event evaluation.
• Ensure strong brand presence at corporate, trade, and consumer events.

Trade Visibility & Artwork Management

• Oversee development and execution of all trade artworks and branding materials.
• Manage visibility and merchandising assets across Stockist, Wholesale, Retail, On-Premise, and Key Account channels.
• Ensure consistency, quality, and brand compliance across the entire trade landscape.

People Management & Capability Building

• Lead, coach, and develop the marketing team to deliver high performance.
• Build a strong performance-driven culture through clear KPIs and accountability.
• Identify high-potential talent and support structured career development plans.