Job Description

A. Position Details Position Title: General Manager Marketing Department: Marketing -
This role is pivotal in defining and executing marketing strategies that enhance brand equity, strengthen consumer connect, and deliver business growth. The Marketing Head will partner with category teams, sales, R&D, and external agencies to craft and implement high-impact initiatives while ensuring alignment with group-wide goals and long-term brand positioning. Key responsibilities will include: o Developing and rolling out marketing strategies for diverse portfolio across Staples & Impulse o Oversee the implementation of marketing campaigns across traditional and digital channels, including content creation, communication management, and performance tracking o Manage the planning and execution of marketing projects, ensuring timely delivery, resource coordination, and adherence to objectives o Lead the end-to-end process of New Product Innovation o Liaise with external partners to ensure timely and cost-efficient delivery of marketing campaigns.
C. Primary responsibilities
KRA1: Understand, Define & Continuously track evolving consumer needs o Define & track the targeted customer in terms of demographic & psychographic profile o Drive sharp consumer understanding through analysis of TG's consumption behavior o Understand triggers - needs, motivations & barriers of the target audience
KRA2: Define Brand Positioning & build a system to monitor brand performance o Based on the Target Group profile, their needs and motivations, revisit/redefine existing brand positioning in coordination with the internal team & external partners o Ensure consistent & clear understanding of the brand positioning across all stakeholders o Oversee and ensure manifestation of brand expression across all consumer touch points o Set Up a tracking system to periodically track and share Desired vs. Actual Brand Positioning KRA3: Marketing Strategy Development and Implementation o Develop comprehensive annual marketing plans to achieve defined business objectives for Staples and Impulse Categories in coordination with respective functional heads, with support from the category teams o Develop and execute all communication and marketing activities in line with the stated strategy ensuring a consistent 360 approach with clear timelines and well-defined measurement criteria o Define the consumer engagement framework and undertake initiatives to engage consumers across various touch points to strengthen the Brand positioning & drive offtakes o Develop annual marketing calendar and rolling 3 month calendar in alignment with marketing goals and own implementation of the same by all concerned stake-holders o Ensure that marketing plans are adaptable to emerging situations without compromising long-term objective o Manage the execution of marketing campaigns across traditional and digital channels in coordination with external agencies and internal stakeholders o Conduct market research and competitor analysis where required to formulate and optimize marketing plans. KRA 4: Campaign Execution, Content, and Communication o Oversee the creation, curation, and management of content for websites, social media platforms, and marketing materials, ensuring brand consistency. o Coordinate implementation of localized marketing campaigns including events, trade shows, or exhibitions aimed at boosting brand awareness, customer acquisition, and engagement. o Utilize digital marketing skills including SEO, SEM, social media marketing, and email marketing o Track and analyze campaign performance, using data-driven insights to optimize results o Provide actionable insights through reporting on key campaign metrics (ROI, engagement, lead generation, etc.)
KRA5: New Product Innovation o Lead the end-to-end process of identifying consumer needs, white spaces, and emerging trends to build a robust innovation pipeline in coordination with category teams, R&D, and business teams. o Translate insights into product concepts and validate them through structured consumer research, ensuring strong product-market fit before scaling. o Develop clear business cases for new products covering opportunity sizing, pricing, portfolio fit, and go-tomarket strategy, in collaboration with cross-functional stakeholders. o Drive the innovation funnel with defined stage-gates and timelines, ensuring agility, speed-to-market, and alignment with long-term business strategy. o Own the execution of pilot launches and in-market tests, establish measurement criteria, and recommend scaleup or course-correct decisions based on results. o Ensure that a defined percentage of business growth is delivered by new products launched in the past 24 months, with clear tracking and reporting. o Facilitate cross-functional collaboration across R&D, Sales, Supply Chain, and Finance to ensure innovation readiness and successful commercialization. KRA 6: Marketing Operations & Process Excellence o Establish and drive standardized marketing processes, frameworks, and operating practices across the group to ensure efficiency, consistency, and scalability. o Manage partnerships with creative, media, and digital agencies--overseeing selection, coordination, and performance to ensure quality, timeliness, and continuous improvement in output. o Lead the planning, coordination, and execution of key marketing projects (e.g., product launches, marketing campaigns, events), ensuring delivery within budget, on time, and aligned to defined objectives. o Track budgets, project timelines, and deliverables; proactively identify and resolve roadblocks to enhance overall effectiveness and speed-to-market. o Continuously explore and adopt new marketing tools, platforms, and techniques to keep operations agile, innovative, and future-ready. o Foster strong cross-functional collaboration and stakeholder communication to align resources and ensure seamless execution of marketing plans. D. Competency Function Competency Behavioural Competency Brand Management: Solid understanding of classic brand building techniques Strategic Thinking Data Analysis: Capability to use data for decision-making and performance tracking Analytical & Problem-Solving Skills Consumer Insights: Ability to gather, analyze, and apply consumer insights to build informed marketing strategies Creative thinking Budget Management: Ability to plan and manage marketing budgets effectively. Communication Skills Project Management:
Skills in planning and executing store launches and community events Influencing without authority Digital Marketing: Understanding of SEO, SEM, social media marketing, email marketing, and analytics tools Cross-functional collaboration E. Educational and Experience Requirements o MBA in Marketing/Communications from a reputed institution. o 15-20 years of proven marketing leadership experience in FMCG/Consumer businesses, with a track record of building brands and driving business growth. o Strong experience in managing and collaborating with creative, media, and digital agencies to deliver integrated campaigns and measurable results. o Demonstrated expertise in shaping digital strategy, driving consumer engagement across platforms, and leveraging emerging technologies for brand building. o Hands-on experience in leading new product development, market entry strategies, and innovation pipelines. o Ability to influence senior leadership, inspire teams, and work effectively across sales, R&D, supply chain, and finance.

Skills Required