Head of Consumer Marketing

I. Key Responsibilities:

The Head of Consumer Marketing is responsible for defining and executing consumer-centric marketing strategies to drive brand equity, customer acquisition, engagement, and sales growth across retail channels. This role leads end-to-end consumer marketing initiatives, leveraging insights, data, and integrated campaigns to enhance customer experience and lifetime value.

1. Consumer & Brand Strategy

• Develop and own the overall consumer marketing strategy aligned with business and brand objectives.
• Define target consumer segments, value propositions, and customer journeys across online and offline retail touchpoints.
• Strengthen brand positioning and ensure consistent brand communication across all channels.

2. Campaign & Activation Management

• Lead planning and execution of integrated marketing campaigns (ATL, BTL, digital, in-store, CRM).
• Drive seasonal campaigns, promotions, product launches, and retail activations to maximize traffic and conversion.
• Collaborate closely with Trade Marketing and Operations to ensure flawless in-store execution.

3. Consumer Insights & Data-driven Marketing

• Leverage consumer insights, market research, and analytics to inform marketing decisions.
• Monitor customer behavior, trends, and feedback to continuously optimize campaigns and experiences.
• Work with CRM and data teams to enhance personalization and customer lifecycle marketing.

4. Digital & Omnichannel Marketing

• Oversee digital marketing strategy including social media, content, performance marketing, and e-commerce support.
• Ensure seamless omnichannel experience across physical stores, apps, websites, and third-party platforms.

5. Team Leadership & Stakeholder Management

• Build, lead, and develop a high-performing consumer marketing team.
• Manage agencies and external partners to deliver high-quality outputs on time and within budget.
• Partner cross-functionally with Sales, Merchandising, Operations, Finance, and HR.

6. Budget & Performance Management

• Own and manage the consumer marketing budget with clear ROI measurement.
• Define KPIs and track campaign performance, brand health, customer metrics, and sales impact.
• Report insights and recommendations to senior leadership.

II. Key Requirements:

1. Education & Experience

• Bachelor's degree in Marketing, Business, or related fields; MBA is a plus.
• Minimum 812 years of experience in marketing, with at least 35 years in a leadership role.
• Strong background in retail, FMCG, consumer brands, or omnichannel businesses.

2. Skills & Competencies

• Strong strategic thinking with hands-on execution capability.
• Deep understanding of consumer behavior, brand building, and retail dynamics.
• Proven experience in integrated marketing campaigns and digital marketing.
• Data-driven mindset with solid analytical and problem-solving skills.
• Excellent leadership, communication, and stakeholder management skills.
• Ability to thrive in a fast-paced, performance-driven environment.

3.Key Success Metrics

• Brand awareness, consideration, and preference
• Customer acquisition, retention, and engagement
• Campaign ROI and sales uplift
• Footfall and conversion rate (online & offline)