Head of Marketing

Job Description

Job Purpose The Head of Marketing is responsible for developing and executing the company’s overall marketing strategy to drive brand growth, consumer demand, market share, product performance, and long-term brand equity. The role leads brand management, consumer marketing, trade marketing alignment, product launches, digital marketing, market research, communication strategy, and marketing budget management across the company’s FMCG portfolio. Key Responsibilities 1. Marketing Strategy & Annual Planning • Develop the annual marketing strategy aligned with company growth objectives. • Prepare annual marketing plans by brand, category, channel, and campaign. • Define clear marketing priorities, investment plans, and expected business outcomes. • Translate company objectives into actionable brand and consumer strategies. • Monitor market trends and identify new growth opportunities. 2. Brand Management • Develop and protect the positioning, identity, and value proposition of each brand. • Establish clear brand guidelines and ensure consistent execution across all communication channels. • Monitor brand health, awareness, consideration, trial, and repeat purchase. • Develop strategies to strengthen brand equity and consumer loyalty. • Ensure marketing communication is consistent with the target consumer and brand positioning. 3. Consumer & Market Understanding • Conduct and manage market research, consumer studies, and competitor analysis. • Identify consumer needs, preferences, behavior, and emerging trends. • Analyze category size, market share, pricing, competitor activity, and consumption trends. • Translate consumer insights into product, communication, and commercial actions. • Maintain regular market intelligence reports for management. 4. Product & Portfolio Management • Manage the performance of existing products and SKUs. • Evaluate opportunities for new products, packaging, sizes, flavors, and formats. • Lead new product development and launch planning with relevant departments. • Review underperforming SKUs and recommend improvement, repositioning, or discontinuation where appropriate. • Ensure the overall portfolio is aligned with consumer demand and commercial objectives. 5. New Product Development & Launch • Develop consumer and market rationale for new product launches. • Coordinate with Sales, Production, Supply Chain, Finance, and external suppliers. • Prepare launch strategy, pricing recommendations, communication plans, and activation programs. • Establish launch KPIs and monitor post-launch performance. • Conduct post-launch reviews and recommend corrective actions. 6. Integrated Marketing Communication • Develop annual communication strategies for each brand. • Manage advertising across TV, digital, social media, outdoor, events, POSM, KOLs, and other channels. • Ensure communication is relevant, consistent, and measurable. • Manage creative agencies, media agencies, production houses, and external partners. • Review and approve campaign concepts, artwork, promotional materials, and brand content. 7. Digital & Social Media Marketing • Develop digital marketing strategies across relevant online platforms. • Manage social media content, digital campaigns, influencer/KOL programs, and online communities. • Track digital KPIs including reach, engagement, conversion, traffic, and campaign effectiveness. • Develop data-driven digital campaigns and optimize performance based on results. • Monitor consumer sentiment and online brand reputation. 8. Trade Marketing Alignment • Work closely with Sales and Trade Marketing to ensure strong in-market execution. • Develop shopper activation programs, promotions, POSM, merchandising standards, and visibility plans. • Ensure brand strategy is effectively translated into channel execution. • Review promotion performance and return on investment. • Support GT, MT, Key Account, Wholesale, HoReCa, and other relevant channels. 9. Pricing & Promotion Strategy • Support pricing strategy based on market positioning, competition, consumer value, and profitability. • Evaluate promotional mechanics and consumer offers. • Ensure promotions support long-term brand health and do not unnecessarily reduce brand value. • Analyze promotion effectiveness and ROI. • Coordinate closely with Sales and Finance on commercial implications. 10. Marketing Budget Management • Prepare and manage the annual marketing budget. • Allocate investment across brands, campaigns, media, activation, research, and agencies. • Monitor actual spending against approved budget. • Evaluate marketing ROI and campaign effectiveness. • Ensure marketing investments contribute to measurable business results. 11. Agency & Supplier Management • Select and manage advertising agencies, media agencies, event agencies, research companies, and production suppliers. • Prepare clear briefs and evaluate agency proposals. • Negotiate commercial terms and ensure timely delivery. • Maintain quality standards across all marketing materials and campaigns. 12. Team Leadership & Development • Lead, coach, and develop the marketing team. • Set individual and departmental KPIs. • Conduct regular performance reviews. • Identify training and capability-development needs. • Build succession plans for key marketing positions. • Establish a strong culture of creativity, accountability, discipline, and commercial thinking. 13. Cross-Functional Collaboration • Work closely with Sales on channel priorities, distribution, and execution. • Coordinate with Finance on marketing budgets, profitability, and ROI. • Work with Supply Chain and Production on product launches, packaging, and demand planning. • Coordinate with HR on recruitment and team development. • Support senior management with business reviews and strategic recommendations.

Job Requirements

• Bachelor's degree in Marketing, Business Administration, Communications, or a related field.
• MBA or postgraduate qualification is an advantage.
• Typically 8–12+ years of marketing experience, preferably within FMCG.
• At least 3–5 years in a senior marketing leadership role.
• Strong experience in brand management, consumer marketing, product launches, digital marketing, and market research.
• Good understanding of GT, MT, distributor, and FMCG Route-to-Market environments.
• Strong analytical, leadership, communication, and commercial skills.
• Proven ability to manage multiple brands and significant marketing budgets.