FERTIS INDIA is fast growing technology company, focused on research, development and commercialization of novel crop nutrients, microbes, and protectants. It provides customer services that addresses some of the key agricultural challenges of the 21st Century faced by farmers and commodity purchasers.

The company has several novel and high potential products which are patented. Every product has undergone extensive research. Further, the products are tested on multiple crops at multiple stages at different geographies. The results have been encouraging and has been accepted across progressive farmers and large corporate commodity purchasers as well. The company continues to invest aggressively in new products and service innovations.

FERTIS has received National Level Award at "India Agribusiness Awards 2022" by Indian Chamber of Food and Agriculture (ICFA) for outstanding contribution in Crop Nutrition and "Best Novel Nutrients Company Award" from ABSA consecutively for two years in 2023 and 2024.

Business Unit : Shared Services

Designation : Lead - Demand Generation

Level / Grade : Manager/Sr. Manager

Department : S&M

Work Location : Corporate Office

Reports to : Marketing Head

Qualification :

M.Sc. (Agriculture) - mandatory | MBA (Marketing / Agribusiness) - strongly preferred | Ph.D. in Agronomy or related discipline - added advantage

Age preference : 30 - 40 years

Work Experience : 15+ years

Role Summary :

The Lead - Demand Generation is responsible for designing, driving, and owning the national demand generation and product liquidation strategy for FERTIS INDIA across all crops, geographies, and channels. The role operates as the bridge between corporate marketing strategy and field-level execution - ensuring that every plan finalized at the Head Office is cascaded with zero deviation down to the farmer level through a structured, accountable hierarchy of RDGMs, ADGMs, TBMs, and TA/FAs.

The incumbent is the national single point of contact and accountability for all demand generation activities, product liquidation outcomes, dealer-to-farmer pull metrics, and field team productivity - from strategy to execution to measurement.

Primary mandate: Drive measurable, pull-based demand generation that results in consistent product liquidation from dealer to farmer, accelerates repeat purchase, eliminates aging stock, and builds FERTIS as the preferred crop-nutrition brand at the ground level - across all regions, seasons, and crop segments.

Role and Responsibilities :

1. National Demand Generation Strategy & Planning :

- Own and drive the annual, seasonal, and quarterly national demand generation strategy aligned with FERTIS's corporate marketing plan, product portfolio priorities, and sales targets - without deviation.

- Design the national DG calendar covering crop-wise, region-wise, and channel-wise activity plans - Big Farmer Meetings, Small Farmer Meetings, Field Days, Crop Seminars, Village Campaigns, Demo Programs, and Influencer Farmer Programs - and ensure 100% execution by RDGMs.

- Translate corporate strategy into clear, actionable regional plans cascaded through RDGMs to ADGMs, TBMs, and TA/FAs, with measurable targets, defined timelines, and zero room for unilateral deviation.

- Identify national-level demand white spaces, crop-segment opportunities, and high-potential geographies; build focused programs to capture them.

- Develop season-wise go-to-market DG plans for new product launches and priority SKU push programs in coordination with the Portfolio Manager and Marketing Head.

2. National Liquidation Ownership - Dealer to Farmer Pull :

- Own the national product liquidation outcome - ensuring consistent, pull-based movement of FERTIS products from distributor and dealer stocks to the farmer level through demand generation activities.

- Monitor region-wise, area-wise, and SKU-wise liquidation pipelines through RDGMs; identify gaps in dealer-to-farmer pull velocity and drive real-time course corrections.

- Enforce zero-tolerance for aging stock: drive targeted liquidation programs for POG (Products on Ground) and aging inventory in coordination with the Sales and Supply Chain teams.

- Track and improve dealer-to-farmer pull ratios quarterly across all regions; present liquidation dashboards to Marketing Head and senior leadership monthly.

- Design and oversee pull-based activation programs - retailer advocacy drives, demo-to-purchase conversion campaigns, and farmer loyalty initiatives - that structurally improve offtake velocity.

- Ensure RDGM and ADGM liquidation KPIs are reviewed, tracked, and actioned every month without exception; accountable for any regional liquidation gap.

3. RDGM Team Leadership & National Field Force Accountability :

- Directly manage and develop all RDGMs; responsible for their performance, productivity, and KPI achievement across assigned regions.

- Conduct monthly RDGM performance reviews covering DG plan execution, liquidation metrics, team productivity (ADGM/TBM/TA/FA layer), and market intelligence quality.

- Drive a high-performance culture across the national DG field force - set clear expectations, hold the team accountable, identify underperformers, and build capability through structured coaching, training, and SOP enforcement.

- Own the national field force capability agenda: design and deliver crop-wise, product-wise, and execution-SOP training programs for RDGMs; ensure training cascade reaches ADGM and TBM layers.

- Establish a structured review cadence - weekly operational reviews, monthly KPI reviews, quarterly business reviews - across the RDGM layer with documented action-closure tracking.

- Manage RDGM onboarding, territory assignments, and performance improvement plans in coordination with the HR function.

4. Campaign Management, ATL/BTL & Field Execution Quality :

- Oversee the national execution of all approved marketing campaigns - digital, ATL (Above the Line), and BTL (Below the Line) - ensuring execution quality, timelines, and SOP compliance at every level of the field hierarchy.

- Review and approve regional DG plans submitted by RDGMs before execution; ensure alignment with corporate strategy and reject/revise any plan that deviates from approved frameworks.

- Monitor field execution quality through geo-tagged activity reports, photo documentation, and surprise joint field visits with RDGMs and ADGMs.

- Partner with the Digital Marketing Lead for national rollout of digital campaigns, WhatsApp-based farmer engagement, and ATL/BTL creative deployment to zones.

- Drive testimonial collection pipelines - farmer and dealer success stories - through the RDGM layer and ensure quality content reaches the digital team within defined timelines.

- Measure and track campaign effectiveness (activity-to-enquiry conversion, demo-to-purchase rate, campaign recall, and brand preference scores) and iterate execution plans based on data.

5. Market Intelligence, Competitive Strategy & Insights :

- Build a structured national market intelligence system through RDGMs - covering competitor schemes, new product launches, impactful field activities, pricing shifts, and trade channel dynamics - and translate intelligence into actionable portfolio and campaign decisions.

- Track government policy changes (NBS, PM-PRANAM, soil health card programs, state subsidy schemes) that impact demand patterns and proactively align field programs accordingly.

- Identify seasonal demand shifts, crop acreage movements, and farmer behavior changes (fertigation adoption, premium product uptake, brand switching) and share structured insights with Marketing Head and Portfolio Manager.

- Commission and review campaign impact surveys, purchase intention studies, and farmer feedback analyses conducted by RDGMs and ADGMs; use findings to sharpen national DG strategy.

6. Cross-Functional Leadership & Governance :

- Serve as the national single point of contact for all field demand generation and liquidation matters - answerable to the Marketing Head for every regional achievement and gap.

- Collaborate with the Sales leadership (National Sales Head, ZBMs, DBMs) to align demand generation activities with sales pipeline, stock positions, and seasonal sell-in targets; ensure DG pull supports sell-through, not just sell-in.

- Partner with the Supply Chain and Procurement teams to share forward-looking demand signals from the field and prevent stockouts or overstocks of priority products.

- Coordinate with the Portfolio Manager for new product launch readiness - field-force briefing, demo-plot seeding, and retailer advocacy preparation.

- Work with the Digital Marketing Lead and Manager-MSS to ensure national ATL/BTL, branding, and digital campaign execution is seamlessly supported at the regional level.

- Participate in monthly Management Review Meetings (MRMs) and present national DG performance - activity achievement, liquidation metrics, team productivity, and strategic initiatives - to senior leadership.

7. Budget Ownership, ROI & Vendor Governance :

- Own the national demand generation budget; approve regional budget allocations to RDGMs and ensure utilization within sanctioned limits with full ROI accountability.

- Establish cost-per-activity benchmarks and track ROI for every major DG initiative - farmer meetings, field days, demos, and ATL/BTL programs - at the national and regional level.

- Review and approve major vendor and agency engagements initiated by RDGMs for ATL/BTL execution, event management, and campaign production.

- Ensure zero unauthorized expenditure across the field hierarchy; enforce budget governance SOPs through the RDGM layer.

- Submit monthly budget-vs-actual reports with variance analysis and corrective plans to the Marketing Head.

8. MIS, Reporting & Documentation :

- Establish and enforce a rigorous national MIS framework - weekly activity reports, fortnightly liquidation trackers, and monthly DG dashboards - submitted without exception by all RDGMs.

- Compile and present monthly national demand generation performance dashboards covering: plan vs. actual activity execution, dealer-to-farmer pull metrics, aging stock status, team KPI achievement, and competitive landscape updates.

- Maintain accuracy and integrity of all field data; identify and correct data quality issues at the RDGM level.

- Ensure 100% documentation compliance - geo-tagged activity proof, farmer contact records, and claim submissions - across the national field force

Required Skills :

- End-to-end recruitment lifecycle management

- Stakeholder and hiring manager relationship management

- Multi-channel sourcing expertise (job portals, LinkedIn, referrals, vendors, campuses)

- Interviewing and behavioural assessment capability

- Compensation fitment and offer negotiation skills

- Talent pipeline building for critical and niche roles

- Recruitment MIS, dashboards, and analytics

- Strong verbal and written communication skills

- Hands-on knowledge of ATS and HR systems