General Manager - Marketing Head - B2B - Manufacturing

Job Description (Job Success Profile)

Basic Information

The main purpose of the Job - To oversee and drive comprehensive marketing strategies aimed at 'Category Recognition', Company Recognition' and 'Category Ownership'.

- The ideal candidate will possess expertise in both Above-the-Line (ATL) and Below-the-Line (BTL) marketing, along with a strong understanding of digital marketing.

- This role requires a strategic thinker capable of integrating various marketing channels to enhance brand visibility and drive business growth.

Job Title - General Manager - Marketing - B2B

Designation/position - General Manager Marketing - B2B

Company website Function Marketing

Type of Role (IC/TL/HOD) No. of team members reporting to (If applicable) 4 (tentative)

Job Information

Major Roles & Responsibilities (But not limited to) KRAs (with SMART KPIs) -

1. Strategic Planning:

- Develop and execute the overall marketing strategy synergical with business goals and objectives.

- Interface closely with cross functional stakeholders for strategy alignment.

- Collaborate with senior management to define marketing budgets, targets, and key performance indicators (KPIs).

- Stay updated on the Marketing strategies/ initiatives of Competitors/ relevant industries.

2. ATL Marketing:

- Lead the planning and execution of above-the-line campaigns, including TV, radio, print, and outdoor advertising.

- Work closely with creative teams and external agencies to ensure compelling and consistent messaging.

3. BTL Marketing:

- Oversee below-the-line marketing activities, including events, exhibitions, trade shows, direct mail, and other targeted campaigns.

- Develop and implement strategies to engage and nurture leads through various BTL channels

4. Digital Marketing:

- Develop and execute digital marketing strategies, including content marketing, social media, email campaigns, and SEO.

- Evaluate the performance of Content Marketing through appropriate Engagement Metrics.

- Stay abreast of digital marketing trends and leverage data analytics for continuous improvement.

5. Brand Management:

- Ensure a consistent brand identity & tracking across all marketing channels.

- Work collaboratively with cross-functional teams to enhance brand positioning and recognition.

6. Customer engagement

- Monitor, calculate & measure Customer metrics like Conversion rates, Acquisition costs, Lifetime value, Retention rates, Satisfaction, Market Share, Leads generation etc.

- Keep track & ensure steady flow of Content Pipeline.

- Collaborate with the sales team to align marketing activities with the sales funnel and customer journey.

7. Data Analytics and Reporting:

- Utilize analytics tools to measure the performance/ ROI of marketing campaigns across all channels.

- Provide regular reports to senior management, highlighting key metrics and insights.

8. Team Leadership:

- Lead and mentor a team of marketing professionals, fostering a collaborative and results-oriented culture.

- Conduct performance reviews and professional development plans for team members.

Competencies required Behavioural Strong entrepreneurial, communication and interpersonal skills.

Technical -Proven experience in marketing leadership roles within the B2B manufacturing sector.

- Strong understanding of ATL, BTL, and digital marketing strategies.

- Excellent analytical and strategic thinking skills.

- Demonstrated ability to manage budgets effectively.

- Proficiency in marketing automation tools and analytics platforms.

Key Stakeholders Internal

External

Experience & Qualifications

- Minimum Qualification Required Bachelor's & Master's degree in Marketing, Business, or a related field.

Minimum % of marks

Tier of college

(I, II, III, etc) Additional Professional Courses/hands-on exposure

Minimum Year of Experience required - 16-20 years

Preferred Industry - Manufacturing