Head - Marketing - Ceramics/Flooring/Sanitary

Position Summary:

Lead end-to-end marketing for India with full ownership of Brand, Retail Marketing (COCO & Distributor), Digital, Trade Marketing, Product Marketing, Visual Merchandising, PR, and Marketing ROI. Drive premium brand positioning, retail footfall, lead generation, channel engagement, and measurable revenue growth across all customer touchpoints.

Responsible for:

Brand Strategy and Positioning:

- Define India brand strategy aligned with global positioning.

- Lead annual integrated marketing plan (ATL, BTL, Digital, Trade).

- Drive premiumization and category leadership.

- Monitor brand health, share of voice, and competitive benchmarking.

- Ensure consistent brand identity across all markets and formats.

Retail Marketing:

- Own annual marketing calendar for COCO network.

- Drive store footfall through hyperlocal and performance campaigns.

- Lead 360- launch strategy for new stores.

- Standardize in-store branding, signage, and customer journey.

- Track footfall, conversion, same-store growth, and ROI..

Trade Marketing:

- Develop structured trade marketing programs.

- Execute dealer activations, co-funded campaigns, and regional events.

- Create marketing toolkits and POSM for distributors.

- Drive architect, interior designer, and influencer engagement.

- Measure trade campaign ROI and distributor participation.

Digital : Performance Marketing, Visual Merchandising & Experience:

- Lead digital demand generation strategy.

- Own SEO, SEM, paid media, social, CRM, and automation.

- Build O2O funnel to convert digital leads into store visits.

- Optimize CPL, CAC, ROAS, and digital revenue contribution.

- Enhance website performance, UX, and lead capture systems.

- Standardize VM guidelines across formats.

- Improve in-store experience and premium perception.

- Conduct periodic retail audits for brand compliance.

Product Marketing & Catalogues:

- Lead GTM strategy for all product launches.

- Define product positioning and communication.

- Oversee premium-quality catalogues (print & digital).

- Ensure sales enablement tools for retail and distributors.

- Improve sell-through of new launches

- Budgeting & ROI Governance

- Own annual marketing budget.

- Allocate spends based on growth priorities.

- Establish quarterly ROI reviews.

- Drive cost efficiency without brand dilution.

Team & Agency Leadership:

- Lead brand, digital, retail, and trade marketing teams.

- Manage creative, media, PR, and digital agencies.

Education Qualification: MBA (Human Resources) or any other

Experience:

- 20+ years in progressively senior including

- Strong exposure to retail + channel marketing.

- Digital-first mindset with performance marketing