Head - Marketing

Reports To: Director / Designated Management Representative

Location: Kolkata; travel to customer locations, project sites, and manufacturing units as required

Job Description:

The Head - Marketing will lead the Company's overall marketing, sales, and business development activities across its business portfolio. The role will focus on revenue growth, market expansion, customer relationships, tender and project business, pricing strategy, order acquisition, and coordination with internal functions to convert business opportunities into profitable and executable orders. The incumbent will develop market intelligence, strengthen relationships with EPC contractors, utilities, DISCOMs, government departments, industrial customers, and channel partners, and ensure that sales commitments are aligned with production capacity, commercial terms, and delivery capabilities.

Key Responsibilities:

Marketing Strategy & Business Development:

- Lead market development and customer engagement across the Company's business portfolio, identifying target customers, EPC partners, consultants, new opportunities, and relevant approval pathways.

- Develop and implement annual and quarterly marketing and sales plans aligned with the Company's business portfolio, target markets, and growth objectives.

- Identify new markets, customer segments, geographies, infrastructure projects, and business opportunities in power transmission, distribution, renewable energy, EPC, industrial, and utility sectors.

- Build and maintain a strong sales pipeline and develop account plans for key customers, target projects, and strategic market segments.

- Track market demand, competitor activity, pricing trends, customer preferences, and emerging business opportunities; provide actionable market intelligence to management.

- Develop strategies to increase market share, customer coverage, product penetration, and profitable order acquisition.

Key Account & Customer Relationship Management:

- Build a focused business pipeline for strategic customer segments, infrastructure projects, and other relevant opportunities based on customer and project requirements.

- Develop and maintain relationships with EPC companies, power utilities, DISCOMs, State Electricity Boards, government agencies, railways, infrastructure companies, industrial customers, and approved distributors.

- Engage with key decision-makers, consultants, project owners, procurement teams, and technical stakeholders to understand requirements and build business relationships.

- Conduct regular customer visits, business reviews, product presentations, and follow-ups to strengthen customer engagement.

- Address customer concerns and coordinate with Technical, Quality, Production, and Dispatch teams to resolve product, delivery, and service issues.

- Develop long-term account strategies to improve repeat business, customer retention, and share of wallet.

Tendering, Bids & Project Business:

- Identify and evaluate relevant tenders, RFQs, EPC opportunities, customer requirements, and project enquiries across the Company's business portfolio.

- Coordinate with Tendering, Technical, Finance, and Commercial teams to prepare competitive and compliant techno-commercial offers within submission deadlines.

- Review tender specifications, eligibility criteria, qualification requirements, BOQs, delivery schedules, payment terms, liquidated damages, warranties, and other commercial risks.

- Lead bid strategy, pricing discussions, negotiation planning, and management approvals for strategic and high-value opportunities.

- Track tender outcomes, order conversion ratios, competitor positioning, and reasons for wins or losses; implement improvement actions.

Sales Planning, Revenue & Order Booking:

- Prepare annual budgets, sales forecasts, monthly targets, customer-wise plans, product-wise targets, and order booking plans.

- Monitor enquiry pipeline, quotation status, order conversion, sales revenue, contribution, outstanding orders, and forecast accuracy.

- Drive achievement of sales and order booking targets while maintaining focus on profitability, payment terms, and customer quality.

- Review sales performance with the team and establish clear targets, account ownership, review cadence, and corrective actions.

- Ensure that sales forecasts and customer commitments are realistic and aligned with manufacturing capacity, material availability, and delivery schedules.

Pricing, Negotiation & Commercial Control:

- Develop pricing recommendations based on raw material movements, conversion costs, market conditions, competitor benchmarks, freight, credit exposure, and required margins.

- Lead commercial negotiations on price, payment terms, delivery, credit limits, warranties, and contractual conditions within approved authority.

- Coordinate with Finance and Costing to evaluate product contribution, order profitability, price variations, and customer-wise commercial performance.

- Ensure discounts, special pricing, credit terms, and deviations from standard conditions receive appropriate approval.

- Monitor customer outstanding balances and coordinate with Finance and Accounts to support timely collections and resolution of payment disputes.

Channel Development & Market Coverage:

- Identify, appoint, develop, and manage distributors, dealers, channel partners, and representatives where relevant to the Company's business model.

- Set territory-wise coverage plans, channel targets, performance expectations, and review mechanisms.

- Monitor channel performance, market reach, customer service, pricing discipline, and compliance with company policies.

- Develop relationships with consultants, contractors, industry associations, and other relevant market influencers.

- Ensure channel activities support profitable growth and do not create avoidable channel conflicts.

Team Leadership & Performance Management:

- Lead and develop the marketing, sales, key account, and business development team.

- Define roles, territories, customer allocation, sales targets, reporting standards, and performance review mechanisms.

- Coach team members in customer engagement, tender analysis, negotiation, product knowledge, pipeline management, and commercial discipline.

- Review field activity, customer visits, enquiry follow-up, quotation turnaround, conversion ratios, and individual performance.

- Coordinate with HR on recruitment, onboarding, training, capability development, and performance management for the marketing function.

MIS, Forecasting & Management Reporting:

- Ensure timely and accurate sales MIS covering enquiries, quotations, tender status, order booking, billing, revenue, margins, collections, and pipeline.

- Prepare weekly and monthly business reviews highlighting performance against budget, opportunities, risks, customer developments, and required decisions.

- Maintain a structured CRM or equivalent customer and opportunity database, ensuring accurate updates and follow-up discipline.

- Analyse sales trends, product mix, customer concentration, win/loss ratios, forecast accuracy, and regional performance.

- Present actionable recommendations to management for revenue growth, market expansion, pricing, and customer development.

Compliance, Governance & Customer Commitments:

- Ensure compliance with company policies, delegated approval limits, tender conditions, customer contracts, and applicable business requirements.

- Maintain appropriate records of quotations, tenders, approvals, negotiations, customer communications, and commercial commitments.

- Identify risks relating to customer credit, contractual penalties, delivery obligations, specifications, and order profitability and escalate them appropriately.

- Promote ethical marketing practices, transparent reporting, customer confidentiality, and responsible business conduct.

Key Skills:

- Strong experience in B2B industrial marketing, sales, and business development across relevant products, customer segments, and project-based markets.

- Established relationships with EPC contractors, utilities, DISCOMs, State Electricity Boards, railways, infrastructure companies, and industrial customers.

- Strong channel networking skills, including developing and maintaining relationships with distributors, dealers, channel partners, consultants, contractors, and market influencers.

- Expertise in tendering, techno-commercial offers, pricing, negotiations, order booking, and key account management.

- Strong understanding of customer requirements, product/application considerations, approval processes, project requirements, and manufacturing lead times.

- Commercial acumen in pricing, margins, credit terms, payment follow-up, and order profitability.

- Strong leadership, communication, customer relationship, presentation, and team development skills.

- Ability to analyse sales data, market intelligence, pipeline performance, and business forecasts.

- Proficiency in MS Excel, PowerPoint, CRM/ERP systems, and sales MIS.

Qualifications:

- Bachelor's degree in Electrical Engineering is preferred. A degree or diploma in Electrical, Electronics, or a related engineering discipline may be considered with strong relevant industry experience.

- MBA/PGDM in Marketing or Business Management will be an added advantage.

- Typically, 10 - 15 years of experience in B2B industrial marketing, sales, and business development, preferably in manufacturing, engineering, infrastructure, EPC, or other project-driven industries.

- Significant experience in tender-driven business, key account management, commercial negotiations, and leading a sales/marketing team is expected.

- Established customer relationships and strong channel networking in relevant markets will be an advantage.

Work Environment:

- The role involves a combination of office-based planning, customer and channel visits, tender and commercial reviews, and visits to manufacturing units and project locations.

- The incumbent must be willing to travel extensively based on customer requirements and business priorities.

Reporting Structure:

- Reports to: Managing Director / Designated Management Representative.

- Coordinates with: Sales, Tendering, Technical, Projects, Production Planning, Production, Quality, Purchase, Stores, Dispatch, Finance, Costing, HR, and other relevant functions.

Key Performance Indicators (KPI):

- Qualified enquiries, customer engagement, approval progress where applicable, and business pipeline generated across the Company's portfolio.

- Achievement of annual and monthly sales revenue and order booking targets.

- Achievement of targeted gross contribution / order profitability, subject to approved pricing and costing norms.

- Growth in strategic accounts, new customer acquisition, market coverage, and product penetration.

- Tender participation quality, bid submission timeliness, and tender/order conversion ratio.

- Accuracy of sales forecasts and quality of the order pipeline.

- Timely customer follow-up, quotation turnaround, and customer satisfaction.

- Achievement of billing milestones and support for timely collection of outstanding dues.

- On-time delivery performance through effective cross-functional coordination.

- Team productivity, target achievement, customer coverage, and CRM/MIS discipline.

- Compliance with approval processes, commercial terms, and customer commitments.