Insurance Marketing Head

Key Responsibilities

Strategy & Planning:

- Develop and implement the annual marketing strategy for Tier 2 and Tier 3 markets, aligned with the company's overall business objectives.

- Conduct market research to understand regional customer behavior, preferences, and local competition in the insurance space (Life, Health, Motor, etc.).

- Identify and prioritize key geographies and customer segments for targeted marketing efforts.

- Define clear KPIs and ROI metrics for all marketing activities.

Campaign Management (ATL & BTL):

ATL Marketing: Conceptualize and manage mass media campaigns including local TV, radio, print, and outdoor advertising (hoardings, bus shelters) tailored to regional audiences.

BTL Marketing: Lead the end-to-end execution of hyper-local BTL activities such as:

- Organizing and participating in melas, exhibitions, and local community events.

- Managing on-ground activation teams and influencer marketing in local regions.

- Designing and distributing localized collateral (leaflets, brochures, posters).

- Implementing lead generation programs through local partnerships.

Retail & Channel Marketing:

- Develop and execute marketing programs to support and drive footfall to our retail distribution channels (agency offices, bancassurance partners, point-of-sale locations).

- Create effective Point-of-Sale (POS) materials and merchandising strategies to enhance in-branch customer engagement.

- Work closely with the Sales and Distribution teams to equip agents and partners with the necessary marketing tools and collateral.

- Train the sales force on new marketing campaigns and product launches.

Budget & Agency Management:

- Manage the marketing budget for the designated regions, ensuring optimal allocation and cost-effectiveness.

- Source, onboard, and manage external agencies (creative, media, event management) to ensure high-quality and timely delivery of projects.

Analysis & Reporting:

- Monitor, analyze, and report on the performance of all marketing campaigns, providing actionable insights and recommendations for optimization.

- Track competitor activity in the region and adapt strategies accordingly.

Required Skills & Qualifications

- Experience: 7 to 10 years of experience in marketing, with a mandatory focus on the insurance industry.

- Market Expertise: Proven hands-on experience in devising and managing marketing strategies specifically for Tier 2 and Tier 3 cities.

Marketing Skills:

- Essential: In-depth knowledge and practical experience in both ATL (TV, Radio, Print) and BTL (Events, Activations, Local Marketing) strategies.

- Essential: Strong expertise in Retail Marketing, channel marketing, and partner engagement.

- Industry Knowledge: A thorough understanding of insurance products (Life, Health, General), distribution models (agency, bancassurance, direct), and regulatory environment.

- Analytical Abilities: Strong data analysis skills to measure campaign effectiveness and ROI.

- Communication: Excellent verbal and written communication

- Skills. Proficiency in the local language(s) of the target regions is a significant advantage.

- Experience with digital marketing as part of an integrated strategy is a plus.