Location : Bangalore

Experience : 10-15 years

Reporting to : National Head

Team Management: Yes (Regional team + agencies)

Travel: Frequent travel across South India

Role Objective:

Lead and scale end-to-end regional marketing for South India, driving top-funnel awareness, customer acquisition, and deepening of existing customer relationships through high-impact activations, events, sponsorships, partnerships, expos, and branch-led branding initiatives.

This role requires an entrepreneurial mindset-someone who can think like a business owner, identify growth opportunities, build scalable marketing engines, and deliver measurable business outcomes in a complex, multi-market region.

Key Responsibilities:

1. Regional Marketing Strategy & Funnel Ownership

- Own the regional marketing strategy for the South, aligned to national priorities and regional business targets.

Design and execute full-funnel marketing plans:

- Top funnel: Awareness and consideration through large-format events, sponsorships, expos, alliances, and visibility-led initiatives.

- Mid & lower funnel: Acquisition of new to bank customers, and cross-sell / up-sell to existing customers via curated experiences, branch-led programmes, and engagement platforms.

- Translate business goals into clear, outcome-driven marketing roadmaps.

2. Concept Creation & Entrepreneurial Growth Mindset

Lead concept building and innovation for:

- New customer acquisition models

- Existing customer engagement and monetization

- Affluent and emerging affluent segments

- Bring an entrepreneurial approach to marketing-testing new ideas, piloting formats, building partnerships, and scaling what works.

- Create big, differentiated ideas that can be localized across South markets without diluting brand consistency.

3. Regional Activations, Events, Alliances & Branch Branding

Own end-to-end execution of:

- Regional and local events, activations, sponsorships, expos, and experiential initiatives.

- Strategic partnerships with institutions, ecosystem players, and regional influencers.

- Drive branch branding and visibility initiatives to:

- Strengthen on-ground presence

- Improve walk-ins, local salience, and community connect

- Ensure branches act as strong marketing and acquisition touchpoints

- Ensure all activations are business-driven, differentiated, and measurable, not just visibility-focused.

4. Stakeholder Management & Regional Leadership

- Act as the primary marketing partner for senior regional business leaders across South India.

- Manage and influence senior stakeholders across sales, product, compliance, and leadership teams.

- Lead, coach, and scale a regional marketing team, setting clear goals, accountability, and capability benchmarks.

- Manage multiple agencies and vendors, ensuring quality execution, timelines, compliance, and ROI.

5. Performance Tracking, Analytics & ROI

- Own marketing performance metrics, including:

- Cost per lead (CPL)

- Cost per acquisition / conversion

- Event, activation, and branch branding ROI

- Build and publish monthly dashboards covering:

- Activity and market-wise performance

- Funnel conversion insights

- Optimization recommendations

- Use data and insights to optimize spend, improve efficiency, and scale high-performing initiatives.

6. Budget, Governance & Compliance

- Own regional marketing budgets, ensuring optimal allocation across markets, channels, and formats.

- Ensure all marketing activities comply with brand guidelines, regulatory norms, and internal governance standards.

- Drive cost efficiency and financial discipline while maintaining premium brand standards.

Skills & Capabilities Required:

Core Capabilities:

- Strong strategic and entrepreneurial mindset with hands-on execution experience.

- Deep expertise in BTL-led growth, experiential marketing, partnerships, and regional marketing.

- Proven ability to think funnel-first and outcome-first.

- Excellent oral and written communication skills; confident presenting to senior leadership.

- Strong analytical and commercial acumen, with comfort in ROI, CPL, and conversion metrics.

- Ability to operate effectively in a high-travel, multi-market regional role.

Market & Segment Understanding:

- Strong understanding of affluent and emerging affluent customer segments.

- Deep appreciation of regional nuances across South India and ability to localize strategies at scale.

Tools & Working Style:

- High proficiency in MS Excel and PowerPoint (data-driven storytelling).

- Hands-on with AI and modern presentation tools

- Experience building dashboards, reporting frameworks, and insight-led reviews.

Education & Language:

- Master's degree from a reputed institute.

- Excellent command of English (written and spoken).

- Knowledge of regional South Indian languages (Kannada / Tamil / Telugu / Malayalam) is preferred but not mandatory.

Ideal Candidate Snapshot:

- 10-15 years of experience with a strong regional leadership track record.

- Has built, scaled, and optimized regional marketing programs, not just executed campaigns.

- Thinks big-picture strategy, yet stays close to execution and numbers.

- Comfortable with frequent travel, senior stakeholder management, and high ownership roles.