KPN Farm Fresh - Assistant General Manager - Marketing & Brand Communications

Role Brief:

The Incumbent will own and drive the end-to-end retail marketing strategy with a strong focus on brand development, territory-wise execution, visual merchandising, and performance-led campaigns. This role requires a 360- marketing approach across ATL, BTL, Digital, and Retail CRM, closely aligned with merchandising plans

Key Responsibilities:

Brand & Strategic Marketing:

- Lead brand development and positioning across all retail touchpoints to ensure consistency and differentiation.

- Translate brand strategy into effective in-store and consumer-facing executions across regions.

- Own annual and quarterly marketing plans aligned with business and merchandising goals.

Territory-wise & Retail Marketing Execution:

- Design and execute territory-specific marketing strategies based on regional consumer insights, store formats, and sales performance.

- Drive localized campaigns while maintaining brand consistency at a national level.

Partner with regional sales and operations teams to ensure seamless execution on-ground.

Visual Merchandising & In-store Experience:

- Work closely with VM teams to develop impactful visual merchandising guidelines, window displays, and in-store communication.

- Align VM with campaign themes, product launches, seasonal drops, and promotional calendars.

- Ensure customer journey optimization across all retail formats.

360- Campaign Management (ATL, BTL, Digital):

- Plan and execute integrated marketing campaigns across ATL, BTL, digital, social, and in-store channels.

- Manage store launches, activations, events, and partnerships to drive footfalls and brand visibility.

- Oversee digital performance marketing in collaboration with agency and internal teams.

Retail CRM & Customer Lifecycle:

- Lead retail CRM strategy, including customer acquisition, retention, loyalty programs, and repeat purchase initiatives.

- Use CRM data to drive personalized communication, offers, and omnichannel engagement.

Performance Marketing & ROI:

- Own campaign measurement frameworks with clear KPIs tied to footfall, conversion, AOV, retention, and sales uplift.

- Track marketing spends and ensure ROI-focused outcomes across channels.

- Leverage insights and analytics to continuously optimize campaigns and improve effectiveness.

Qualifications & Experience:

- 8-10 years of marketing experience with strong exposure to retail / consumer brands.

- Proven expertise in brand building, retail/offline marketing, visual merchandising, and CRM.

- Hands-on experience across ATL, BTL, digital, and performance marketing.

- Strong analytical mindset with the ability to link marketing initiatives to commercial outcomes.

- Excellent stakeholder management and execution leadership skills.