Customer Marketing Manager

Main Purpose of the Role

Leverage market segment foundations to identify the best segment opportunities for the South Asia cluster. Develop a clear understanding of the Who (ideal target customer), What (commercial and product offering) and How (where to play and the ideal customer engagement strategy) to design a seamless customer experience. Develop and execute omnichannel commercial programs and ensures cluster needs are integrated into the regional global innovation plan to deliver P&L targets and a sustainable market share growth in South Asia.

Scope: South Asia

Business Type: B2B

Direct Reports: None

Reports To: Head Marketing, South Asia

Role Accountabilities : 

Strategy Development : 

- Partners with Central & Regional Brand Marketing to build required innovation / renovation cadence to deliver on market segment strategy and support in-market launches with segment led-claims; Also provides those teams with market segment insights to ensure innovation / renovation projects fulfill local market needs

- Develops learning plan for assigned market segment & works with country sales and regional marketing to execute these plans

- Defines market segment strategy for 3 year Strategic Business Plans & Annual Business Plans

- Partners with Brand Marketing to develop the optimal portfolio mix for the market segment and align Reasons To Believe (RTB- s) for product solutions with Commercial Programs

Commercial Programs

- Works closely with country sales team to gain deep understanding of customer needs and create the best commercial solutions for customers .

- If the local market is the lead market, collaborates with Regional and Central Customer Marketing team to build Commercial Program Idea for the assigned market segment

- In conjunction with local agency partners, designs & executes omnichannel commercial programs for the assigned market segment, including creative, production, content, media, customer interface/engagement programs & lead management process

- Partners with regional customer marketing to develop market segment specific claims and manage local legal approval (where appropriate)

Sales Execution

- Works with Sales organization to develop the business model & customer experience plan for the assigned market segment

- Designs & executes full potential, account-based marketing programs by working with sales to identify key account targets & develop joint growth plans for the assigned market segment

- Builds capability of sales organization in key jobs to be done, insights associated with assigned market segments & commercial programs to improve sales closure rates

Standard Work

- Provides marketing support to the Sales Organization including promotional requests, end-user presentations, literature management

- Monitors performance of the market segment (share, sales, profit) and marketing programs (ROI) and adjusts accordingly

- Actively visits customers and channel partners to capture insights and check and adjust marketing programs

- Partners with Central Digital Operations team to develop and execute digital sales tools, websites, SEO/SEM etc.

- Ensures all marketing content is uploaded & maintained in the Digital Asset Management System

- Manages assigned marketing budget within CFI- s

- Acts as a member of the Market Segment Community of Practice to share & learn market segment best practices

Education & Experience

Essential:

- 7-10 years (P3) of experience in marketing / sales roles with a demonstrated track record of achievement and growth in leadership behavior

- P&L management

- Resolving complex problems and translating to business opportunities

- Managing & successfully influencing complex stakeholder relationships

Preferred:

- Masters / MBA with concentration in Marketing

- Experience in a B2B environment

- Experience working in assigned market segment

Commercial / Functional Skills

- Strong business & organizational acumen - understanding of market dynamics, P&L management & commercial mindset etc.

- Market research & marketing agency management

- Strong understanding of brand foundational tools

- Strong analytics skills

- Able to make tough, informed decisions quickly to keep performance on track

- Able to navigate and perform in ambiguous circumstances

- Demonstrated contagious positive energy to influence, inspire & drive results

- English language proficiency

Leadership Behaviors (Professional)

Build Trust

- Communication

- Leveraging Diversity

- Influence

Make Decisions

- Decision Making

- Planning & Organizing

Win Consistently

- Taking Ownership

- Think Customer

- Customer Focus

- Fueling Innovation

Continuously Improve

- Building Effective Work Relationships

- Adaptability

Build Talent

- Continuous Learning

- Coaching & Mentoring

Matrix Readiness :

- Proactively takes on new challenges and experiences

- Proactively manages tradeoffs driven by operating in a matrix; seeks to understand objectives and challenges of other teams & drive for common ground

- Constructively works through tensions created by the matrix

- Openly encourages debate & champion unpopular views with peers and leaders; demonstrates appreciation for the value of differences

- Demonstrates maturity & humility when faced with challenges and failure

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