Pidilite - Head - User Marketing

SUMMARY

We are seeking a dynamic and experienced Head - User Marketing to lead our user engagement, content strategy, and advocacy initiatives across digital platforms. This role will be responsible for creating meaningful user experiences, driving digital engagement, building strong communities, and strengthening brand advocacy through innovative content and influencer-led programs.

The ideal candidate will possess a deep understanding of consumer behavior, digital ecosystems, content marketing, and community-building strategies, with a proven track record of delivering measurable business outcomes through user-centric campaigns.

EDUCATION MBA from a reputed institute.

TECHNICAL SKILLS

- Strong expertise in content strategy and content marketing.

- Proven experience in influencer marketing and creator ecosystem management.

- Deep understanding of community building and user engagement strategies.

- Excellent storytelling, communication, and campaign management skills.

- Strong analytical mindset with the ability to measure and optimize campaign performance.

- Experience managing cross-functional stakeholder relationships.

- Ability to develop and execute user-centric marketing initiatives that drive measurable business impact.

- Strong leadership and team management capabilities.

KEY RESPONSIBILITIES

User Engagement & Content Strategy

- Develop and execute a comprehensive user-first content strategy across WhatsApp, mobile applications, and social media platforms.

- Drive user engagement initiatives that enhance customer experience, retention, and advocacy.

- Identify emerging trends and opportunities to improve digital interactions and user journeys.

Content Development & Campaign Management

Create and oversee high-impact content including:

- Short-form - videos and reels

- Social media creatives

- User success stories and testimonials

- Educational and awareness campaigns

- Ensure content aligns with brand positioning, business priorities, and audience needs.

- Manage end-to-end content planning, production, and distribution.

Content Calendar & Planning

- Build and manage a robust content calendar across channels.

- Coordinate with internal stakeholders to ensure timely execution of campaigns and marketing initiatives.

- Monitor content performance & optimize based on engagement metrics and user insights.

Influencer & Advocacy Programs

- Scale and strengthen the Saarthi Programme to drive user advocacy and community participation.

Build and manage a diversified influencer ecosystem comprising:

- Macro Influencers

- Mid-Tier Influencers

- Nano Influencers

- Establish long-term influencer partnerships that enhance brand reach, credibility, and engagement.

Cross-Functional Collaboration

- Collaborate closely with Category, BTL Excellence, Digital Marketing, and other business teams.

- Lead integrated campaigns that deliver a seamless user experience across online and offline touchpoints.

- Ensure alignment between marketing initiatives and broader business objectives.

Innovation & Growth

- Drive innovative marketing initiatives focused on user education, engagement, and advocacy.

- Leverage emerging digital platforms, technologies, and content formats to maximize impact.

- Continuously analyze market trends, consumer behavior, and competitive activity to identify growth opportunities.

QUALIFICATIONS & EXPERIENCE

Experience

10+ years of experience in:

- User Marketing

- Digital Marketing

- Content Marketing

- Brand Marketing

SUCCESS METRICS

- Growth in user engagement and community participation.

- Increased effectiveness of content and influencer-led campaigns.

- Expansion and performance of advocacy programs such as the Saarthi Programme.

- Improvements in user education, retention, and brand advocacy metrics.

- Measurable contribution of marketing initiatives to business growth and customer engagement.

PREFERRED CANDIDATE PROFILE

- Strategic thinker with a customer-first mindset.

- Passionate about content, storytelling, and digital innovation.

- Experienced in building and scaling communities and advocacy programs.

- Demonstrated success in leading large- scale digital marketing and engagement initiatives.

- Comfortable working in a fast-paced, cross-functional environment.