Head Marketing

Job Position: Head of Marketing

Sector: FMCG (Food)

Location: Cuttack, Odisha

Job Description:

We are a rapidly growing, challenger food brand in the FMCG space, focused on innovation, digital-first engagement, and building a genuine connection with the modern consumer. We are seeking a dynamic and highly strategic Head of Marketing to own the entire brand lifecycle, drive explosive growth, and solidify our market position against established industry giants. This role requires a blend of creative flair, digital expertise, and a sharp commercial focus.

Roles and Responsibilities:

1. Brand Strategy & Ownership

• Vision & Positioning: Develop and champion the brand identity, value proposition, and communication strategy across all product categories to resonate with the target "new age" consumer.
• Annual Marketing Plan: Create a comprehensive marketing calendar and budget, strategically allocating resources across digital, e-commerce, traditional, and experiential channels.
• Consumer Insights: Lead market research (online and offline) and utilize digital analytics to deeply understand consumer behavior, unmet needs, purchase triggers, and category trends to inform product development and campaign execution.

2. Digital, E-commerce & Performance Marketing

• Digital-First Execution: Oversee and scale all digital marketing efforts, including SEO/SEM, Paid Social (Meta, Google), programmatic advertising, and direct-to-consumer (D2C) channel growth.
• Social Media & Content: Drive a high-engagement social media strategy (Instagram, YouTube, etc.) focused on User-Generated Content (UGC), viral video content (Reels, Shorts), and authentic storytelling relevant to food, health, and lifestyle.
• Influencer Marketing: Establish and manage strategic partnerships with a tiered network of food bloggers, micro-influencers, and relevant celebrity endorsers for maximum reach and credibility.

3. Product, Packaging & Portfolio Management

• Innovation Pipeline: Partner with the R&D team to identify white spaces, conceptualize new product launches, and develop compelling launch campaigns from idea to market.
• Packaging Design: Ensure all product packaging is visually appealing, retail-ready, and aligns with modern design trends while clearly communicating key benefits (e.g., health, convenience, natural ingredients).
• Pricing Strategy: Collaborate with Sales and Finance to determine optimal pricing, promotion structures, and trade marketing initiatives across all sales channels (General Trade, Modern Trade, E-commerce).

4. Sales Enablement & Channel Marketing

• Trade Marketing: Develop Point-of-Sale (POS) materials, in-store activations, and promotional offers to drive trial and maximize shelf off-take in physical retail environments.
• E-commerce Merchandising: Work closely with e-commerce platforms (Amazon, Flipkart, Blinkit, etc.) teams to optimize product listings, run effective flash sales, and manage digital shelf presence.
• Public Relations & Media: Manage PR agency relations to generate positive media coverage, manage brand reputation, and build credibility through food and business publications.

Key Performance Indicators (KPIs):

• Function: Brand Equity

KPI Category: Brand Awareness (Unaided & Aided Recall)
Key Performance Indicator (KPI): Brand Awareness
Measurement Focus: How well the brand is known in the target market.

• KPI Category: Brand Sentiment / Share of Voice (SOV)

Key Performance Indicator (KPI): Brand Sentiment / SOV
Measurement Focus: Positive mentions vs. competitors, especially on social media.

• Function: Commercial Growth

KPI Category: Market Share (by Value/Volume in Key Categories)
Key Performance Indicator (KPI): Market Share
Measurement Focus: Growth relative to major competitors (like ITC).

• KPI Category: Marketing Return on Investment (MROI)

Key Performance Indicator (KPI): MROI
Measurement Focus: Revenue generated relative to total marketing spend.

• Function: Digital Performance

KPI Category: Customer Acquisition Cost (CAC)
Key Performance Indicator (KPI): CAC
Measurement Focus: Cost to acquire a new customer through paid digital channels.

• KPI Category: Digital Engagement Rate (Social Media)

Key Performance Indicator (KPI): Digital Engagement Rate
Measurement Focus: Likes, shares, comments, and saves relative to follower count.

• Function: Product Success

KPI Category: Trial & Repeat Purchase Rate
Key Performance Indicator (KPI): Trial & Repeat Rate
Measurement Focus: The percentage of first-time buyers who repurchase the product.

• KPI Category: New Product Launch Success

Key Performance Indicator (KPI): Launch Success
Measurement Focus: Revenue contribution and consumer acceptance of new SKUs in the first 6 months

Skills and Experience Required

• Experience: 10+ years in Marketing, with significant experience in a senior role within a Fast-Moving Consumer Goods (FMCG) company, preferably in the Food/Beverage sector. Experience in a Start-up/New Age Brand is highly preferred.
• Digital Mastery: Proven ability to build and scale brands using modern digital channels. Deep knowledge of performance marketing, content strategy, and e-commerce platforms.
• Creative & Commercial Acumen: The ability to merge highly creative, breakthrough campaigns with a strong focus on commercial outcomes and P&L responsibility.
• Data Fluency: Excellent analytical skills, capable of interpreting sales data, media performance metrics, and consumer panels to make data-driven decisions.
• Leadership: Strong team leadership, agency management, and cross-functional collaboration skills (working closely with Sales, R&D, and Operations).
• Education: MBA or equivalent Master's degree in Marketing/Business preferred.

Job Type: Full-time

Pay: From ₹32,485.35 per month

Work Location: In person