Head of Marketing

Role Overview

The Head of Marketing will be responsible for building and leading the marketing function for our client, a purpose-driven agritech platform serving farmers and the broader agri-ecosystem. The role will drive brand credibility, farmer adoption, partner engagement, and go-to-market effectiveness across digital and on-ground channels.

This is a senior leadership role requiring a strong balance of strategy, execution, and people leadership, with the ability to simplify complex, technology-enabled offerings into compelling, trust-led narratives for rural and institutional audiences.

Key Responsibilities

1. Market & Customer Understanding

• Develop a deep understanding of farmer personas, agri value chains, FPOs, and ecosystem stakeholders
• Translate field-level insights into marketing strategies, messaging, and campaigns
• Establish voice-of-customer mechanisms to continuously inform product and GTM decisions

2. Product Marketing & Go-To-Market

• Own product positioning, value propositions, and go-to-market strategies
• Lead launches of new services, pilots, and enhancements across digital, field, and partner channels
• Develop sales and field enablement tools including decks, collaterals, and messaging frameworks

3. Brand Building & Storytelling

• Build a strong, farmer-first, purpose-led brand rooted in trust and impact
• Craft consistent narratives linking technology, livelihoods, sustainability, and inclusion
• Drive thought leadership, PR, and ecosystem visibility initiatives

4. Demand Generation & Growth Marketing

• Design and execute farmer acquisition, engagement, and retention programs
• Drive adoption through multi-channel marketing (digital, on-ground, partnerships)
• Track and optimize key growth metrics including CAC, activation, and retention

5. Partner & Ecosystem Marketing

• Collaborate with FPOs, agri-enterprises, financial institutions, NGOs, and channel partners
• Design co-branded campaigns and ecosystem-led growth programs
• Strengthen institutional credibility through strategic alliances and marketing support

6. Digital, Content & Marketing Technology

• Lead digital marketing strategies with sensitivity to rural digital behavior and vernacular needs
• Build content strategies across text, video, audio, and low-bandwidth formats
• Implement and leverage CRM, analytics, and marketing automation tools

7. Team Leadership & Marketing Operations

• Build, mentor, and scale a high-performing marketing team
• Work cross-functionally with Product, Technology, Sales, and Operations
• Own marketing budgets, agency partnerships, and performance scorecards

Key Performance Indicators (KPIs)

• Growth in farmer onboarding, activation, and retention
• Adoption and usage of services
• Brand trust, awareness, and engagement metrics
• Partner-driven growth contribution
• Marketing ROI and execution efficiency

Candidate Profile

Education & Experience

• 15+ years of experience in marketing leadership roles
• Proven experience marketing complex, technology-enabled platforms
• Exposure to India-first, ecosystem-driven, or impact-oriented businesses
• Track record of building and scaling marketing functions

Skills & Competencies

• Strong product marketing and GTM capability
• Purpose-led brand and storytelling expertise
• Data-driven growth marketing mindset
• Excellent stakeholder and cross-functional leadership skills
• Ability to operate in dynamic, evolving environments