Marketing Manager

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Role Summary

The Marketing Manager will lead and execute the integrated brand, digital, and customer marketing strategies for Tirra Origins. This role is pivotal in driving consumer awareness, demand generation, channel-specific campaigns, and brand storytelling. The Marketing Manager will work across offline and digital mediums to position Tirra Origins as a premium, purposeful, and trusted name in the food and spice export industry.

About Tirra Origins

Tirra Origins is a purpose-driven company focused on building ethical, scalable solutions in the agri-value and food innovation space. We blend tradition with innovation, rooted in sustainability and a deep respect for those who grow, harvest, and consume. Our mission is to uplift farming communities, deliver premium products, and reimagine the future of traceable, high-integrity sourcing.

Life at Tirra Origins

We are a growth-stage company where experimentation, ownership, and trust define the work environment. Our team thrives on cross-functional collaboration, personal accountability, and collective wins. With flexible work models (onsite, hybrid, and remote based on role), quarterly wellness days, peer learning, and a strong culture of mentoring, we believe in growing people alongside the business.

Workplace Culture & Benefits

• Role-based hybrid work options
• Structured 6-day workweek (Mon–Sat, 9:30 AM to 6:30 PM IST)
• Founders-led learning tracks and cross-functional exposure
• Performance-linked growth paths and transparent reviews
• Company wellness days and mental health check-ins
• Early ownership opportunities and flat decision-making structure

Key Responsibilities

• Develop and own the annual marketing calendar, aligned with brand and revenue goals
• Lead execution of both ATL (above-the-line) and BTL (below-the-line) campaigns
• Collaborate with digital team for social media, SEO, paid ads, influencer partnerships
• Oversee packaging design, product storytelling, and shelf/display readiness
• Coordinate cross-functionally with Sales, Product, Creative, and Leadership for go-to-market
• Manage agency partners for media buying, content, and PR
• Track brand equity, consumer feedback, and competitive performance
• Analyze campaign metrics and report ROI and growth insights to leadership
• Represent marketing function in monthly reviews and new product launches

Required Qualifications

• Master’s degree in Marketing, Business.
• 5–8 years of experience in brand or marketing roles (FMCG, Food, or Consumer Products preferred)
• Proven experience in integrated campaign planning and execution
• Strong communication and storytelling capabilities
• Solid understanding of consumer psychology and positioning
• Proficiency in digital analytics, CRM, and basic creative tools

Preferred Skills

• Prior experience in building B2B, D2C or export-focused food brands
• Understanding of rural and urban Indian consumer landscapes
• Proficiency in Malayalam and English (Hindi is a plus)
• Familiarity with various MarTech Tools, Meta Ads Manager, Google Analytics, and influencer outreach tools

Key Performance Indicators (KPIs)

• Brand awareness and campaign reach (impressions, engagement, CTR)
• Campaign ROI and cost-per-lead/customer acquisition
• Product launch success metrics and shelf velocity
• Website and digital platform traffic (new vs. returning users)
• Creative asset development and usage across channels

Key Result Areas (KRAs)

• Marketing Strategy & Execution Excellence
• Brand Positioning & Storytelling
• Digital & Offline Campaign Integration
• Cross-Functional GTM Alignment
• ROI & Reporting Discipline