General Manager - Marketing
1. Strategic Marketing & Business Growth
Develop and implement marketing strategies to drive sales growth across all business segments.
Identify new business opportunities, emerging market needs, and expansion areas within institutional and key account markets.
Plan annual sales & marketing budgets, forecasts, and growth targets aligned with company objectives.
2. Institutional & Key Account Management
Build and nurture long-term relationships with key accounts, large institutions, architects, consultants, project management companies, and influencers.
Lead institutional sales initiatives by tapping hospitals, schools, colleges, corporates, IT parks, canteens, and government establishments.
Ensure customer satisfaction, timely project completion, and retention of strategic accounts.
Negotiate high-value deals and finalize commercial terms with major clients.
3. Sales Leadership & Team Management
Lead, mentor, and motivate field and backend sales teams across India.
Set sales targets, define KPIs, and ensure consistent performance through monitoring, reviews, and corrective actions.
Build a high-performing sales organization through training, skill development, and performance coaching.
Foster a goal-driven, collaborative, and customer-first culture.
4. Marketing Communication & Brand Promotion
Oversee development of marketing collaterals, digital presence, product catalogues, presentations, and promotional campaigns.
Drive participation in trade shows, exhibitions, institutional meets, and industry networking events.
Align marketing communication with brand values and product positioning in each vertical segment.
5. Product Strategy & Market Insights
Work with product development teams to guide new product introductions based on market trends and customer requirements.
Provide structured market intelligence on competition, pricing, customer preferences and industry developments.
Ensure product line relevance, pricing strategy, and margin optimization.
6. Cross-Functional Coordination
Collaborate with operations, supply chain, design, and installation teams to ensure seamless order execution.
Coordinate with finance for quotation approvals, credit management, and receivables follow-up.
Work with R&D and design teams to refine solutions for large institutional projects.
7. Revenue, Profitability & Performance Management
Achieve monthly, quarterly, and annual revenue targets consistently.
Ensure healthy gross margins and product mix optimization.
Monitor sales funnels, conversion ratios, and institutional project pipelines.
Prepare management reports on sales performance, forecasts, and strategic initiatives.
Requirements
1. Educational Qualifications
Bachelor’s degree in Business Administration, Marketing, Engineering, or a related discipline.
MBA / PGDM in Marketing or Sales is strongly preferred.
Additional certifications in Sales Leadership, Key Account Management, or Strategic Marketing are an advantage.
2. Professional Experience
18–20 years of progressive experience in B2B / institutional sales and marketing.
Minimum 5–7 years in a senior leadership role (GM / DGM / National Sales Head).
Proven experience in commercial furniture, interiors, building materials, healthcare products, or project-based B2B businesses.
Strong exposure to institutional sales models, key account management, and large project negotiations.
Demonstrated track record of driving revenue growth, market expansion, and team scaling.
3. Domain & Industry Knowledge
Deep understanding of healthcare, education, corporate office, and cafeteria institutional buying behavior.
Knowledge of project-based selling, tendering processes, and institutional procurement cycles.
Familiarity with working alongside architects, consultants, PMCs, contractors, and facility managers.
Awareness of manufacturing constraints, lead times, cost structures, and customization requirements in furniture businesses.
4. Leadership & People Management Skills
Strong ability to build, lead, and inspire multi-regional sales teams.
Experience in defining KRAs, KPIs, incentive structures, and performance review mechanisms.
Capability to mentor mid-level managers and create leadership succession.
Proven change-management skills in growing or restructuring sales organizations.
5. Strategic & Analytical Skills
Ability to translate business objectives into clear sales & marketing strategies.
Strong analytical mindset with expertise in forecasting, pipeline management, and market analysis.
Comfortable with pricing strategy, margin management, and P&L responsibility.
Data-driven decision-making using CRM and sales analytics tools.
6. Commercial & Negotiation Expertise
Expertise in handling high-value institutional negotiations and contract closures.
Strong understanding of commercial terms, credit policies, payment cycles, and risk mitigation.
Ability to balance customer expectations with company profitability.
7. Communication & Stakeholder Management
Excellent verbal and written communication skills.
Ability to present business plans, forecasts, and performance updates to Board, Directors, and senior management.
8. Marketing & Brand Orientation
Strategic exposure to brand building in B2B environments.
Experience in overseeing marketing communication, exhibitions, institutional events, and digital marketing initiatives.
Ability to align brand messaging with sales objectives.
9. Technology & Systems Exposure
Hands-on experience with CRM systems, ERP coordination, sales dashboards, and MIS reporting.
Comfort with digital lead generation tools and data-driven sales processes.
10. Personal Attributes
Results-oriented, decisive, and execution-focused.
High integrity, professionalism, and ownership mindset.
Strong problem-solving and conflict-resolution abilities.
Willingness to travel extensively across regions and key accounts.
11. Success Indicators for the Role
Consistent achievement of annual revenue and growth targets.
Expansion of key accounts and institutional footprint.
Improved brand visibility and market positioning.
Strong, stable, and high-performing sales & marketing team.