VP Marketing

Job Summary This person will lead the transformation of a well-established regional heritage brand into a premium, nationally recognized snacks and sweets brand. This senior leadership role is responsible for establishing a professional marketing function that drives brand positioning, marketing strategy, digital and performance marketing, packaging, in-store experience, and team leadership. Reporting directly to the Managing Director & CEO, this role plays a critical part in supporting ambitious growth plans across new markets, channels, and international expansion. ## Responsibilities - Define and execute the overall brand and marketing strategy aligned with the company’s growth objectives. - Strengthen the brand’s positioning in existing markets and build presence in new markets, formats, and channels. - Ensure consistent messaging, visual identity, and brand experience across all customer touchpoints including stores, packaging, digital platforms, and trade. - Develop and implement annual and long-term marketing plans covering brand building, customer acquisition, product promotion, and market expansion. - Lead above-the-line (ATL), below-the-line (BTL), outdoor, print, local, and in-store marketing campaigns, including promotional calendars around festivals, seasons, and occasions. - Manage marketing for new store openings, geographic expansion, and product launches. - Own social media, content, influencer, and performance marketing efforts to grow direct-to-consumer, marketplace, and quick-commerce demand. - Build and manage customer data, loyalty, and CRM programs to improve retention, repeat purchase, and average order value. - Measure channel-level effectiveness and ROI, reallocating spend based on performance metrics. - Track consumer preferences, competition, and category trends to inform product development and packaging design. - Lead packaging design and renovation initiatives in collaboration with product and manufacturing teams. - Support management in evaluating new markets, formats, and products. - Manage the annual marketing budget, ensuring efficient spend and reporting ROI. - Oversee advertising, media, digital, design, and influencer agencies and vendors. - Build, mentor, and lead a high-performing marketing team; collaborate closely with Sales, Retail, Growth, and Operations teams. ## Qualifications - 12–20+ years of marketing experience with at least 5 years in a leadership role (Vice President, Head, Director, or General Manager Marketing) for a consumer brand. - Experience in fast-moving consumer goods (FMCG), food & beverage, quick-service restaurants (QSR), retail, or consumer products sectors, focusing on products purchased repeatedly by consumers. - Proven track record in both brand/traditional marketing and digital/performance marketing, including budget ownership and ROI accountability. - Experience managing agencies and building or leading marketing teams. - MBA or Post Graduate Diploma in Management (PGDM) in Marketing from a reputed institute preferred. - Willingness to relocate as required. ## Preferred Skills - Experience in snacks, sweets, bakery, dairy, or packaged-food categories. - Experience taking a regional brand national or launching a brand into new geographies. - Hands-on experience with quick commerce, marketplaces, and direct-to-consumer growth platforms such as Blinkit, Zepto, Swiggy Instamart, Amazon, and own websites. - Exposure to packaging design/renovation and retail store experience. - Experience working in promoter-led or founder-led companies. ## Experience - 12 to 20+ years in marketing roles. - Minimum 5 years leading marketing functions for consumer brands. - Experience in multi-channel marketing including retail stores, e-commerce, quick commerce, general and modern trade, institutional sales, and exports. ## ##