A Position Details Position Title General Manager Marketing Department Marketing - This role is pivotal in defining and executing marketing strategies that enhance brand equity strengthen consumer connect and deliver business growth The Marketing Head will partner with category teams sales R D and external agencies to craft and implement high-impact initiatives while ensuring alignment with group-wide goals and long-term brand positioning Key responsibilities will include o Developing and rolling out marketing strategies for diverse portfolio across Staples Impulse o Oversee the implementation of marketing campaigns across traditional and digital channels including content creation communication management and performance tracking o Manage the planning and execution of marketing projects ensuring timely delivery resource coordination and adherence to objectives o Lead the end-to-end process of New Product Innovation o Liaise with external partners to ensure timely and cost-efficient delivery of marketing campaigns C Primary responsibilities KRA1 Understand Define Continuously track evolving consumer needs o Define track the targeted customer in terms of demographic psychographic profile o Drive sharp consumer understanding through analysis of TG s consumption behavior o Understand triggers - needs motivations barriers of the target audience KRA2 Define Brand Positioning build a system to monitor brand performance o Based on the Target Group profile their needs and motivations revisit redefine existing brand positioning in coordination with the internal team external partners o Ensure consistent explicit understanding of the brand positioning across all stakeholders o Oversee and ensure manifestation of brand expression across all consumer touch points o Set Up a tracking system to periodically track and share Desired vs Actual Brand Positioning KRA3 Marketing Strategy Development and Implementation o Develop comprehensive annual marketing plans to achieve defined business objectives for Staples and Impulse Categories in coordination with respective functional heads with support from the category teams o Develop and execute all communication and marketing activities in line with the stated strategy ensuring a consistent 360 approach with clear timelines and well-defined measurement criteria o Define the consumer engagement framework and undertake initiatives to engage consumers across various touch points to strengthen the Brand positioning drive offtakes o Develop annual marketing calendar and rolling 3 month calendar in alignment with marketing goals and own implementation of the same by all concerned stake-holders o Ensure that marketing plans are adaptable to emerging situations without compromising long-term objective o Manage the execution of marketing campaigns across traditional and digital channels in coordination with external agencies and internal stakeholders o Conduct market research and competitor analysis where required to formulate and optimize marketing plans KRA 4 Campaign Execution Content and Communication o Oversee the creation curation and management of content for websites social media platforms and marketing materials ensuring brand consistency o Coordinate implementation of localized marketing campaigns including events trade shows or exhibitions aimed at boosting brand awareness customer acquisition and engagement o Utilize digital marketing skills including SEO SEM social media marketing and email marketing o Track and analyze campaign performance using data-driven insights to optimize results o Provide actionable insights through reporting on key campaign metrics ROI engagement lead generation etc KRA5 New Product Innovation o Lead the end-to-end process of identifying consumer needs white spaces and emerging trends to build a robust innovation pipeline in coordination with category teams R D and business teams o Translate insights into product concepts and validate them through structured consumer research ensuring strong product-market fit before scaling o Develop clear business cases for new products covering prospect sizing pricing portfolio fit and go-tomarket strategy in collaboration with cross-functional stakeholders o Drive the innovation funnel with defined stage-gates and timelines ensuring agility speed-to-market and alignment with long-term business strategy o Own the execution of pilot launches and in-market tests establish measurement criteria and recommend scaleup or course-correct decisions based on results o Ensure that a defined percentage of business growth is delivered by new products launched in the past 24 months with clear tracking and reporting o Facilitate cross-functional collaboration across R D Sales Supply Chain and Finance to ensure innovation readiness and successful commercialization KRA 6 Marketing Operations Process Excellence o Establish and drive standardized marketing processes frameworks and operating practices across the group to ensure efficiency consistency and scalability o Manage partnerships with creative media and digital agencies overseeing selection coordination and performance to ensure quality timeliness and continuous improvement in output o Lead the planning coordination and execution of key marketing projects e g product launches marketing campaigns events ensuring delivery within budget on time and aligned to defined objectives o Track budgets project timelines and deliverables proactively identify and resolve roadblocks to enhance overall effectiveness and speed-to-market o Continuously explore and adopt new marketing tools platforms and techniques to keep operations agile innovative and future-ready o Foster strong cross-functional collaboration and stakeholder communication to align resources and ensure seamless execution of marketing plans D Competency Function Competency Behavioural Competency Brand Management Solid understanding of classic brand building techniques Strategic Thinking Data Analysis Capability to use data for decision-making and performance tracking Analytical Problem-Solving Skills Consumer Insights Ability to gather analyze and apply consumer insights to build informed marketing strategies Creative thinking Budget Management Ability to plan and manage marketing budgets effectively Communication Skills Project Management Skills in planning and executing store launches and community events Influencing without authority Digital Marketing Understanding of SEO SEM social media marketing email marketing and analytics tools Cross-functional collaboration E Educational and Experience Requirements o MBA in Marketing Communications from a reputed institution o 15-20 years of proven marketing leadership experience in FMCG Consumer businesses with a track record of building brands and driving business growth o Strong experience in managing and collaborating with creative media and digital agencies to deliver integrated campaigns and measurable results o Demonstrated expertise in shaping digital strategy driving consumer engagement across platforms and leveraging emerging technologies for brand building o Hands-on experience in leading new product development market entry strategies and innovation pipelines o Ability to influence senior leadership inspire teams and work effectively across sales R D supply chain and finance