Chief Marketing Officer (CMO)

Brand Architecture, Market Research & 360° Marketing — India & US

Location — Jalandhar / Gurugram NCR (Adaptable, with regular HQ presence)

RMX Industries is a 34-year-old, family-owned, industry-leading manufacturing company headquartered in Punjab, India. The company specializes in the manufacturing of high-quality rubber hoses and metal auto-retractable hose reels, serving diverse industrial and commercial applications. RMX is the largest manufacturing exporter of general-purpose hoses and reels from India, with a global presence spanning over 25 countries across the Americas, APAC, and multiple EMEA markets.

RMX's portfolio spans multiple consumer and institutional brands — including BluBird (its US entity and consumer brand) and Zephyr (its premium product brand across lawn & garden, automotive & industrial, and HoReCa & institutional segments). Over the years, RMX has built a strong reputation for product reliability, engineering excellence, and customer-centric innovation.

With a clear vision to become a $100 million enterprise by 2030, RMX is experiencing accelerated growth and expanding its international footprint — particularly in the US, where BluBird and Zephyr are scaling D2C and institutional presence. Alongside business expansion, the organization is strengthening its leadership bench by on-boarding professionals from diverse functional backgrounds — including HR, Operations, Marketing, and Sales — with alumni from premier institutions such as IIM and XLRI.

Give yourself a chance to work with the best, push your boundaries and create impact.

Strive to be better than tomorrow!

ORGANIZATIONAL POSITIONING & REPORTING STRUCTURE:

Function: Marketing — Brand, Research & Growth (India US)

Reports To: CEO

Brand Portfolio Owned: BluBird (US consumer brand) and Zephyr (Lawn & Garden, Automotive & Industrial, HoReCa & Institutional)

Works Closely with: CBO (Commercial Strategy & Channel Alignment), VP Marketing – BluBird US (Ken Hebert), Product & R&D;, Sales Leadership (India & US)

Authority: Brand Strategy, Marketing Governance & Market Research Oversight across all RMX brands

Team: To build and lead a marketing organization from the current early-stage digital/D2C function; interface with VP Marketing (BluBird US) to be defined post-hire

Travel: Regular travel to Jalandhar HQ and periodic travel to the US for brand and market alignment

ROLE PURPOSE:

The Chief Marketing Officer is RMX's first dedicated strategic marketing leader — a 360-degree brand builder who will architect how RMX's products are positioned, perceived, and grown across India and the US. RMX has strong manufacturing roots, a growing consumer brand portfolio in BluBird and Zephyr, and early digital/D2C marketing motion — but lacks a unifying brand strategy and senior marketing leadership to scale it with intent.

This role exists to change that. The CMO will build RMX's brand architecture from the ground up — defining what BluBird and Zephyr stand for, validating market opportunity through structured research, and building the marketing capability (team, processes, and systems) needed to support RMX's $100 million growth ambition.

This is not a campaigns-and-creative role. It is a strategic, research-led, build-from-scratch mandate for someone who has operated in international — particularly US — consumer markets,



understands brand-building for considered-purchase consumer products (not FMCG), and can operate with the rigour of a researcher and the instincts of a brand builder.

ROLE AND RESPONSIBILITIES:

1. Brand Architecture & Positioning

- Define and document RMX's overarching brand architecture — clarifying how BluBird and Zephyr relate to each other, to RMX as the parent manufacturer, and to their respective target audiences.
- Develop distinct, defensible brand positioning for each brand and category — Zephyr's Lawn & Garden, Automotive & Industrial, and HoReCa segments; and BluBird's US consumer proposition.
- Create/Handle brand guidelines, tone of voice, and visual identity standards that ensure consistency across all consumer touchpoints — digital, packaging, retail, and institutional.
- Lead brand naming, positioning, and architecture decisions for any new product lines, categories, or market entries.
- Ensure brand positioning is grounded in real market insight — not internal assumption — by anchoring every major brand decision in research findings.

2. Market Research & Consumer Insight

- Build a structured market research function — covering consumer insight, competitive intelligence, and category/market sizing across India and the US.
- Lead research initiatives to validate product-market fit for existing and new categories — particularly ahead of US market expansion and new HoReCa/institutional pushes.
- Commission and manage external research partners/agencies where needed, ensuring research is rigorous, unbiased, and decision-useful.
- Translate research findings into actionable strategic recommendations for the CEO, CBO, and product teams — on positioning, pricing, packaging, and channel strategy.
- Build a continuous consumer feedback loop — using research to track brand health, category perception, and competitive position over time.

3. 360° Marketing Strategy & Execution

- Build RMX's end-to-end marketing strategy — spanning brand, digital, performance, content, PR, and offline/trade marketing — across both India and US markets.
- Own marketing budget allocation and ROI accountability across brands, channels, and geographies.
- Drive D2C growth strategy in partnership with the e-commerce and digital teams — scaling what currently exists into a structured, data-led growth engine.
- Develop go-to-market strategies for new product launches, in partnership with the CBO and product teams.
- Build RMX's institutional and B2B marketing approach — supporting HoReCa, OEM, and channel partner sales motions with the right collateral, positioning, and trade marketing support.
- Lead social media strategy and execution across all RMX brands — platform strategy, content calendars, community management, and influencer partnerships where relevant.
- Build a marketing technology and analytics stack — ensuring ATL, BTL, and digital efforts are measured consistently against brand and commercial KPIs.

4. International (US) Brand & Market Strategy





- Lead BluBird's US brand strategy — building on existing groundwork to create a coherent, scalable consumer brand presence in the US market.
- Bring international brand-building rigour — category benchmarking, competitive positioning, and consumer segmentation — to RMX's US growth strategy.
- Define how marketing strategy, budget, and execution will be structured across India and the US — including how this role interfaces with the existing US marketing function.
- Ensure brand consistency and strategic alignment between India-led brand architecture and US market execution.
- Identify and evaluate new market opportunities internationally, providing the CEO and CBO with research-backed expansion recommendations.

5. Marketing Organization & Capability Building

- Build RMX's marketing organization from its current early stage — defining team structure, key roles, and capability requirements across brand, digital, research, and content functions.
- Recruit, onboard, and develop marketing talent across India and (in partnership with US leadership) the US market.
- Establish marketing processes, systems, and tools (analytics, campaign management, research platforms) needed to operate a modern, data-led marketing function.
- Build a marketing governance rhythm — planning cycles, budget reviews, and performance reporting — that gives the CEO explicit visibility into marketing ROI.
- Mentor and develop the existing digital/D2C marketing talent, integrating them into the broader strategic marketing structure being built.

6. Cross-functional Commercial Partnership

- Partner closely with the CBO on channel strategy, pricing, and commercial analytics — ensuring marketing and commercial strategy are tightly aligned, not operating in silos.
- Work with Sales leadership across India and the US to ensure marketing investments translate into pipeline, conversion, and revenue outcomes.
- Collaborate with Product and R&D; teams — feeding market and consumer insight into product development and innovation priorities.
- Partner with HR on employer branding — helping position RMX as an employer of choice as it scales its leadership bench.
- Represent the marketing function in CEO-level strategic reviews, bringing a research-led, brand-first perspective to business decisions.

IDEAL PROFILE:

The right person for this role brings:

- Significant experience in international — particularly US — brand marketing, ideally having led marketing for a consumer products company (not FMCG) with considered-purchase, durable, or lifestyle category products.
- Strong grounding in market research and consumer insight — comfortable commissioning, interpreting, and acting on structured research rather than relying on instinct alone.
- Genuine 360-degree marketing capability — equally credible in brand strategy, digital/performance marketing, content, PR, and trade/institutional marketing.
- Experience building marketing functions from an early stage — not just managing an established team, but capable of designing structure, hiring talent, and building process from scratch.
- Cross-border marketing experience — comfortable operating across India and US market dynamics, consumer behaviour, and competitive landscapes.
- Strong commercial orientation — understands that marketing must be accountable to business outcomes, not just brand metrics.

📌 Chief Marketing Officer (Jalandhar)
🏢 RMX Industries
📍 Jalandhar