Role: Zonal Marketing Manager

Location: Mumbai

Experience: 10-15 years

Reporting to: National Head

Team Management: Yes (Regional team + agencies)

Travel: Frequent travel across West zone

Role Objective

Lead and scale end-to-end regional marketing for West zone, driving top-funnel awareness, customer acquisition, and deepening of existing customer relationships through high-impact activations, events, sponsorships, partnerships, expos, and branch-led branding initiatives.

This role requires an entrepreneurial mindset someone who can think like a business owner, identify growth opportunities, build scalable marketing engines, and deliver measurable business outcomes in a complex, multi-market region.

Key Responsibilities

1. Regional Marketing Strategy & Funnel Ownership

- Own the regional marketing strategy for the West, aligned to national priorities and regional business targets.
- Design and execute full-funnel marketing plans:

• Top funnel: Awareness and consideration through large-format events, sponsorships, expos, alliances, and visibility-led initiatives.

- Mid & lower funnel: Acquisition of new to bank customers, and cross-sell / up-sell to existing customers via curated experiences, branch-led programmes, and engagement platforms.

- Translate business goals into clear, outcome-driven marketing roadmaps.

2. Concept Creation & Entrepreneurial Growth Mindset

- Lead concept building and innovation for:

• New customer acquisition models
- Existing customer engagement and monetization
- Affluent and emerging affluent segments

- Bring an entrepreneurial approach to marketingtesting new ideas, piloting formats, building partnerships, and scaling what works.
- Create big, differentiated ideas that can be localized across South markets without diluting brand consistency.

3. Regional Activations, Events, Alliances & Branch Branding

- Own end-to-end execution of:





• Regional and local events, activations, sponsorships, expos, and experiential initiatives.
- Strategic partnerships with institutions, ecosystem players, and regional influencers.

- Drive branch branding and visibility initiatives to:

• Strengthen on-ground presence
- Improve walk-ins, local salience, and community connect
- Ensure branches act as solid marketing and acquisition touchpoints

- Ensure all activations are business-driven, differentiated, and measurable, not just visibility-focused.

4. Stakeholder Management & Regional Leadership

- Act as the primary marketing partner for senior regional business leaders across West zone.
- Manage and influence senior stakeholders across sales, product, compliance, and leadership teams.
- Lead, coach, and scale a regional marketing team, setting clear goals, accountability, and capability benchmarks.
- Manage multiple agencies and vendors, ensuring quality execution, timelines, compliance, and ROI.

5. Performance Tracking, Analytics & ROI

- Own marketing performance metrics, including:

• Cost per lead (CPL)
- Cost per acquisition / conversion
- Event, activation, and branch branding ROI

- Build and publish monthly dashboards covering:

• Activity and market-wise performance
- Funnel conversion insights
- Optimization recommendations

- Use data and insights to optimize spend, improve efficiency, and scale high-performing initiatives.

6. Budget, Governance & Compliance

- Own regional marketing budgets,



ensuring optimal allocation across markets, channels, and formats.
- Ensure all marketing activities comply with brand guidelines, regulatory norms, and internal governance standards.
- Drive cost efficiency and financial discipline while maintaining premium brand standards.

Skills & Capabilities Required

Core Capabilities

- Strong strategic and entrepreneurial mindset with hands-on execution experience.
- Deep expertise in BTL-led growth, experiential marketing, partnerships, and regional marketing.
- Proven ability to think funnel-first and outcome-first.
- Excellent oral and written communication skills; confident presenting to senior leadership.
- Strong analytical and commercial acumen, with comfort in ROI, CPL, and conversion metrics.
- Ability to operate effectively in a high-travel, multi-market regional role.

Market & Segment Understanding

- Strong understanding of affluent and emerging affluent customer segments.
- Deep appreciation of regional nuances across West zone and ability to localize strategies at scale.

Tools & Working Style

- High proficiency in MS Excel and PowerPoint (data-driven storytelling).
- Hands-on with AI and modern presentation tools
- Experience building dashboards, reporting frameworks, and insight-led reviews.

Education & Language

- Master's degree from a reputed institute.
- Excellent command of English (written and spoken).
- Knowledge of regional language is preferred but not mandatory.

Ideal Candidate Snapshot

- 10–15 years of experience with a strong regional leadership track record.
- Has built, scaled, and optimized regional marketing programs, not just executed campaigns.
- Thinks big-picture strategy, yet stays close to execution and numbers.
- Comfortable with frequent travel, senior stakeholder management, and high ownership roles.

📌 Zonal Marketing Manager (Mumbai)
🏢 Kotak Mahindra Bank
📍 Mumbai