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 transparent 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.

SUCCESS PHILOSOPHY: Success in this role, particularly in the first 12 months, will be reflected through:

- A documented, CEO-approved brand architecture for BluBird and Zephyr — across all product segments
- Structured market research completed validating product-market fit for key growth segments, including US expansion and HoReCa
- A clear, board-ready 360 marketing strategy and budget framework spanning India and US markets
- Early signs of brand health improvement — awareness, perception, or consideration metrics — in priority segments
- A defined marketing organization structure with key roles identified and a credible hiring/build plan in motion
- Clarity established on the working relationship with BluBird's US VP Marketing, with a coherent global marketing structure in place
- Marketing positioned as a strategic, research-led function — not just a digital/creative execution team — in the eyes of the CEO and leadership

AUTHORITY: The Chief Marketing Officer holds authority to:

- Define and approve brand architecture, positioning, and visual identity standards across all RMX brands.
- Commission market research and consumer insight studies within approved budgets.
- Design and execute marketing strategy, campaigns, and budget allocation across brands, channels, and geographies.
- Build the marketing organization — propose team structure, roles, and hiring plans for CEO approval.
- Select and manage external marketing, research, and creative agency partners.
- Represent RMX's brands externally in marketing, PR, and industry forums.
- Propose marketing policy, budget, and structural recommendations for CEO approval.

📌 Marketing Head (Jalandhar)
🏢 RMX Industries
📍 Jalandhar