Role & responsibilities

1. Pricing, Promotions & Trade Scheme Management

- Define scientific pricing models by segment and region, balancing competitiveness and profitability.
- Understanding of various adhesive chemistry with epoxy & silicones in particular and define Price positioning.
- Review Product pricing structure and engage to improve the Gross Margin & Profitability of products.
- Develop and manage volume-based incentive structures, trade schemes, and seasonal promotions.

2. Category Leadership & Market Development

- Define and execute the strategic marketing roadmap for a diverse B2B portfolio, with focused growth plans for categories like Epoxy, Silicones, Hot Melts and Industrial Coatings.
- Expand product reach across segments like automotive, electrical & electronics, fabrication, packaging, HVAC, engineering, and infrastructure.
- Develop industrial vertical-specific GTM strategies with clearly defined KPIs and success metrics.

3. Institutional Channel & Product Placement

- Strengthen product placement through industrial distributors, B2B resellers, and OEM partners.
- Build and support channel marketing programs, application-based campaigns, product trials, and plant-level demos.
- Tailor product propositions and campaigns to influence procurement heads, maintenance engineers, and project decision-makers.

4. New Product Development & Launch Enablement

- Collaborate with Product and R&D; teams to identify innovation opportunities and application-specific enhancements.
- Drive end-to-end go-to-market for new launches including packaging, pricing, sample programs, launch collaterals,



and field enablement tools.
- Establish traction for newly launched segments (Hot Melt Adhesives, Industrial Paints & Coatings) through structured rollout plans and segment targeting.

5. Technical Marketing & BTL Execution

- Lead the creation of technical sales enablers: brochures, application videos, safety datasheets, and usage guides.
- Execute BTL campaigns, sector-focused expos, engineer meets, seminars, and fabrication workshops.
- Translate product superiority into relatable application-driven messaging for field execution.

6. Market Research & Competitive Intelligence

- Conduct continuous market scans, VOCs, and application-specific need analysis.
- Monitor competitor moves across pricing, performance, innovation, and channel engagement.
- Track regulatory and compliance factors relevant to industrial customers (safety, certification, etc.).

7. Influencer & Ecosystem Engagement

- Build and nurture an ecosystem of plant engineers, consultants, technical influencers, and project heads across core customer industries.
- Introduce digital loyalty programs, learning modules, and referral-based influence models.
- Position Astral as a partner in problem-solving, not just a product supplier.

8. Leadership & Cross-Functional Collaboration





- Lead a nimble and technically capable marketing team aligned to regional field teams and channel partners.
- Liaise with Sales, Technical Support, Product Management, Finance, and Supply Chain to deliver integrated growth outcomes.
- Represent the category in management reviews and steering committees with data-backed insights and recommendations.

Preferred candidate profile

- Education:
- MBA in Marketing from a reputed institute (Tier 1/2 preferred).
- Bachelor's degree in Engineering, Chemistry, or Industrial Science is highly desirable.

- Experience:
- 12-18 years of experience in B2B/Industrial Marketing, with a strong record of accomplishment in adhesives, construction chemicals, paints, engineering consumables, or specialty materials.
- Demonstrated success in launching new industrial categories, supporting institutional sales, and driving growth through product differentiation and technical engagement.

- Key Competencies:
- Strong strategic thinking with execution rigor.
- Deep understanding of industrial adhesives, application engineering, and B2B decision-making dynamics.
- Excellent command over technical communication, influencer development, and pricing strategy.
- Ability to manage complexity across products, geographies, and stakeholder groups.
- Field-oriented mindset with agility to respond to agile market needs.
- Location & Mobility:

Based at Corporate Office, Ahmedabad, with frequent travel across key regions of India for market engagement and execution oversight

📌 Category Head (Ahmedabad)
🏢 Astral Adhesives
📍 Ahmedabad