Marketing Manager

Integrated campaigns , Product positioning, Launches, Demand generation www.hikoki-powertools.in

Department: Marketing

Location : Bengaluru, with market travel

Reports to: Head of Marketing

Experience : 7 to10 years

Employment : Full-time

Industry : Power tools / building materials / durable goods

Role level : Manager

Scope : Campaigns, portfolio and launches

Role purpose

The Marketing Manager - Campaigns & Product Marketing will create and lead integrated marketing campaigns while strengthening the market success of HiKOKI's product portfolio. The role will combine customer and competitor insight, product positioning, go-to-market planning, channel activation, digital and influencer marketing, sales enablement and performance measurement. Working closely with Sales, Product, Training and the Trade Marketing Specialist, the manager will ensure campaigns and launches translate into dealer participation, product trials, qualified leads and measurable sales growth.

Key responsibilities

Campaign strategy and leadership

- Develop the annual marketing campaign calendar aligned with business targets, focus products, priority trades, regional opportunities and channel requirements.
- Create end-to-end campaign plans covering objectives, target audiences, insight, proposition, messaging, channel mix, market selection, budget, timeline and KPIs.
- Lead integrated campaigns across dealer activation, demonstrations, events, influencers, local media, digital channels, retail visibility and sales enablement.
- Manage creative, digital, media and activation agencies from briefing and concept development through production, deployment and performance review.
- Work with Sales to prioritise markets and channel partners, confirm stock readiness, brief field teams and establish lead follow-up and conversion processes.
- Guide the Trade Marketing Specialist on campaign rollout requirements, POSM, retail visibility, dealer activation standards and execution timelines.
- Manage campaign budgets, forecasts, purchase requirements and vendor commercials while ensuring value and adherence to approvals.

Product marketing and launches
- Build customer, application, dealer and competitor insights through market visits, user discussions, demonstrations, secondary research and sales feedback.
- Translate technical features into differentiated perks, application stories, value propositions, reasons to believe and clear product messaging.
- Define target users, portfolio roles and positioning for focus categories, hero products and new launches.
- Lead go-to-market planning for new products, including opportunity assessment, launch objectives, target markets, channel readiness, content, training, demand generation and success measures.




- Coordinate launch readiness with Product, Sales, Supply Chain, Training, Service, Quality, Finance and regional teams.
- Create product and launch toolkits including presentations, comparison sheets, application guides, brochures, videos, FAQs, digital assets and dealer communication.
- Develop sales-enablement tools and partner with Training to help sales teams and dealers explain applications, demonstrate benefits and handle objections.
- Track new product adoption, distribution, sell-in, sell-out, product mix, user feedback and launch milestones; recommend corrective actions.
- Maintain accurate product specifications, claims and communication across catalogues, websites, e-commerce listings, and sales tools.

Measurement and continuous improvement
- Maintain campaign and launch dashboards covering execution, reach, engagement, leads, trials, conversion, sales impact and budget performance.
- Conduct post-campaign and post-launch reviews, document learning and build repeatable playbooks for successful initiatives.
- Monitor competitor products, claims, launches, campaigns and channel activity to identify opportunities and threats.
- Present actionable campaign, customer and portfolio insights to Marketing and business leadership.

Scope boundaries
- Owns campaign strategy, product positioning, launch marketing, content, sales enablement and marketing performance analysis.
- The Trade Marketing Specialist owns day-to-day signage, display, POSM, installation, fabricator and outlet-audit execution under the managers campaign direction.
- Provides customer, competitor and value-positioning inputs to commercial decisions; price-list maintenance, pricing deviations, bulk-order pricing and promotion commercials remain with Sales or the designated commercial owner.

Key performance indicators
- Campaign delivery: percentage of campaigns launched on time and within approved budget.
- Channel participation: percentage of targeted dealers and sub-dealers actively executing campaigns.
- Demand generation: qualified leads, demonstrations, product trials, cost per lead and cost per trial.
- Conversion and commercial impact: lead-to-purchase conversion, incremental sales, focus-product growth and return on marketing investment.
- Launch readiness: percentage of launch deliverables completed before the agreed launch date.
- Launch performance: distribution, adoption,



sales and product-mix milestones achieved at 3, 6 and 12 months.
- Sales enablement: training completion, tool adoption and improvement in product knowledge.
- Execution quality: retail-visibility compliance, asset utilisation and partner adherence to campaign standards.
- Product-content accuracy: completeness and accuracy of specifications, claims and application guidance.
- Budget productivity and learning: actual versus approved spend, documented reviews and implementation of corrective actions.

Qualifications and experience
- Bachelor's degree in marketing, Business Administration, Engineering or a related discipline; an MBA is preferred.
- 7 to10 years of experience in integrated marketing, product marketing, channel marketing, brand activation or go-to-market roles.
- Demonstrated experience independently creating campaigns and leading product launches from insight and brief through execution and measurement.
- Experience marketing technical or application-led products through dealers, distributors or B2B channels is strongly preferred.
- Relevant sectors include power tools, building materials, electricals, hardware, industrial equipment, automotive aftermarket and consumer durables.
- Experience managing creative, digital, media and activation agencies, budgets and cross-functional timelines.
- Strong proficiency in PowerPoint and Excel; familiarity with campaign dashboards, digital analytics and lead-management processes.

Required Competency
- Strategic thinking combined with strong hands-on execution ownership.
- Ability to convert customer insight and technical features into compelling propositions and campaigns.
- Strong project management across multiple campaigns, launches, markets and stakeholders.
- Commercial orientation and confidence interpreting market, competitor, channel and sales data.
- Strong creative judgement, agency leadership, communication, presentation and influencing skills.
- Effective collaboration with Sales, Product, Training, Trade Marketing, Supply Chain and global stakeholders.
- Willingness to travel regularly to dealer markets, events, demonstrations and jobsites.
- Fluency in English mandatory. Hindi & additional regional language capability is an advantage.

What success looks like in the first 12 months
- Establish one integrated annual calendar linking priority products, launches, campaigns and trade execution.
- Implement standard campaign and launch processes with defined briefs, readiness gates, owners, toolkits and dashboards.
- Deliver at least two integrated campaigns and two product launches with measurable improvement in partner participation, trials, leads and sales.
- Create clear positioning and sales-enablement tools for priority categories and hero products.

📌 Marketing Manager (Bengaluru)
🏢 Hitachi Koki India
📍 Bengaluru