I. Role Purpose The Chief Marketing Officer (CMO) will create a powerful and credible Sahu Group identity while enabling every business vertical to build a differentiated brand and customer proposition. The role will strengthen trust, visibility and customer loyalty and translate marketing investment into measurable business growth across the Group's current and future businesses.

The CMO will own four broad outcomes: GROUP BRAND → BUSINESS BRANDS → CUSTOMER ACQUISITION & RETENTION → PROFITABLE BUSINESS GROWTH

II. Role Coverage

· Group brand strategy, purpose, positioning and architecture

· Corporate identity, reputation and stakeholder communications

· Business-wise marketing strategy and annual plans

· Digital, social media, content and performance marketing

· Customer acquisition, retention, loyalty and cross-business opportunities

· CRM, customer intelligence, analytics and marketing technology

· Consumer research, competitor tracking and market insights

· PR, media relations, crisis communication and online reputation

· Employer branding in coordination with the CHRO

· Strategic partnerships, new-market launches and geographic expansion

· Marketing budgets, governance, agencies, team capability and ROI

· Brand support for new businesses, projects and national/international expansion

II Main Responsibilities

A) Group Brand Strategy and Architecture

· Define the Sahu Group brand purpose, values, positioning and long-term narrative.

· Create a clear brand architecture covering the parent brand, operating companies, products and future ventures.

· Develop and enforce brand guidelines across locations, businesses, campaigns and customer touchpoints.

· Build recognition for Sahu Group as a respected diversified business group emerging from Uttar Pradesh.

· Develop promoter/founder thought-leadership initiatives, subject to prior approval of the Managing Director.

B) Business Marketing Strategy

Work with each Business Unit (BU) Head to prepare an annual marketing strategy, 12-month calendar, budget, customer plan and measurable growth objectives.

Sunny Motors (Toyota Dealership)

OEM/Toyota brand compliance, qualified lead generation, premium customer experience, retention, service campaigns and database marketing.

Dayspring Bakers

Consumer demand, product positioning, packaging, trade marketing, distributor/retailer activation, trials and distribution pull.

Gemini Continental Hotel

Occupancy, ADR, direct bookings, MICE, weddings, F&B;, corporate business, OTA visibility and reputation management.

Dayspring Café

Local-area marketing, footfall, repeat customers, average ticket size, aggregators and community engagement.

U-Trust (Toyota Used Car Business)

Digital leads, trust positioning, inventory-specific campaigns, lead conversion and stock movement.

Real Estate / New Ventures

Market assessment, project branding, pricing psychology, pre-launch strategy, channel partnerships and customer/investor acquisition.

C) Digital, Content & Performance Marketing

· Build and maintain a professional digital ecosystem covering the Group website, LinkedIn, Instagram, Facebook, YouTube, Google Business profiles and relevant emerging platforms.

· Own SEO, paid media, content marketing, video, marketing automation and conversion-focused landing pages.

· Establish content calendars, response protocols and service standards for each business.

· Track reach, engagement, qualified leads, cost per lead, cost per acquisition,



conversions and revenue contribution.

D) Digital Content and Performance Marketing

· Develop a Group Customer Intelligence and CRM roadmap for Sunny Motors, U-Trust, hotels, cafés, Dayspring Bakers and future businesses.

· Create identifiable customer segments while maintaining appropriate consent, access controls, data quality, privacy and legal compliance.

· Build programs for repeat purchase, retention, loyalty, referrals and responsible cross-business engagement.

· Establish dashboards for customer lifetime value, campaign attribution, lead ageing, conversion, feedback and ROI.

· Coordinate CRM integration and adoption with Business Heads, Sales, IT, Finance, Legal and customer-facing teams.

E) Consumer and Market Insights

· Conduct consumer research, competitor benchmarking, brand-health tracking and customer perception studies.

· Identify emerging categories, customer segments, geographic opportunities and market risks.

· Provide evidence-based inputs for product development, pricing, packaging, customer experience and recent-business evaluation.

F) Corporate Communication PR and Reputation

· Create a structured PR program covering business achievements, investments, projects, employment generation, CSR, industry milestones and expansion.

· Develop a consistent Group media narrative and act as an authorized external representative when nominated by the Managing Director.

· Establish protocols for media enquiries, customer escalations, online reviews and crisis communication.

· Coordinate all sensitive external communication with the Managing Director and Legal/Compliance team.

G) Employer Branding

· Work with the CHRO to position Sahu Group as a credible place to build a long-term career.

· Develop employer-brand content, career campaigns and employee advocacy initiatives.

· Support attraction of senior leadership and critical talent across automotive, hospitality, FMCG, finance, technology and digital functions.

H) Strategic Partnerships

· Identify partnerships with corporates, financial institutions, travel companies, universities, lifestyle brands, events, industry bodies, digital platforms, tourism networks and real-estate partners.

· Evaluate every partnership for strategic fit, reach, leads, revenue, cost and measurable commercial value.

· Build relationships that expand Group access without compromising brand or compliance standards.

I) New Business & Real Estate Marketing

· Participate at the opportunity-evaluation stage, before acquisition or launch.

· Assess market opportunity, target customer, competitive positioning, naming, proposition, pricing psychology, channels, partnerships, digital lead generation and customer experience.

· Prepare pre-launch, launch and post-launch marketing plans with clear commercial assumptions.

J) Marketing Governance, Budget and ROI

· Prepare and control the consolidated Group marketing budget and business-wise allocations.

· Create an approval matrix for campaigns, media, sponsorships, agencies, events and promotional expenditure.

· Make post-campaign reporting mandatory:



Spend → Leads → Qualified Leads → Conversions → Revenue → Gross Margin → ROI.

· Conduct monthly marketing reviews with BU Heads and quarterly reviews with the Managing Director.

· Ensure expenditure, vendor selection and contracts follow Finance, Procurement and Legal requirements.

K) Team and Agency Leadership

· Design the Group marketing structure and define central versus BU-level responsibilities.

· Recruit, coach and review teams covering brand, digital, content, CRM, design, PR and analytics.

· Select, negotiate with and evaluate creative, digital, media, PR, research and event agencies.

· Develop internal content and design capability and ensure documented SOPs, calendars and succession coverage.

III) Reporting and Working Relationships The Chief Marketing Officer will report to the Managing Director and, where required, present updates to the Board of the Company. The CMO will work closely with Business Heads, Sales and Revenue Heads, OEM representatives, the CFO, CHRO, IT, Legal & Compliance, Procurement and customer-facing teams.

Decision Rights

· Recommend Group and business marketing strategy, budgets, agency appointments and brand architecture for management approval.

· Approve campaigns and expenditure within the sanctioned budget and delegated authority matrix.

· Set Group-wide marketing standards, reporting formats and brand-compliance requirements.

· Escalate material brand, reputation, data, budget or performance risks to the Managing Director.

IV. Key Performance & Competency Factors

Core Competencies – Ability to

· Translate business strategy into customer-led marketing strategy and profitable growth.

· Build a corporate brand while managing multiple business and product brands.

· Lead digital, performance marketing, CRM, analytics, content, PR and customer experience.

· Interpret revenue, gross margin, acquisition cost, lifetime value and marketing ROI.

· Build systems and teams in an entrepreneurial, evolving and multi-location environment.

· Balance promoter expectations, BU priorities, OEM requirements and Group governance.

V. Qualification, Location & Experience

Qualification

· Bachelor's degree in Marketing, Business Administration, Commerce, Communications or a related discipline.

· MBA/PGDM in Marketing from a recognized institution is strongly preferred.

Location

Lucknow, India, with regular travel to Group locations and markets as required.

Experience

· 15–20 years of overall professional experience, including at least 5–7 years in a senior marketing leadership role such as CMO, VP Marketing, Head of Marketing or equivalent.

· Experience in a family-owned or professionally managed diversified group, conglomerate, consumer business or multi-location organization.

· Proven success in building or repositioning a corporate/group brand and managing multiple business brands.

· Strong exposure to digital, performance marketing, CRM, customer analytics, research, PR and brand building.

· Demonstrated responsibility for material marketing budgets, agencies, teams and commercial outcomes.

· Ability to work directly with promoters/owners, boards and business heads in an evolving organization.

· Understanding of Tier-2 and Tier-3 markets is strongly preferred.

· Exposure to at least two or three of the following sectors is preferred: automotive, FMCG/food, hospitality, retail, real estate and consumer services.

📌 Chief Marketing Officer (Kanpur)
🏢 The Sahu Group
📍 Kanpur