Job Description -

Position Objective

To lead integrated media and communication strategies that drive brand salience, consumer engagement, and business alignment. The AVP will ensure cohesive media planning, budgeting, campaign execution, team leadership, and adherence to all brand compliance and regulatory standards.

Principal Responsibility

Media Planning & Budget Management

· Chart out the Annual Marketing Calendar in alignment with the Annual Business Plan.

· Prepare, allocate, and monitor the Annual Marketing Budget; ensure real-time budget utilization tracking.

· Drive ROI-focused paid media campaigns across ATL, BTL, Digital, and PR platforms.

· Implement effective media mix modelling and attribution tracking for all campaigns.

Team Management & Collaboration

· Lead, mentor, and develop a high-performing media and communication team.

· Set clear KPIs for team members and conduct regular performance reviews.

· Coordinate cross-functionally with Sales, R&D;, Product, and Corporate Communication teams.

· Partner with external creative agencies, media houses, digital partners, and PR firms.

Brand Strategy & Communication

· Design and execute integrated communication strategies to elevate brand positioning.

· Ensure brand consistency across touch points including packaging, social media, campaigns, and CSR.

· Conduct consumer behaviour analysis, brand equity tracking, and post-campaign evaluations.

· Launch new product campaigns, thematic brand films, regional promotions, and influencer collaborations.

Digital Marketing Leadership

· Lead performance marketing initiatives (SEO, SEM, social media ads, influencer campaigns).

· Oversee website management, brand content strategy, and CRM/email marketing.

· Adopt latest tools for digital asset management, social listening, and competitor benchmarking.

Compliance, Governance & Documentation

·Ensure strict compliance with ASCI (Advertising Standards Council of India), FSSAI guidelines (for food-related claims), and intellectual property laws.

· Maintain ad archive, creative approvals, usage licenses, and rights management.

· Ensure GDPR and data privacy compliance in all digital marketing initiatives.

·Conduct brand audits quarterly; maintain documentation of brand assets and communication trails.

· Ensure ethical marketing practices – no misleading claims, fake testimonials, or social bias.

Strategic Initiatives & Executive Support

· Support senior management in high-impact presentations, investor decks, press releases, and strategic branding projects.

· Assist in crisis communication handling, media relations, and corporate announcements.

· Lead brand visibility during expos, trade fairs, CSR events,



and sponsorship activities.

Formal Education

· MBA / PGDM in Marketing, Mass Communication, Brand Management, or similar.

· Certifications in Digital Marketing, Media Buying, Brand Strategy, or PR (advantageous).

Experience

· 15+ Years (Preferred in FMCG/Consumer Goods industry with strong exposure in media planning, brand building & communication leadership roles)

Required Skills / Additional Position Specification

Technical Skills:

· Expertise in developing ATL/BTL/Digital campaign strategies with a unified brand message.

· Skilled in budgeting, allocation, and tracking using financial tools or ERP dashboards.

· Proficient in running and optimizing campaigns on Google Ads, Meta Business Suite, YouTube, and programmatic platforms.

·Capable of evaluating ad copies, visuals, packaging design, and videos for brand alignment.

· Hands-on experience with tools like Mailchimp, HubSpot, Salesforce for customer engagement.

· Valuable grasp of keyword planning, Google Analytics, SEMrush, Ahrefs, and GA4 dashboards.

· Skilled in managing content calendars, brand guidelines, and digital asset repositories.

· Expertise in briefing, negotiating, on boarding, and evaluating agencies for performance.

Analytical & Process Control Skills

· Ability to calculate and interpret marketing ROI, ROAS, CAC, CTR, etc.

· Deep understanding of TRP, GRP, CPM, CPRP for media planning.

· Translate market research and survey data into actionable marketing strategies.

· Analyzing campaign effectiveness, identifying success metrics and improvement areas.

· Create live performance dashboards using Excel, Data Studio, or Power BI.

· Regular tracking and comparative analysis of competitors' marketing activities.

· Knowledge of multi-touch attribution to optimize cross-channel marketing spend.

· Conducting structured experimentation for campaign elements (visuals, copy, CTA, timing).

Leadership & People Management

· Leading diverse marketing teams, assigning KPIs, conducting performance reviews.

· Effective coordination with Sales, HR, Finance, R&D;, and top leadership.

· Ability to translate high-level business goals into actionable media strategies.

· Managing expectations of internal leaders, external agencies, and influencers.

· Providing quick, composed, and brand-safe communication during PR or social crises.





· Preparing investor decks, leadership presentations, and strategic brand documents.

· Leading digital transformation and culture shift towards data-led marketing.

· Creating a psychologically safe, diverse, and performance-driven team environment.

Compliance & Regulatory Skills

· Ensures ad claims meet advertising codes and food labelling regulations.

· Maintains valid usage licenses for brand assets, content, and third-party creative.

· Ensures customer data collected in campaigns complies with data privacy regulations.

· Maintains consistency in logo usage, tone, colours, and brand narrative across touch points.

· Keeps records of campaign approvals, creative sign-offs usage rights, and financial justifications.

· Understands implications of deceptive advertising, misleading claims, and consumer grievance redressal.

· Conducts quarterly brand audits with reports on compliance and corrective actions.

· Identifies and mitigates reputational, legal, and operational risks in communication.

Certifications:

· Certifications in Digital Marketing, Media Buying, Brand Strategy, or PR (advantageous).

Your key interaction will be with:

External Customers:

· Creative Agencies (Mainline & Digital) : Develop branding, campaign concepts, packaging creatives, print, AVs, and social content.

· Media Buying Agencies : Execute ATL/BTL/Digital media plans, negotiate rates, manage ad inventory and slots.

· Public Relations (PR) Agencies : Media coverage, press releases, interviews, thought leadership, crisis communication.

· Digital Marketing Agencies : Performance marketing, SEO, SEM, content amplification, influencer strategy.

· Print / Radio / TV Vendors : Run localized, national, and thematic campaigns across traditional media channels.

· Government & Regulatory Bodies (ASCI, FSSAI) : Ensure marketing content follows advertising and labeling regulations.

Internal Customers:

· Sales / Trade Marketing : Align campaigns with sales targets, promotions, distributor push schemes, region-wise demand.

· Product / R&D; / NPD Team : Support new product launches with campaign planning, packaging input, and launch communication.

· Finance & Accounts : Media spend approvals, ROI analysis, budget vs. actual reports, vendor payments.

· HR & Employer Branding : Execute employer branding, recruitment campaigns, internal newsletters, and culture videos.

· IT / Digital / ERP Team : Ensure campaign analytics dashboards, CRM tools, website/app functionality, and digital security.

· Legal / Compliance / Regulatory Affairs : Review ad claims, brand messaging, food/product safety, IP usage, and ASCI/FSSAI compliance.

📌 Marketing Head (GM/AVP Level)(32)
🏢 Mitr HR Private
📍 Rajkot