The Head of Marketing will make the Sturlite brand the company's core differentiator and the engine that fire-powers the next phase of growth. Working directly with the Promoters and the leadership team, the role owns the complete marketing charter – brand, category, channel, digital and insights – with a high degree of independence and accountability for business outcomes, not just marketing outputs.

In practical terms, the role must:

- Build a brand that commands preference and pricing power in categories that are highly commoditised and dominated by large national players.
- Use brand equity to de-risk and accelerate current category launches – so that Wires & Cables and Switches win channel confidence and consumer trust faster than they could on their own.
- Create pull in new geographies so that sales expansion into new states and markets is brand-led, not scheme-led.
- Define a coherent brand architecture across Sturlite, Voltedge, Zeovolt and Araya Health that the organisation can scale for years.

What Success Looks Like

First 6–12 months

- A clear brand strategy, positioning and brand architecture, signed off by the Promoters and understood across the organisation.
- Baseline brand health measures (awareness, consideration, preference) established for priority categories and markets.
- A repeatable launch playbook in use for new categories, with Wires & Cables and Switches marketing plans live in priority markets.
- A lean, capable marketing team and agency roster in place, with an annual plan and budget linked to revenue goals.

In 24–36 months

- Measurable gains in awareness and preference in core and expansion markets, reflected in channel pull and price realisation.
- New categories contributing a meaningful and growing share of revenue, with brand as a visible driver of adoption.
- A strong electrician and influencer franchise that works across the full product portfolio.
- Sturlite recognised by channel partners and consumers as a multi-category electrical brand, not only a lighting company.

Key Responsibilities

1. Brand Strategy, Positioning & Architecture

- Own the Sturlite brand – purpose, positioning, promise and identity – and make it a genuine point of difference against national and regional competitors.
- Define the brand architecture across the corporate brand, category brands (Voltedge) and adjacent businesses (Zeovolt, Araya): when to lead with the master brand, when to build a sub-brand, and how equity transfers across categories.
- Build the communication architecture and ensure consistency across every consumer, influencer and trade touchpoint – from TVCs and digital to retailer signage, packaging and product literature.
- Plan and deploy ATL, BTL, digital and retail investments for maximum brand-building impact within a disciplined budget.

2. New Category Launches & Portfolio Marketing

- Lead go-to-market for recent categories – Wires & Cables, Switchgear and Switches & Accessories – covering positioning, pricing inputs, launch communication, channel activation and post-launch tracking.
- Build a standard launch playbook with Product,



Sales and Supply Chain so that every launch is on time, well-supported in market and measured against clear targets.
- Protect and grow Lighting – the base business – with full rigour while building cross-category leverage (bundling, shared counter presence, cross-selling through existing partners).
- Identify portfolio gaps and new category opportunities using consumer, channel and competitive insight.

3. Geography Expansion

- Partner with Sales leadership to prioritise expansion markets and build market-entry marketing plans for new states and under-penetrated regions.
- Design region-specific and vernacular communication that builds brand familiarity ahead of and alongside distribution expansion.
- Deploy visibility, merchandising and activation programmes that help new distributors and retailers sell Sturlite from day one.
- Track market-level brand health and share, and reallocate investment to where it works.

4. Influencer, Channel & Trade Marketing

- Build and scale the electrician, contractor, architect and builder engagement programme – a key purchase influencer in electrical categories – across the full portfolio.
- Drive General Trade marketing – schemes, retailer engagement, counter share, visibility and secondary sales programmes – with clear ROI measurement.
- Develop marketing approaches for Modern Trade, E-commerce and institutional/B2B (projects, builders, government) channels as they scale.
- Equip the sales force with the tools, content and narratives needed to sell new categories confidently.

5. Digital, Content & E-commerce

- Lead digital brand building – social, content, search, performance marketing and marketplace presence.
- Build a content engine that educates consumers and influencers on product safety, quality and differentiation (e.g. copper purity, FR/ZHFR standards, certifications).
- Use digital and data to generate demand and leads, and to measure and optimise spend continuously.

6. Insights & Marketing Effectiveness

- Build a structured understanding of consumers, influencers and channel partners across categories and regions – purchase drivers, barriers and switching triggers.
- Track competitors' launches, pricing, promotions and communication, and translate insight into action.
- Institute brand health tracking and marketing ROI measurement; own the marketing budget and present performance to the Promoters and leadership team.

7. Promoter Partnership, Team & Ecosystem Leadership

- Work as a trusted partner to the Promoters – bring a strong point of view, challenge constructively, and translate their vision into a brand and marketing roadmap.
- Own the marketing charter end-to-end with independence – set priorities, make decisions and be accountable for results.
- Build,



lead and develop a high-performing marketing team (brand, category, trade, digital, creative), growing it in step with the business.
- Select and lead creative, media, digital, research and activation agencies; hold them to clear business outcomes.
- Collaborate closely with Sales, Product, Manufacturing, Supply Chain and Finance to ensure marketing is fully integrated with the business plan.

Key Performance Indicators
- Brand health: awareness, consideration and preference in core and expansion markets; share of voice.
- Business impact: revenue and market share growth; price realisation versus competition; GT, MT and E-commerce growth.
- New categories: launch timelines met; category revenue and distribution against plan; repeat and cross-category purchase.
- Geography expansion: brand awareness and retail penetration in new markets; time to break-even for new markets.
- Influencer franchise: active electrician/influencer base and engagement across categories.
- Effectiveness: marketing ROI, cost per lead/acquisition, budget discipline.

Candidate Profile

Must-haves

- 15–20 years in marketing, including 5 years leading brand or category marketing in FMEG, Electricals, Consumer Durables, Consumer Electronics or FMCG with strong channel exposure.
- A proven record of building a brand that became a business differentiator – with evidence of impact on share, pricing or growth.
- Hands-on experience of launching and scaling new categories and taking a brand into new geographies.
- Deep understanding of General Trade, distributor/dealer/retailer ecosystems and influencer-led purchase (electricians, contractors, architects).
- Experience managing agencies and significant marketing budgets with a sharp ROI focus.
- Strong commercial and analytical skills; comfortable talking P&L;, not just campaigns.

Strongly preferred

- Experience working directly with promoters or founders in a promoter-led or high-growth company.
- Exposure to building a marketing function or brand from an early stage, with lean resources.
- Experience with multi-brand or multi-category brand architecture.
- Background in Wires & Cables, Switches & Switchgear, Lighting, Fans or Home Appliances.

Who Will Thrive Here

This role is for a builder, not a caretaker. The person we are looking for:

- Has a go-getter, owner mindset – takes charge of the charter, sets the pace and gets things done without waiting for direction.
- Works with independence and judgement – comfortable making decisions, backing them, and being accountable for outcomes.
- Partners well with Promoters – builds trust quickly, communicates with clarity and candour, and can align strong views into one direction.
- Is strategic and hands-on in equal measure – can shape the brand vision in the boardroom and work a retail counter or an electrician meet the same week.
- Thrives in pace and ambiguity – energised by a fast-growing, entrepreneurial environment where processes are still being built.
- Leads through people – attracts strong talent and builds a team that can scale with a Rs 4,000 Cr business.

📌 Head of Marketing (Bengaluru)
🏢 Sturlite India
📍 Bengaluru