Position Description

Business Division:

Agri Input

Department:

Marketing

Location:

Zonal Office


Position Title:

Marketing Manager

Level:

J3-M2

Reporting to (Title):

Zonal In charge ;

Dotted line reporting to Head Marketing


Position Purpose

The role holder is responsible for driving marketing activities for existing products and new products , in coordination with the Field sales and HO Marketing in the assigned zone so that PI products are established as a preferred brand in the operating markets. The role holder is also responsible for market mapping for new geographies and pipeline products, resolution of marketing related queries and product training for field staff

Strategic Responsibilities

  • Provide inputs to the Marketing Head / Zonal In Charges for preparation of zonal marketing plans (existing and new products, roll out timelines, marketing expenditure, desired benefits)
  • Develop marketing plan for new geographies (for example, target farmer groups, roll out of promotion initiatives)
  • Conduct potential mapping for the pipeline product for three to five years (for example, development, testing, launch, growth, maturity)
  • Develop innovative ideas for increased marketing and field effectiveness (for example, innovative branding and promotion initiatives, product training methodologies)

Operational Responsibilities

Field Promotional Support Activities

  • Achieve the annual product marketing targets for the Region / Zone by effective planning, coordination and execution of demand generation activities, in collaboration with the Field sales staff (for example, demonstrations, field days, product campaigns, crop campaigns, farmer meetings, dealer / channel partner meetings)
  • Implement product launch activities of the pipeline products through planned initiatives like demonstrations, field days, testimonial farmers, etc.
  • Provide detailed planning and execution support for roll out of planned marketing initiatives to the Field sales team (for example, promotional tools, providing technical know-how, coordinating logistics for promotion programs)
  • Coordinate with the HO Marketing / External agencies (for example, co-marketing agencies, event management companies, ad agencies) for organizing promotion campaigns and other field marketing initiatives (For example, receiving brand material, proof reading of leaflets and approvals, distribution to the field sales)

Product Training Support Activities

  • Support the Field sales staff in resolution of queries/ issues related to product, marketing initiatives, etc. (for example, product queries from farmers, damage control for any issues on field).
  • Improve efficiency and effectiveness of field staff, through execution of planned training programs , in coordination with the Product Managers and HR (for example, product training, customer handling, dealer management)
  • Provide inputs on Initiation and regulation of new system developments (for example, product related, sales process related)

Market Feedback

  • Provide feedback to Marketing Head / Product Managers regarding activities undertaken (e.g. feedback / reaction on campaigns and promotional activities; opportunities for improvement, customer r queries)

Others

  • Prepare and submit reports of marketing initiatives to the Zonal Sales In Charge & Marketing HO team, as per specified timelines (for example, roll out plan vs. actual, customer feedback and queries, effectiveness of campaigns, product / field training status)
  • Ensure Compliance to statutory & organization policies including safety, health, environment & audit, in all marketing initiatives executed in the field.

Financial Responsibilities

  • Track and monitor marketing expenses for the region / zone, and provide inputs to the Zonal in Charge and Head Marketing, as required (for example, plan vs. actual spend, unplanned expenditure, spend on special projects, benefits accrued thru marketing spend)

People Responsibilities

  • Attend trainings on training needs identified or imparted by HR

Education Qualification

B.Sc (Ag)/M.Sc(Agri), MBA Desirable

Work Experience

  • 6 to 10 years experience in Agri input industry
  • 2 to 3 years experience in handling field marketing initiatives required.
  • Previous experience of working in field sales is desirable

Industry to be Hired from

  • Agri input / Agro Chemicals experience required

Functional Competencies

  • Sound Product Knowledge
  • Industry Knowledge
  • Excellent Knowledge of sales, credit process and dealer management process
  • MS Office Skills

Interaction Complexity and Team Work

Interaction

Frequency

Purpose of Interaction


Internal :

  • Zonal Incharges, Regional Incharges, Territory Incharges, Market Development Officers, Field assistants, Marketing HO team, Product Development team, Zonal HR.

As and when required

Planning and execution of field marketing initiatives, field staff training (product related), feedback on new products, field trails, handling of customer queries, reporting on status of marketing initiatives and expenses


External :

  • Dealers, Distributors, Co-marketing agencies, Government agencies, Ad agencies, Printers, Event management companies

As and when required

Planning and execution of marketing initiatives, field promotion campaigns, training programs, knowledge sharing

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