Head of Marketing

About Cholayil:

Cholayil Pvt Ltd (CPL) is one of the leading and fastest growing companies in India having a strong presence in the FMCG industry.

The company, rooted in tradition but modern in its thought and approach, is a pioneer in the field of Ayurveda and natural personal care products. CPL introduced the flagship brand ‘Medimix’ in 1969 which was followed by acquiring ‘Cuticura’ and ‘Krishna Thulasi’ brands in 2001 and 2011 respectively. It has implemented several strategic initiatives to become a dominant player with strong brand equity in the personal care industry. Cholayil Pvt. Ltd. is also the parent company of Dr. Sidhan’s Ayur Mix, Sadayush, Sadhev and Jullaaha brands.

Today CPL has basket of brands which are popular not only in India but has global footprint in more than 35 countries across the world with prominent presence in Middle East, Far East, Europe and Asia Pacific among other markets. Cholayil has done a Joint Venture in Kenya to manufacture products for African region. The company has also started ecommerce website in India, USA, Singapore, Malaysia and soon to be launched in GCC also.

Cholayil Pvt. Ltd. is now a 700+ employee strong company with a Head Office in India. It has production plants in TADA (Andhra Pradesh) and Haridwar (Uttrakhand).

More details are available at our Websites:

www.cholayil.com

www.medimixayurveda.com

Job Summary:

CPL is seeking a strategic and dynamic Head of Marketing & NPD to spearhead our marketing and product innovation functions. This role will be responsible for driving brand growth, developing market strategies, leading new product initiatives, and fostering a high-performing marketing team to enhance brand visibility and profitability across the domestic and international markets.

Key Responsibilities:

Marketing Strategy Development:

• Formulate both short-term and long-term strategic and operational priorities for the marketing function.
• Develop comprehensive marketing strategies based on market research and consumer insights, positioning the brand effectively to maximize customer engagement.

Brand Positioning & Customer Insights:

• Conduct extensive market research and consumer segmentation to reinforce brand positioning and ensure increased customer mindshare.
• Design initiatives to improve brand visibility and drive consumer loyalty across target segments.

Business Plan Achievement:

• Lead the team to meet the annual business plan by executing planned marketing activities, achieving volume and value sales targets, and ensuring brand profitability.
• Collaborate with Brand Managers to manage Pan-India marketing initiatives for all company products.

Sales & Marketing Targets:

• Oversee the achievement of budgeted sales and marketing targets, ensuring profitability across all brands within Cholayil’s portfolio.
• Work with sales and finance teams to align on budget and forecast targets, promoting financial health of each brand.

New Product Development & Innovation:

• Drive innovation and new product development (NPD) initiatives, identifying market gaps and launching products that cater to evolving consumer needs.
• Use consumer research and market insights to create impactful new products that meet NPD sales targets in line with the business plan.

Marketing Campaigns & Market Share Growth:

• Achieve market share objectives through ATL (Above-the-Line) and BTL (Below-the-Line) activities, reviewing progress regularly to enhance brand recognition.
• Develop and execute both domestic and international branding activities to establish Cholayil’s presence across markets.

Out-of-the-Box Marketing Initiatives:

• Conceptualize and implement innovative marketing campaigns to elevate consumer awareness and loyalty.
• Stay ahead of market trends, benchmarking Cholayil’s practices with industry best practices to ensure competitive positioning.

Brand Representation and Industry Leadership:

• Represent Cholayil as a forward-thinking leader in the industry, leveraging market position to enhance brand image and capture revenue opportunities.

Team Development & Performance Management:

• Build individual development plans for team members, identifying key growth areas and conducting quarterly performance reviews to foster a high-performing marketing team.
• Mentor team members, promoting a culture of continuous improvement and encouraging creativity and collaboration.

Eligibility Criteria:

Educational Qualifications

MBA in Marketing or related field from a reputable institute (preferably within the top 50 NIRF ranking) is required

Work Experience Requirements

15+ years in FMCG marketing and NPD, with a proven track record in leading Pan-India brand strategies, product innovation, and market expansion.

Skills Required

• Should have a strategic vision – both short term and long term.
• Strong strategic planning, analytical, and research skills with a deep understanding of FMCG markets.
• Excellent leadership and team management abilities, with a focus on mentoring and developing high-performance teams.
• Proficiency in executing and managing both ATL and BTL marketing activities.
• Ability to oversee market research and implement insights into effective product and brand strategies.
• Should have a track record of growing within the organization.
• Should have clear and well defined focus on the objectives
• Excellent communication and interpersonal skills
• Good Analytical skills
• Language – English and Hindi (Mandatory)