**Company:** KBB Nuts Pvt. Ltd. (Tulsi Brand)
**Location:** New Delhi
**Department:** Marketing
## About the Role
KBB Nuts Pvt. Ltd., makers of the **Tulsi** brand, is looking for an experienced, strategic, and execution-driven **Marketing Manager** to lead the brand's marketing initiatives across India. The ideal candidate should have deep expertise in **Trade Marketing**, **ATL (Above-the-Line)** and **BTL (Below-the-Line)** marketing, with a strong understanding of the **General Trade** ecosystem in the FMCG/Food industry.
This role requires someone who can think strategically while being equally hands-on in execution. The candidate should have a proven ability to build brand visibility, drive retail activations, execute impactful campaigns across Tier 2 and Tier 3 markets, and lead a high-performing marketing team.
## Key Responsibilities
* Develop and execute the overall marketing strategy aligned with business objectives and sales growth.
* **Manage the marketing P&L with a strong focus on driving sales, ensuring every marketing investment is measured against business outcomes and delivers maximum ROI.**
* Lead Trade Marketing initiatives to strengthen brand visibility and drive sales across General Trade channels.
* Plan and execute ATL campaigns, including print, radio, outdoor, and regional media, to build brand awareness.
* Design and implement BTL activities such as retailer activations, sampling programs, consumer engagement campaigns, roadshows, market events, and promotional initiatives.
* Develop retail branding strategies, including in-store visibility, POSM, merchandising, shop branding, and dealer/distributor engagement programs.
* Drive brand activation programs across Tier 2 and Tier 3 cities with a deep understanding of local consumer behavior and market dynamics.
* Work closely with the Sales team to create impactful trade schemes, retailer engagement programs, and market-specific promotional plans.
* Manage marketing budgets efficiently and ensure maximum return on investment.
* Collaborate with creative agencies, media partners, vendors, and activation agencies for flawless campaign execution.
* Analyze campaign performance, market trends, competitor activities, and consumer insights to optimize marketing initiatives.
* Lead, mentor, and develop the marketing team, ensuring high levels of collaboration, accountability, and execution excellence.
* Manage and guide a team of **2 marketing professionals**, fostering a culture of ownership, creativity, and continuous improvement.
* Travel extensively across India to monitor market execution, distributor activities, retail branding, and activation effectiveness.
## Desired Candidate Profile
### Experience
* **12–15 years of marketing experience** in the FMCG/Food industry.
* Strong experience in **Trade Marketing**, **ATL**, and **BTL** marketing.
* Proven experience working with brands focused on **General Trade** distribution.
* Extensive experience executing marketing programs in **Tier 2 and Tier 3 cities**.
* Strong understanding of retail activation, merchandising, in-store branding, and consumer engagement.
* Experience managing agencies, vendors, and cross-functional teams.
* Demonstrated success in developing and executing integrated marketing campaigns that deliver measurable business growth.
## Skills & Competencies
* Strategic planning with strong execution capabilities.
* Critical thinker with excellent analytical and problem-solving skills.
* Strong leadership and team management abilities.
* Excellent project management and organizational skills.
* Strong communication, presentation, and stakeholder management skills.
* Ability to manage multiple projects simultaneously while meeting deadlines.
* Budget planning with a strong commercial mindset and ROI-driven approach.
* High ownership, entrepreneurial mindset, and attention to detail.
* Ability to thrive in a fast-paced, growth-oriented environment.
## Preferred Age
* **Below 40 years.**
## Educational Qualification
* Bachelor's degree in Marketing, Business Administration, Commerce, or a related field.
* MBA in Marketing preferred.
## Travel Requirement
* Willingness to travel extensively across **Pan India** to support market visits, activations, distributor engagement, and retail execution.
## Ideal Candidate
The ideal candidate is a commercially driven marketing leader who combines strategic thinking with exceptional execution. They should have a strong understanding of India's General Trade landscape, particularly in Tier 2 and Tier 3 markets, and be capable of building impactful brand campaigns that translate into retail visibility and business growth. They should think beyond brand-building by managing the marketing P&L with discipline, ensuring every marketing initiative contributes to sales, profitability, and long-term brand equity. They should also be an effective leader who can inspire and develop the marketing team while working closely with sales, distributors, agencies, and channel partners to strengthen the **Tulsi** brand's market presence across India.