Category Head

Astral Adhesives; Ahmedabad District; On-site; INR 4,000,000 - 7,000,000; Full time

Job summary

Astral Adhesives in Ahmedabad (Corporate Office) seeks a senior marketing leader to drive pricing, category leadership, and institutional channel development across India. The role partners with Product, R&D, Sales, and Supply Chain to shape GTM strategies for Epoxy, Silicones, Hot Melt, and Coatings, and to launch new products.

The position requires 12–18 years in B2B industrial marketing, with a proven track record in launches, differentiation and technical engagement, and readiness to travel

Qualifications

• 12-18 years of B2B/Industrial Marketing experience.
• Experience in adhesives or related industries.
• Strong pricing strategy and technical engagement.

Responsibilities

• Define and execute the marketing roadmap for Epoxy, Silicones, Hot Melts and Industrial Coatings.
• Develop industrial GTM strategies with clear KPIs across automotive, electrical & electronics, HVAC, and infrastructure.
• Strengthen product placement through distributors, B2B resellers and OEM partners; lead channel campaigns.
• Drive end-to-end launches including packaging, pricing, samples and field enablement tools.
• Lead technical marketing materials and BTL campaigns; translate product superiority into field messaging.

Skills

Strategic thinking

Execution focus

Industrial adhesives knowledge

Pricing strategy

B2B marketing

Channel management

Education

MBA in Marketing

Bachelor's degree in Engineering, Chemistry, or Industrial Science

Job description

Role & responsibilities

1. Pricing, Promotions & Trade Scheme Management

• Define scientific pricing models by segment and region, balancing competitiveness and profitability.
• Understanding of various adhesive chemistry with epoxy & silicones in particular and define Price positioning.
• Review Product pricing structure and engage to improve the Gross Margin & Profitability of products.
• Develop and manage volume-based incentive structures, trade schemes, and seasonal promotions.

2. Category Leadership & Market Development

• Define and execute the strategic marketing roadmap for a diverse B2B portfolio, with focused growth plans for categories like Epoxy, Silicones, Hot Melts and Industrial Coatings.
• Expand product reach across segments like automotive, electrical & electronics, fabrication, packaging, HVAC, engineering, and infrastructure.
• Develop industrial vertical-specific GTM strategies with clearly defined KPIs and success metrics.

3. Institutional Channel & Product Placement

• Strengthen product placement through industrial distributors, B2B resellers, and OEM partners.
• Build and support channel marketing programs, application-based campaigns, product trials, and plant-level demos.
• Tailor product propositions and campaigns to influence procurement heads, maintenance engineers, and project decision-makers.

4. New Product Development & Launch Enablement

• Collaborate with Product and R&D teams to identify innovation opportunities and application-specific enhancements.
• Drive end-to-end go-to-market for new launches including packaging, pricing, sample programs, launch collaterals, and field enablement tools.
• Establish traction for newly launched segments (Hot Melt Adhesives, Industrial Paints & Coatings) through structured rollout plans and segment targeting.

5. Technical Marketing & BTL Execution

• Lead the creation of technical sales enablers: brochures, application videos, safety datasheets, and usage guides.
• Execute BTL campaigns, sector-focused expos, engineer meets, seminars, and fabrication workshops.
• Translate product superiority into relatable application-driven messaging for field execution.

6. Market Research & Competitive Intelligence

• Conduct continuous market scans, VOCs, and application-specific need analysis.
• Monitor competitor moves across pricing, performance, innovation, and channel engagement.
• Track regulatory and compliance factors relevant to industrial customers (safety, certification, etc.).

7. Influencer & Ecosystem Engagement

• Build and nurture an ecosystem of plant engineers, consultants, technical influencers, and project heads across core customer industries.
• Introduce digital loyalty programs, learning modules, and referral-based influence models.
• Position Astral as a partner in problem-solving, not just a product supplier.

8. Leadership & Cross-Functional Collaboration

• Lead a nimble and technically capable marketing team aligned to regional field teams and channel partners.
• Liaise with Sales, Technical Support, Product Management, Finance, and Supply Chain to deliver integrated growth outcomes.
• Represent the category in management reviews and steering committees with data-backed insights and recommendations.

Preferred candidate profile

• Education:
  • MBA in Marketing from a reputed institute (Tier 1/2 preferred).
  • Bachelor's degree in Engineering, Chemistry, or Industrial Science is highly desirable.
• Experience:
  • 12-18 years of experience in B2B/Industrial Marketing, with a strong record of accomplishment in adhesives, construction chemicals, paints, engineering consumables, or specialty materials.
  • Demonstrated success in launching new industrial categories, supporting institutional sales, and driving growth through product differentiation and technical engagement.
• Key Competencies:
  • Strong strategic thinking with execution rigor.
  • Deep understanding of industrial adhesives, application engineering, and B2B decision-making dynamics.
  • Excellent command over technical communication, influencer development, and pricing strategy.
  • Ability to manage complexity across products, geographies, and stakeholder groups.
  • Field-oriented mindset with agility to respond to dynamic market needs.
• Location & Mobility:

Based at Corporate Office, Ahmedabad, with frequent travel across key regions of India for market engagement and execution oversight