Marketing Head

Tyro Ventures; Mumbai; On-site; INR 5,000,000 - 8,000,000; Full time

Job summary

Tyro Ventures is seeking a Marketing Head for a leading Indian FMCG company based in Mumbai. The role requires rising from Sales into Marketing, with end-to-end P&L ownership and deep exposure to national ATL, BTL, and digital initiatives.

The candidate will design retailer schemes, drive top-line growth, and build a high-performing team. A revenue-driven mindset and hands-on field experience are essential for success in this leadership position.

Qualifications

• 14–20 years of total FMCG experience with 3–6 years in Sales before Marketing.
• Deep expertise in ATL across TV, print, OOH, and radio.
• Hands-on BTL experience with trade schemes and in-store activations.
• Retail branding fundamentals; visibility drives conversion and margins.
• Commercial focus on revenue, market share, and ROI.
• Experience spanning brand, media, trade, digital, research and NPD in FMCG.

Responsibilities

• Own the entire marketing P&L including ATL/BTL budgets and ROI.
• Lead national ATL strategy and execution across channels.
• Drive BTL and trade marketing: in-store branding, discounts, promotions.
• Design annual promotion calendar aligned to sales targets.
• Collaborate with Sales on GTM for new launches.
• Own brand health metrics and take corrective actions.
• Build and lead a high-performing marketing team.
• Manage relationships with agencies, media, PR and research firms.
• Lead consumer insights and market research for pricing/positioning.
• Drive digital marketing strategy as a complement to ATL/BTL.

Skills

Marketing leadership

ATL campaigns

BTL activation

Sales experience

ROI & analytics

Brand management

Education

MBA in Marketing

Job description

ABOUT THE ROLE

We are hiring a Marketing Head for one of India's most recognised FMCG companies. This is not a purely digital or campaign-management role we are looking for a full-spectrum marketing leader who has risen through the ranks, ideally with an early career foundation in Sales before transitioning into Marketing.

The ideal candidate has led the entire marketing function — from national ATL campaigns and media planning to on-ground BTL activations, trade schemes, retail branding, and consumer promotions. Someone who understands how marketing decisions translate into sell-through at the shelf, not just impressions on a dashboard.

WHAT MAKES THIS ROLE DIFFERENT

This role demands a leader who has walked the market — someone who has spent years in Sales before moving to Marketing and therefore brings a commercial, revenue-linked lens to every brand decision.

The company needs a marketer who is equally comfortable presenting a national media plan to the board and designing a retailer-level scheme structure for a new product launch.

ATL is the primary muscle — but the candidate must have strong BTL instincts built from real field experience, not just agency briefs.

KEY RESPONSIBILITIES

Own the entire marketing P&L — ATL spends, BTL budgets, trade marketing allocations, agency fees, and ROI tracking across all channels.

Lead national ATL strategy and execution:

• Television, print, outdoor (OOH), radio, and cinema advertising
• Media planning, buying, and agency management
• Celebrity / influencer partnerships and brand endorsements
• Large-format brand campaigns and new product launches

Drive BTL and trade marketing initiatives:

• In-store branding, POS material, shelf visibility, and merchandising strategy
• Consumer promotions — discounts, combo offers, sampling drives, contests
• Retailer and distributor schemes — trade discounts, display incentives, loyalty programs
• Regional and hyper-local activation campaigns

Design and manage the annual promotion calendar — aligning schemes, discounts, and seasonal pushes with sales targets and inventory cycles.

Collaborate deeply with the Sales team on retail branding, channel-specific promotions, and go-to-market plans for new launches.

Own brand health metrics — awareness, consideration, trial, and repeat purchase — and take corrective action when numbers dip.

Build and lead a high-performing marketing team across brand management, media, creative, trade marketing, and digital.

Manage relationships with creative agencies, media houses, PR firms, and research agencies.

Lead consumer insights and market research to inform product development, pricing, and positioning.

Drive digital marketing strategy (social media, performance marketing, e-commerce) as a complement to the core ATL/BTL engine.

IDEAL CANDIDATE PROFILE

14–20 years of total experience in FMCG, with a career trajectory that includes meaningful time in Sales (3–6 years) before transitioning into Marketing.

Deep expertise in ATL — has conceptualised, executed, and measured large-scale national campaigns across TV, print, OOH, and radio.

Strong working knowledge of BTL — not just oversight, but hands‑on experience in designing trade schemes, retailer promotions, and on‑ground activations.

Understands the fundamentals of retail branding — what works at the shelf, how visibility drives conversion, and how promotions impact channel margins.

Commercially sharp — thinks in terms of revenue impact, market share, and ROI, not just brand recall scores.

Has managed the complete marketing gamut in FMCG — brand, media, trade, digital, research, and NPD support — not a specialist from one vertical.