Head of Marketing & E-Commerce – FMCG (Biscuits & Confectionery)(Hyderabad On-Ste) Full Time

Job Title: Head – Marketing & E-Commerce FMCG (Biscuits & Confectionery) (Hyderabad On-Site)

Experience: 8 -12 years

Reporting To: Managing Director

Team Management: 10+ Direct & Indirect Reportees

Job Type: Full Time

Budget: 30-35 LPA

About the Role

We are seeking a visionary, creative, and result-oriented marketing leader to spearhead the national marketing and e-commerce function for a rapidly growing FMCG food organization.

The Head – Marketing & E-Commerce will be responsible for driving brand leadership, consumer growth, digital transformation, market penetration, and revenue acceleration across a diversified portfolio of biscuits, chocolates, confectionery, snacks, and allied food categories.

This role requires a strategic yet execution-focused professional with strong expertise across:

• Brand Management
• ATL & BTL Marketing
• Digital & Performance Marketing
• E-Commerce & Quick Commerce Growth
• Trade Marketing & Retail Visibility
• Consumer Insights & Innovation
• Packaging Communication & Creative Excellence
• Product Commercialization & GTM Strategy

The incumbent will work closely with the Managing Director and cross-functional leadership teams to build scalable brands, strengthen consumer connect, accelerate online and offline growth, enhance retail visibility, and create impactful integrated marketing ecosystems across General Trade, Modern Trade, E-Commerce, and Quick Commerce channels.

This is a high-ownership leadership role for someone passionate about building iconic FMCG brands and driving aggressive business growth in highly competitive consumer markets.

Key Responsibilities

Strategic Brand Leadership

• Develop and lead the company’s long-term national marketing and e-commerce vision aligned with business growth objectives and category expansion plans.
• Build and strengthen consumer-centric brands across multiple FMCG food categories and price segments.
• Drive brand positioning, architecture, differentiation, and market relevance in highly competitive retail environments.
• Lead annual marketing strategy, campaign calendars, consumer communication frameworks, and innovation roadmaps.
• Analyse market trends, consumer behaviour, competitive intelligence, and emerging category opportunities to accelerate business growth.
• Develop integrated brand-building initiatives across offline and digital ecosystems.

ATL Marketing & Media Management

• Conceptualize and execute high-impact ATL campaigns across:
• Television
• Print
• Radio
• Outdoor
• Cinema
• OTT
• Digital Video Platforms
• Lead media planning, media buying coordination, budgeting, campaign optimization, and performance tracking.
• Drive measurable brand awareness, consumer recall, and market penetration through integrated communication strategies.
• Collaborate with creative and media agencies to deliver compelling, insight-driven campaigns with strong ROI orientation.

BTL, Trade & Retail Marketing

• Design and execute innovative BTL initiatives including:
• Retail activations
• In-store branding
• Consumer promotions
• Sampling campaigns
• Van operations
• Dealer & distributor engagement programs
• Regional activation initiatives
• Partner closely with Sales teams to strengthen market visibility, retailer engagement, and channel productivity.
• Lead development of impactful POSM, merchandising solutions, and retail communication assets across:
• General Trade
• Modern Trade
• Rural Channels
• Drive festive, regional, and channel-specific consumer engagement programs to improve off-take and retail conversions.

Digital Marketing & E-Commerce Growth

• Lead end-to-end digital transformation initiatives for brand growth and consumer engagement.
• Develop performance-driven digital strategies across:
• Social Media Marketing
• Performance Marketing
• Influencer Collaborations
• Content Marketing
• SEO/SEM
• Video Marketing
• Consumer Engagement Campaigns
• Drive e-commerce business growth across platforms such as:
• Amazon
• Flipkart
• Blinkit
• Zepto
• Swiggy Instamart
• BigBasket
• Modern Trade & Quick Commerce Channels
• D2C Platforms
• Optimize digital shelf visibility, product listings, ratings & reviews, content quality, promotional campaigns, and conversion metrics.
• Improve customer acquisition, repeat purchases, online visibility, and digital revenue contribution.
• Monitor and improve key digital KPIs including:
• CAC
• ROAS
• CTR
• Engagement Rates
• Traffic Growth
• Conversion Rates
• Online Revenue Contribution

Creative, Packaging & Communication Excellence

• Lead packaging communication strategy, creative development, artwork approvals, product photography, and visual branding consistency.
• Ensure all consumer-facing communication aligns with brand identity, category relevance, and premium market standards.
• Manage internal creative teams and external agencies for:
• Advertising creatives
• Packaging designs
• Digital assets
• Corporate communication
• Brochures & POSM
• Retail branding materials
• Drive innovation in packaging aesthetics, consumer storytelling, and shelf-impact communication.

Product Launches & Innovation Management

• Collaborate with R&D, Sales, Supply Chain, and Production teams for successful product launches and category extensions.
• Develop comprehensive GTM (Go-To-Market) strategies for new products, SKUs, and innovation pipelines.
• Conduct consumer insight studies, market research, and product feasibility assessments to support innovation-led growth.
• Monitor post-launch performance, consumer adoption, and market feedback for continuous improvement.

Budgeting, Analytics & Business Performance

• Prepare and manage annual marketing and e-commerce budgets with strong focus on optimization and profitability.
• Evaluate marketing effectiveness through ROI analysis, campaign analytics, consumer metrics, and sales impact assessments.
• Present strategic performance reviews, dashboards, and growth recommendations to senior leadership.
• Build data-driven marketing frameworks to improve decision-making and business scalability.
• Monitor market share growth, brand equity, and overall business contribution from marketing initiatives.

Leadership & Stakeholder Management

• Lead, mentor, and inspire a high-performing marketing and e-commerce team fostering innovation, accountability, and collaboration.
• Build a strong performance-driven culture with clear KPIs, capability development, and succession planning.
• Manage relationships with:
• Advertising agencies
• Media partners
• Research firms
• Digital agencies
• Production vendors
• Marketplace partners
• Strategic business partners
• Collaborate cross-functionally with Sales, Finance, Operations, R&D, IT, and Supply Chain teams to ensure seamless execution of business priorities.

Educational Qualification

• MBA / PGDM in Marketing from a reputed institution preferred.
• Additional certifications in:
• Digital Marketing
• Brand Management
• Consumer Analytics
• E-Commerce
• will be an added advantage.

Experience

• 8–12 years of progressive experience in FMCG marketing, preferably within:
• Food
• Biscuits
• Snacks
• Chocolates
• Confectionery
• Consumer Products sectors
• Proven track record of leading national marketing and e-commerce functions for established consumer brands.
• Strong exposure across:
• ATL Marketing
• BTL Marketing
• Brand Management
• Trade Marketing
• Digital Marketing
• Performance Marketing
• E-Commerce & Quick Commerce ecosystems
• Experience managing large-scale integrated campaigns, multi-channel consumer engagement, and cross-functional leadership teams.

Core Competencies

• Strategic Brand Building
• Consumer & Market Insight Orientation
• Integrated Marketing Communications
• Media Planning & Campaign Management
• Digital & Performance Marketing Expertise
• E-Commerce Business Understanding
• Retail & Distribution Ecosystem Knowledge
• Data Analytics & ROI Measurement
• Leadership & Team Development
• Stakeholder & Agency Management
• Creative & Packaging Sensibility
• Strong Negotiation & Communication Skills

Key Performance Indicators (KPIs)

• Brand Awareness & Equity Enhancement
• Market Share Growth
• Sales Contribution Through Marketing Initiatives
• ROI on ATL / BTL / Digital Campaigns
• E-Commerce Revenue & Digital Growth Metrics
• Product Launch Success Rate
• Retail Visibility & Trade Activation Effectiveness
• Consumer Engagement & Retention Metrics
• Team Productivity & Execution Excellence
• Budget Utilization Efficiency

Why Join Us

• Opportunity to lead the marketing and digital transformation of a fast-growing FMCG food organization.
• Direct exposure to leadership decision-making and business strategy.
• Dynamic, entrepreneurial, and growth-oriented work culture.
• Opportunity to build iconic consumer brands at a national scale.
• High ownership role with strong visibility and career progression potential.

Application Instructions

If you possess the qualifications and are driven to excel in your field, we warmly invite you to apply by sharing your updated resume at resumes@empglobal.ae or by applying directly through this platform.

Note: While we appreciate every application, only shortlisted candidates will be contacted. Your understanding is appreciated in this regard!