Senior Marketing Manager | For a Legacy Indian FMCG Brand | 8-12 YoE

Role Mandate: To drive scalable, data-led growth for the brand across International Business markets - owning end-to-end marketing for the region. Growth marketing is the core of the mandate, complemented by full ownership of trade marketing and retail activation, and strategic oversight of the e-commerce agenda (executed by a dedicated e-commerce function). The role is the senior marketing custodian for International Business: owning performance marketing, brand, trade, CRM, and the experimentation agenda, and translating marketing investment into measurable, profitable revenue across UAE, GCC, and other priority international markets. Key Responsibilities: 1. Growth Strategy & Funnel Ownership • Own the end-to-end growth funnel - acquisition, activation, conversion, retention, and reactivation - across International Business markets. • Define and execute the growth roadmap across snacks, sweets, namkeen, and ready-to-eat portfolios, aligned to category and revenue targets. • Own growth P&L and budget allocation across channels, with relentless focus on CAC, LTV, ROAS, and payback. • Build a structured experimentation engine (A/B testing, incrementality, cohort analysis) to compound learnings across markets. 2. Performance Marketing & Digital Acquisition • Lead always-on performance marketing across Meta, Google, TikTok, programmatic, and emerging channels - calibrated to multi-market consumer cohorts. • Optimise full-funnel media for efficiency and scale, owning attribution, MMM inputs, and spend-to-revenue accountability. • Drive influencer, creator, and WhatsApp commerce programmes as scalable acquisition and engagement levers. 3. E-commerce & Quick Commerce Oversight • Provide strategic oversight of e-commerce and quick commerce across Amazon.ae, Noon, Talabat Mart, Careem Quik, InstaShop, Kibsons, El Grocer, and grocer online (Carrefour / LuLu / Spinneys), partnering with the dedicated e-commerce function on execution. • Set direction on content, ratings & reviews, search visibility, A+ pages, and conversion-rate optimisation, ensuring brand and growth alignment across marketplaces. • Steer e-commerce + quick-commerce contribution to total revenue as a primary growth KPI, with the e-commerce team owning day-to-day delivery. 4. Trade Marketing & Retail Activation • Own trade marketing strategy across modern trade - Carrefour (MAF), LuLu Hypermarket, Spinneys, Union Coop, Choithrams, Al Maya, Géant, Nesto - including planogram, BDA negotiations, joint business plans, and category captaincy. • Build activation calendars for ethnic and Asian channels (West Zone, Talal, Al Adil, Madhoor, Grandiose, Al Safeer) across international markets. • Drive in-store visibility, sampling programmes, sell-out promotions, and rate-of-sale (ROS) improvement at SKU-store level. • Partner with Sales to tie marketing inputs to secondary sales and off-take metrics. 5. CRM, Retention & First-Party Data • Build CRM, loyalty, and lifecycle marketing programmes (email, WhatsApp, push, SMS) to drive repeat purchase and frequency. • Develop the first-party data and segmentation strategy to power personalisation and retention across markets. • Improve trial-to-repeat conversion and reduce churn through targeted lifecycle interventions. 6. Festive, Cultural & Occasion-Led Growth • Engineer growth campaigns around Ramadan, Eid, Diwali, Onam, and National Day moments - including gifting SKUs and limited editions. • Build gifting and corporate-gifting as a year-round, scalable revenue stream across international markets. 7. Analytics, Insights & Decision-Making • Build growth dashboards linking spend → trial → repeat → sales uplift → ROI, accessible to leadership in real time. • Commission and interpret Nielsen / NielsenIQ, Kantar, and primary research alongside platform and first-party data to guide investment. • Translate data into clear, prioritised growth bets and rapid course-correction. 8. Cross-Functional & Stakeholder Leadership • Partner with Sales, Supply Chain, Finance, R&D, and the India HQ to align growth plans with availability, margin, and brand. • Manage agency, media, creative, and martech partners; build and develop a lean, high-output growth team. Key Deliverables / KRAs: • Revenue and market-share growth across core categories and priority international markets. • E-commerce + quick-commerce contribution to total revenue (defined target vs. baseline). • Numeric & weighted distribution and rate-of-sale (ROS) improvement across modern trade and ethnic channels. • Efficient, scalable acquisition - CAC, ROAS, and payback within target; improving year on year. • Retention and repeat-purchase improvement via CRM and lifecycle programmes. • ROI on performance and digital spends (defined target vs. actual). • A functioning experimentation engine with documented, compounding learnings. Ideal Candidate Profile: Experience: • 10-15 years of FMCG / consumer marketing experience, with a strong track record in growth, performance, and digital / e-commerce. • At least 4-6 years across UAE / GCC or international markets, ideally with multi-market scope. • Demonstrated ownership of a growth P&L and quantified, data-led marketing outcomes. • Hands-on experience with quick-commerce and marketplace platforms, performance media, and CRM / martech stacks. • Background in companies such as Unilever, Nestlé, PepsiCo, Mondelez, Mars, Almarai, Americana, IFFCO, BRF (Sadia), Britannia International, ITC, or comparable challenger food / D2C brands. Education: • MBA (Marketing) from a Tier-1 institution preferred. • Undergraduate degree in any discipline. Skills & Competencies: • Strong analytical and commercial mindset - P&L ownership, margin awareness, ROI and unit-economics orientation. • Deep fluency in performance marketing, e-commerce, CRM, and growth analytics. • Ability to operate at strategy and execution levels with equal comfort, at pace. • Strong stakeholder management and the ability to influence across functions and geographies. • Arabic language proficiency is a plus, not mandatory. What Success Looks Like (12 Months): • A clear, data-led growth strategy signed off and in execution across priority international markets. • Materially higher e-commerce + quick-commerce contribution vs. baseline. • Improving acquisition efficiency and retention (CAC, ROAS, repeat rate) quarter on quarter. • A live experimentation engine producing compounding, transferable learnings. • A lean, motivated growth team with clear KRAs and review rhythms.