Senior Manager

Job description

Job Description Senior Manager Catchment Marketing Senior Manager Job Details Role Name Catchment Marketing Department Reporting to Marketing Designation Location Senior Manager Mumbai Zonal Office General Manager Catchment Marketing About Croma Croma, part of the Tata Group, is Indias leading electronics retail chain with 540+ stores in 200+ cities. Offering 20,000+ products from 500+ brands, Croma provides a seamless omnichannel shopping experience. With its Own Label range, ZipCare services, and Express Delivery, Croma ensures quality, convenience, and expert guidance for wide range of digital and home electronic needs. Job Purpose The Senior Manager Catchment Strategy is responsible for developing the localized marketing strategy across Croma's catchments to drive footfalls, enhance store visibility, and align with business objectives. This role guides regional marketing planning, ensures campaign adaptability to local nuances, and supports strategic marketing execution at the store level. Primary Responsibilities 1. Catchment Planning and Strategy Development Create annual and quarterly marketing plans for catchments based on store performance, seasonal trends, and market intelligence. Identify local customer segments and tailor campaign messaging and formats to suit regional preferences. Integrate store expansion plans and performance priorities into marketing calendars. Collaborate with brand and business teams to ensure store-specific execution of national and regional campaigns. 2. Campaign Calendar Management Build and manage the master catchment calendar in coordination with zonal and regional teams. Plan campaign rollout across cities and towns ensuring alignment with festivals, events, and store-level opportunities. Customize central campaigns for local implementation through BTL channels (radio, outdoor, events). Track adherence to rollout timelines and collate implementation status from regional teams. 3. Data-Driven Targeting and ROI Analysis Use store footfall, sales, and regional insights to prioritize marketing interventions and resource allocation. Work with the business analytics team to measure effectiveness of catchment campaigns. Analyze performance by geography, format, and store to refine campaign formats and focus areas. Prepare post-campaign reports for regional initiatives with learnings and recommendations. 4. Budget Planning and Vendor Coordination Allocate budgets across catchments based on store revenue contribution and campaign requirements. Track spending vs. budget utilization for each campaign and catchment. Evaluate and recommend vendors for localized execution in coordination with zonal marketing leads. Monitor cost efficiencies across print, outdoor, radio, and ground activation channels. 5. Cross-functional and Team Collaboration Act as the strategic anchor for regional marketing teams, guiding planning and execution discipline. Collaborate with brand marketing, visual merchandising, and store ops for campaign integration. Work closely with the creative support team for adaptation of campaign assets in vernacular formats. Support knowledge sharing and playbook development for campaign replicability. External Interfaces Internal Interfaces Catchment Strategy Team and Other Marketing Verticals Local Vendors & Activation Partners Radio, Print and Outdoor Media Partners Store Sales Team Merchandising Team Job Specifications Desired Qualification MBA in Marketing from a reputed institute 6 to 8 years of experience in regional/catchment marketing, retail activations, or brand localization with exposure to performance analysis and cross-functional execution Desired Experience