Zonal Marketing Manager

Job description

**Role: Zonal Marketing Manager** **Location:** Mumbai **Experience:** 10-15 years **Reporting to:** National Head **Team Management:** Yes (Regional team + agencies) **Travel:** Frequent travel across West zone **Role Objective** Lead and scale **end-to-end regional marketing for West zone**, driving **top-funnel awareness, customer acquisition, and deepening of existing customer relationships** through **high-impact activations, events, sponsorships, partnerships, expos, and branch-led branding initiatives**. This role requires an **entrepreneurial mindset** someone who can think like a business owner, identify growth opportunities, build scalable marketing engines, and deliver measurable business outcomes in a complex, multi-market region. --- **Key Responsibilities** **1. Regional Marketing Strategy & Funnel Ownership** - Own the **regional marketing strategy for the West**, aligned to national priorities and regional business targets. - Design and execute **full-funnel marketing plans**: • **Top funnel:** Awareness and consideration through large-format events, sponsorships, expos, alliances, and visibility-led initiatives. • **Mid & lower funnel:** Acquisition of new to bank customers, and cross-sell / up-sell to existing customers via curated experiences, branch-led programmes, and engagement platforms. - Translate business goals into **clear, outcome-driven marketing roadmaps**. --- **2. Concept Creation & Entrepreneurial Growth Mindset** - Lead **concept building and innovation** for: • New customer acquisition models • Existing customer engagement and monetization • Affluent and emerging affluent segments - Bring an **entrepreneurial approach** to marketingtesting new ideas, piloting formats, building partnerships, and scaling what works. - Create **big, differentiated ideas** that can be localized across South markets without diluting brand consistency. --- **3. Regional Activations, Events, Alliances & Branch Branding** - Own **end-to-end execution** of: • Regional and local events, activations, sponsorships, expos, and experiential initiatives. • Strategic partnerships with institutions, ecosystem players, and regional influencers. - Drive **branch branding and visibility initiatives** to: • Strengthen on-ground presence • Improve walk-ins, local salience, and community connect • Ensure branches act as strong marketing and acquisition touchpoints - Ensure all activations are **business-driven, differentiated, and measurable**, not just visibility-focused. --- **4. Stakeholder Management & Regional Leadership** - Act as the **primary marketing partner for senior regional business leaders** across West zone. - Manage and influence **senior stakeholders** across sales, product, compliance, and leadership teams. - Lead, coach, and scale a **regional marketing team**, setting clear goals, accountability, and capability benchmarks. - Manage multiple agencies and vendors, ensuring **quality execution, timelines, compliance, and ROI**. --- **5. Performance Tracking, Analytics & ROI** - Own **marketing performance metrics**, including: • Cost per lead (CPL) • Cost per acquisition / conversion • Event, activation, and branch branding ROI - Build and publish **monthly dashboards** covering: • Activity and market-wise performance • Funnel conversion insights • Optimization recommendations - Use data and insights to **optimize spend, improve efficiency, and scale high-performing initiatives**. --- **6. Budget, Governance & Compliance** - Own **regional marketing budgets**, ensuring optimal allocation across markets, channels, and formats. - Ensure all marketing activities comply with **brand guidelines, regulatory norms, and internal governance standards**. - Drive **cost efficiency and financial discipline** while maintaining premium brand standards. --- **Skills & Capabilities Required** **Core Capabilities** - Strong **strategic and entrepreneurial mindset** with hands-on execution experience. - Deep expertise in **BTL-led growth, experiential marketing, partnerships, and regional marketing**. - Proven ability to **think funnel-first and outcome-first**. - Excellent **oral and written communication skills**; confident presenting to senior leadership. - Strong **analytical and commercial acumen**, with comfort in ROI, CPL, and conversion metrics. - Ability to operate effectively in a **high-travel, multi-market regional role**. --- **Market & Segment Understanding** - Strong understanding of **affluent and emerging affluent customer segments**. - Deep appreciation of **regional nuances across West zone** and ability to localize strategies at scale. --- **Tools & Working Style** - High proficiency in **MS Excel and PowerPoint** (data-driven storytelling). - Hands-on with **AI and modern presentation tools** - Experience building **dashboards, reporting frameworks, and insight-led reviews**. --- **Education & Language** - **Master's degree** from a reputed institute. - Excellent command of **English (written and spoken)**. - **Knowledge of regional language is preferred but not mandatory.** --- **Ideal Candidate Snapshot** - 10–15 years of experience with a **strong regional leadership track record**. - Has **built, scaled, and optimized regional marketing programs**, not just executed campaigns. - Thinks **big-picture strategy**, yet stays close to execution and numbers. - Comfortable with **frequent travel**, senior stakeholder management, and high ownership roles.