Category Head

Role & responsibilities

1. Pricing, Promotions & Trade Scheme Management

• Define scientific pricing models by segment and region, balancing competitiveness and profitability.
• Understanding of various adhesive chemistry with epoxy & silicones in particular and define Price positioning.
• Review Product pricing structure and engage to improve the Gross Margin & Profitability of products.
• Develop and manage volume-based incentive structures, trade schemes, and seasonal promotions.

2. Category Leadership & Market Development

• Define and execute the strategic marketing roadmap for a diverse B2B portfolio, with focused growth plans for categories like Epoxy, Silicones, Hot Melts and Industrial Coatings.
• Expand product reach across segments like automotive, electrical & electronics, fabrication, packaging, HVAC, engineering, and infrastructure.
• Develop industrial vertical-specific GTM strategies with clearly defined KPIs and success metrics.

3. Institutional Channel & Product Placement

• Strengthen product placement through industrial distributors, B2B resellers, and OEM partners.
• Build and support channel marketing programs, application-based campaigns, product trials, and plant-level demos.
• Tailor product propositions and campaigns to influence procurement heads, maintenance engineers, and project decision-makers.

4. New Product Development & Launch Enablement

• Collaborate with Product and R&D teams to identify innovation opportunities and application-specific enhancements.
• Drive end-to-end go-to-market for new launches including packaging, pricing, sample programs, launch collaterals, and field enablement tools.
• Establish traction for newly launched segments (Hot Melt Adhesives, Industrial Paints & Coatings) through structured rollout plans and segment targeting.

5. Technical Marketing & BTL Execution

• Lead the creation of technical sales enablers: brochures, application videos, safety datasheets, and usage guides.
• Execute BTL campaigns, sector-focused expos, engineer meets, seminars, and fabrication workshops.
• Translate product superiority into relatable application-driven messaging for field execution.

6. Market Research & Competitive Intelligence

• Conduct continuous market scans, VOCs, and application-specific need analysis.
• Monitor competitor moves across pricing, performance, innovation, and channel engagement.
• Track regulatory and compliance factors relevant to industrial customers (safety, certification, etc.).

7. Influencer & Ecosystem Engagement

• Build and nurture an ecosystem of plant engineers, consultants, technical influencers, and project heads across core customer industries.
• Introduce digital loyalty programs, learning modules, and referral-based influence models.
• Position Astral as a partner in problem-solving, not just a product supplier.

8. Leadership & Cross-Functional Collaboration

• Lead a nimble and technically capable marketing team aligned to regional field teams and channel partners.
• Liaise with Sales, Technical Support, Product Management, Finance, and Supply Chain to deliver integrated growth outcomes.
• Represent the category in management reviews and steering committees with data-backed insights and recommendations.

Preferred candidate profile

• Education:

• MBA in Marketing from a reputed institute (Tier 1/2 preferred).

• Bachelor's degree in Engineering, Chemistry, or Industrial Science is highly desirable.

• Experience:

• 12-18 years of experience in B2B/Industrial Marketing, with a strong record of accomplishment in adhesives, construction chemicals, paints, engineering consumables, or specialty materials.

• Demonstrated success in launching new industrial categories, supporting institutional sales, and driving growth through product differentiation and technical engagement.

• Key Competencies:

• Strong strategic thinking with execution rigor.

• Deep understanding of industrial adhesives, application engineering, and B2B decision-making dynamics.

• Excellent command over technical communication, influencer development, and pricing strategy.

• Ability to manage complexity across products, geographies, and stakeholder groups.

• Field-oriented mindset with agility to respond to dynamic market needs.

• Location & Mobility:

Based at Corporate Office, Ahmedabad, with frequent travel across key regions of India for market engagement and execution oversight