Zonal Marketing Manager

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.