Head of Digital Marketing

SRMB STEEL | JOB DESCRIPTION

Digital Marketing Head, Value Added Series

Position

Digital Marketing Head, Value Added Series (VAP).

Scope

Digital demand generation for Real-Edge, Real-Edge Galva and Real-Fabrica, to the fabricator and specifier.

Function

Marketing, Digital, Value Added Series.

Grade / Level

Deputy General Manager / General Manager.

Reports to

President and CSMO.

Directly leads

Performance marketing, content or analytics resources and agencies.

Location

Head office with fabricator-market exposure.

Experience

10 to 12 years in digital marketing, ideally B2B or building materials demand generation.

1. Why this role exists

VAP-Real-Edge is sold today almost entirely by feet on the street. That is slow and expensive when the fabricator, the specifier and the home builder all start their search online. Digital can find these buyers, engage them at a fraction of field cost, and hand qualified demand to the zones and the DAP engine. Right now that channel is barely switched on.

This role builds and owns the digital demand engine for VAS. It generates and qualifies fabricator and specifier demand, runs performance marketing and content, engages the fabricator community digitally, powers the loyalty and QR data flow, and proves the return on every rupee. This is a numbers role, and the numbers below are the contract.

2. What this role owns

• Demand generation. Generate qualified fabricator and specifier leads and route them to the zones and the DAP engine for conversion.
• Performance marketing. Run paid search, social and geo-targeted campaigns near projects and fabricator clusters, managed to cost per lead and ROAS.
• Organic and content. Own SEO, share of search and application-led content that wins the fabricator and specifier at the search stage.
• Community and influencer digital. Run WhatsApp, fabricator communities and digital influencer engagement that build preference and pull.
• Martech, loyalty and analytics. Own the martech stack, the loyalty-app and QR data flow, and the attribution that ties digital effort to VAS sales.

3. Key responsibilities

• Build the demand funnel. Design the full funnel from click to qualified lead to counter, with clean handover to sales and the DAP engine.
• Run performance campaigns. Plan and optimise paid campaigns on Google, Meta and geo-targeting platforms to hit cost-per-lead and ROAS targets.
• Own search and content. Grow organic visibility and share of search on RealEdge, Real Galva and fabrication category terms with real content.
• Drive fabricator digital engagement. Run WhatsApp and community programmes and the digital side of the loyalty app, and grow active engagement.
• Prove ROI with attribution. Stand up analytics and attribution so every campaign is measured to lead, to counter and to sales, and spend follows what works.
• Manage agencies and stack. Run agency and martech partners to performance, and keep the tools adopted and clean.

4. Measurable indices, the contract

Index

What it measures

Target

Qualified leads

What it measures Monthly qualified fabricator and specifier leads

Target Growing run rate, on plan

Cost per lead

What it measures Fully loaded cost per qualified lead

Target Down quarter on quarter to benchmark

Lead to SQL

What it measures Qualified leads accepted by sales

Target 25 to 35%, in line with B2B norms

Lead to counter

What it measures Digital leads that become active counters or orders

Target 10 to 20%

ROAS

What it measures Return on paid ad spend

Target 3:1 or better on search and retargeting

Share of search

What it measures Organic visibility on RealEdge and category terms

Target Rising, category-leading over time

Site conversion

What it measures Landing page and site form-fill rate

Target Lift from 1 to 3% base upward

Community and app

What it measures Active fabricators on WhatsApp and loyalty app, QR scans

Target Growing active base

Digital contribution

What it measures Share of VAS sales influenced by digital demand

Target Rising share, attributed

5. Who we are looking for

• 10 to 12 years in digital marketing, with a strong bias to demand generation, ideally in B2B or building materials.
• Proven performance marketing across Google and Meta, managed to cost per lead and ROAS, not vanity reach.
• Real command of SEO and content, marketing automation and CRM, and analytics and attribution.
• Experience with WhatsApp, community and influencer programmes, and with loyalty or app engagement.
• Fluent in dashboards and unit economics: can defend every rupee with a number.
• MBA or a digital or analytics qualification an advantage. Exposure to the fabricator or trade channel is a plus.

6. What good looks like in year one

Digital is a live demand channel for VAS, not a brochure. Qualified fabricator leads flow to the zones and the DAP engine at a falling cost per lead, ROAS holds at 3:1 or better, and share of search on RealEdge and Real Galva is rising. The fabricator community and loyalty app are active, attribution ties digital to real VAS sales, and leadership can see, on one dashboard, exactly what digital is contributing.