Regional Marketing Manager

Role: Regional Marketing Manager

Experience: 8–10 years

Travel: Moderate

Role Overview:

We are looking for a business-oriented marketing professional for regional marketing for Karnataka.

As the Regional Marketing Manager, you will drive end-to-end marketing programs that deliver measurable business outcomes through on-ground activations, branch-led initiatives, community engagement, experiential campaigns, events, and hyperlocal marketing.

You will partner closely with sales, product, branch, and segment teams to ensure regional marketing efforts drive both customer acquisition and brand impact.

This role is ideal for someone who has successfully scaled regional marketing initiatives, understands funnel economics, and leverages data-driven insights to optimize investments and deliver strong business results.

Key Responsibilities:

1. Regional Marketing

• Execute regional marketing mandates, aligned with Zonal and national business priorities.
• Translate zonal objectives into actionable regional plans, marketing calendars, and measurable targets.
• Execute regional BTL, experiential, community, and hyperlocal marketing initiatives.
• Balance brand-building, customer engagement, and acquisition objectives across key customer segments.

2. Customer Acquisition & Demand Generation

• Design and execute marketing programs to support acquisition goals across Retail, Affluent, NRI, SME, and Commercial Banking segments.
• Define campaign objectives, KPIs, and success metrics to ensure measurable business impact.
• Drive a performance-led marketing approach with strong focus on:
• Funnel management
• Event-to-lead conversion
• Budget optimization
• Insight-led experimentation and continuous improvement

3. Consumer Experiences, Activations & Community Engagement

• Conceptualize and deliver high-impact consumer engagement programs, including:
• Society activations
• Business owner and self-employed customer events
• Premium and affluent community initiatives
• Ensure all experiences are:
• Relevant to local customer segments
• Consistent with brand guidelines
• Designed with clear acquisition and engagement objectives
• Drive innovation through new formats, strategic partnerships, and engagement models.

4. Funnel Ownership & Business Impact

Own end-to-end performance of regional marketing initiatives across the customer funnel.

Track and optimize key business metrics, including:

• Leads generated
• Cost per Lead (CPL)
• Cost per Acquisition (CPA/CAC)
• Conversion from event to lead to customer

Partner with sales, branch, and product teams to improve:

• Lead quality
• Follow-up effectiveness
• Conversion outcomes

Identify and scale marketing formats that consistently deliver strong engagement and ROI.

5. Cross-Functional & Stakeholder Management

Collaborate closely with:

• Zonal and national marketing teams
• Product and segment teams
• Branch banking and sales leadership

Align regional execution with national campaigns while ensuring strong local relevance.

Manage external partners, including:

• Event and activation agencies
• Experience and engagement partners
• Fabricators, printers, and local vendors

Ensure adherence to brand governance, compliance requirements, and budget controls.

6. Insights, Reporting & Strategic Inputs

• Review campaign dashboards and business performance reports to track effectiveness.
• Develop insights on customer behavior, market trends, activation formats, and regional nuances.
• Leverage data and on-ground learning to:
• Refine marketing strategies
• Improve campaign efficiency
• Scale high-performing initiatives
• Provide strategic recommendations and planning inputs to the Zonal Marketing Head.

What We're Looking For:

Experience & Background

8–10 years of experience in:

• Regional marketing
• BTL / experiential marketing
• Consumer or financial services marketing

Proven experience in:

• Handling regional budgets
• Driving measurable acquisition outcomes

Prior exposure to BFSI, retail, or consumer-facing businesses preferred.

Skills & Competencies:

• Deep understanding of on-ground marketing and funnel metrics.
• Ability to balance creativity with commercial outcomes.
• Excellent stakeholder management and communication skills.

Strong working knowledge of:

• Excel (tracking, reporting, cost analysis)
• PowerPoint (reviews, performance decks, strategy updates)

Education:

Post-Graduate degree (MBA / PGDM) from a Tier-1 / Category A B-School (Marketing preferred).

Why This Role Matters:

• You will own one of the most critical and complex markets for the bank.
• You will shape how regional marketing drives acquisition, not just visibility.
• High visibility with regional and zonal leadership.