Senior Manager - Accessories Marketing (Passenger Vehicles)

Purpose of the position

To develop and execute integrated marketing strategies that drive awareness, consideration, and sales of Genuine Accessories across Tata Motors Passenger Vehicles.

The role is responsible for positioning accessories as an integral part of the vehicle ownership journey through impactful campaigns, digital commerce initiatives, and dealer-led activations, while collaborating with cross-functional teams to deliver measurable business growth and enhance customer engagement.

The incumbent will work closely with Digital Marketing, CRM, Dealer Marketing, Product Planning, Sales, the Accessories Business team, Creative/Media agencies and Zonal teams to conceptualise and execute campaigns that increase accessory purchase, drive digital commerce, and enable dealership-led retail activation.

Personal Profile

Education :

• B.E/B.tech or MBA / PGDM in Marketing (Full Time)

Experience

• 6-8 years of experience in Marketing Communications, Consumer Marketing, Brand Marketing or Product Marketing.
• Prior experience in an Automotive OEM is strongly preferred.
• Experience in accessories marketing, aftersales marketing, automotive retail marketing or allied businesses is an added advantage.
• Demonstrated track record of planning and executing integrated marketing campaigns with measurable business outcomes.
• Knowledge of industry trends, best practices and emerging technologies in accessories marketing.

Key Responsibilities

1.Accessories Marketing Strategy & Cross-Functional Collaboration:

• Develop and own the annual accessories marketing roadmap, aligned to business objectives and sales targets.
• Position accessories as products that enhance functionality, safety, personalization and ownership pride not merely as add-ons.
• Work closely with the Accessories Business team, Digital Marketing, CRM, Product Planning, Sales, Dealer/Zonal Marketing, Technology, Supply Chain, Procurement, Finance, and external creative/production partners to ensure timely, aligned execution.

2.Customer Journey & Lifecycle Marketing for Accessories:

• Design communication for each stage of the customer lifecycle: research/consideration, booking, purchase, delivery, first service, ownership milestones, seasonal needs, upgrades and long-term engagement.
• Recommend relevant accessory bundles and campaigns based on customer needs and ownership stage.
• Partner with CRM to build lifecycle campaigns across digital and owned channels.

3.Marketing Communication, Creative Development, Content, Influencer Marketing & Integrated Campaign Planning:

• Own end-to-end planning and execution of integrated campaigns for Genuine Accessories, including seasonal (festive, summer, monsoon, winter), occasion-led (road trips, holiday travel, family travel, adventure) and launch-led calendars that drive awareness, consideration, enquiries, dealership walk-ins, online sales and in-ownership adoption of accessories.
• Build campaigns that create anticipation, sustain engagement, and deliver measurable business outcomes.
• Lead development of integrated communication across online and offline formats campaign concepts, brochures, catalogues, videos, lifestyle photography, digital creatives, POSM, email/WhatsApp communication and dealer kits.
• Translate product features into customer-centric stories, ensuring alignment with overall brand identity.
• Work with Creative, Social Media and Influencer teams to develop product films, installation videos, lifestyle shoots, social content, UGC and influencer collaborations.
• Ensure content stays relevant, contemporary and customer-focused.

4.Digital Commerce & Customer Experience:

• Assist the Digital Marketing and Technology teams to strengthen the Accessories Online Store, the Tata Motors iRA app, website and other CRM/mobile channels.
• Liaise with stakeholders to ensure product visibility, smooth customer journeys, campaign landing pages, online merchandising and order-fulfilment readiness.
• Continuously improve online traffic, engagement, conversion and sales performance.

5.Process, Budget, Agency Management, Performance Tracking & Reporting:

• Support annual budget planning for accessories marketing and monitor spend for efficient utilisation.
• Coordinate with Finance, Procurement and agencies for timely planning, commercial closure and execution, maintaining governance around timelines, approvals and deliverables.
• Manage agencies to develop and implement high-quality events.
• Track campaign and business performance against KPIs (see Measures), and publish regular dashboards and post-campaign analyses.
• Convert insights into clear, solution-oriented recommendations for leadership.

6.Dealer Marketing Enablement, BTL & Retail Activation:

• Liaise with Central Dealer Marketing, Zonal Marketing and Dealer Marketing Managers to drive accessory promotion across the retail network by sharing relevant creatives.
• Ensure campaign toolkits, retail activation kits, POSM, display standards and communication guidelines are in place so centrally built campaigns are easily deployable while staying brand-consistent.
• Support planning and execution of dealership-led and market-level activations mall activations, dealer events, product showcases, display zones, test-drive and launch events.
• Provide execution frameworks and marketing