Senior Manager/DCM-Digital Marketing | Building Material | Mumbai

Role & responsibilities

A. Digital Strategy & Planning

• Develop and execute the annual digital marketing strategy aligned with overall business and brand objectives.
• Translate brand and business priorities into integrated digital campaigns.
• Develop channel-wise strategies for Awareness Engagement Consideration Conversion Advocacy.
• Identify emerging digital platforms, formats, technologies and consumer behaviours relevant to the category.
• Build digital marketing plans for new product launches, campaigns and market initiatives.
• Work closely with Sales, Product, Brand, PR to ensure digital initiatives support business priorities.

B. SEO & AEO

• Own the organisation's SEO strategy and organic search growth.
• Develop a robust keyword strategy covering branded, category, product, application and problem/solution-oriented searches.
• Drive growth in non-branded organic search visibility.
• Improve rankings for strategically important keywords and increase Page 1 presence.
• Develop content strategies around high-intent search queries.
• Lead Answer Engine Optimisation (AEO) to improve brand visibility across AI-powered search and answer platforms.
• Monitor technical SEO, on-page optimisation, backlinks, structured data and search performance.
• Work with content and technology teams to improve website discoverability and search experience.

C. Social Media & Community Building

• Own the social media strategy across relevant platforms including LinkedIn, Instagram, Facebook, YouTube and other emerging platforms.
• Drive growth in quality reach, engagement and relevant audience communities, rather than focusing only on follower numbers.
• Develop platform-specific content strategies.
• Develop online engagement programmes for architects, contractors, applicators, builders, dealers and other relevant stakeholders.
• Track social listening, audience sentiment, category conversations and competitor activity.
• Identify opportunities for influencer, creator and expert-led content.

D. Performance Marketing

• Plan, execute and optimise paid digital campaigns across relevant platforms.
• Manage campaigns across Google, Meta, LinkedIn, YouTube and other relevant media platforms.
• Develop campaign strategies based on different objectives such as:
• Brand awareness
• Product awareness
• Website traffic
• Content consumption
• Enquiries
• Remarketing
• Dealer/contractor engagement
• Own media efficiency metrics including CPC, CPM, CTR, CPV, CPL, conversion rate and ROAS, wherever applicable.
• Continuously optimise campaigns based on audience, creative, placement, geography and conversion performance.
• Ensure effective utilisation of the digital media budget.

E. Website & Digital Experience

• Own the digital marketing perspective of the corporate/product websites.
• Work with internal and external teams to improve:
• UX/UI
• Product discovery
• Content architecture
• Landing pages
• Conversion journeys
• Mobile experience
• SEO performance
• Develop dedicated digital landing pages for products and campaigns.
• Use analytics and behavioural insights to identify opportunities for improving the digital customer journey.

F. Analytics, Measurement & ROI

• Establish a robust digital marketing measurement framework.
• Develop monthly dashboards
• Analyse campaign and channel performance and translate data into actionable insights.
• Track digital marketing ROI and cost efficiency.
• Establish benchmarks and continuously improve performance against them.

G. Digital Brand Building

• Strengthen digital brand salience and differentiation.
• Ensure consistency of brand positioning across all digital touchpoints.
• Develop digital campaigns that build trust, credibility, innovation and category leadership.
• Identify clutter-breaking opportunities in the construction and building materials category.
• Monitor competitors' digital strategies and identify whitespace opportunities.
• Build digital assets that strengthen the brand's long-term equity rather than relying only on short-term campaigns.

H. Product Launches & Integrated Campaigns

• Lead the digital component of new product launches.
• Develop launch journeys covering:
  Tease Awareness Education Trial/Consideration Advocacy.
• Create digital toolkits for Sales and Channel teams.
• Support product launches through targeted digital campaigns, content, influencer engagement and search marketing.
• Integrate digital campaigns with ATL, BTL, PR, trade marketing and activation programmes.

I. Technology & Emerging Digital Platforms

• Keep abreast of developments in:
• AI-powered search
• Generative AI
• AEO
• Marketing automation
• Personalisation
• Social commerce
• Identify practical applications of AI and automation to improve content creation, campaign optimisation, customer engagement and marketing productivity.
• Experiment with new digital formats and platforms where relevant to the target audience.