Senior Manager

Job Description Senior Manager Catchment Marketing
Senior Manager
Job Details
Role Name

Catchment Marketing
Department
Reporting to
Marketing
Designation
Location
Senior Manager
Mumbai Zonal Office
General Manager
Catchment Marketing
About Croma
Croma, part of the Tata Group, is Indias leading electronics retail chain with 540+ stores in 200+
cities. Offering 20,000+ products from 500+ brands, Croma provides a seamless omnichannel
shopping experience. With its Own Label range, ZipCare services, and Express Delivery, Croma
ensures quality, convenience, and expert guidance for wide range of digital and home electronic
needs.
Job Purpose
The Senior Manager Catchment Strategy is responsible for developing the localized marketing
strategy across Croma's catchments to drive footfalls, enhance store visibility, and align with
business objectives. This role guides regional marketing planning, ensures campaign adaptability to
local nuances, and supports strategic marketing execution at the store level.
Primary Responsibilities
1. Catchment Planning and Strategy Development

Create annual and quarterly marketing plans for catchments based on store performance,
seasonal trends, and market intelligence.

Identify local customer segments and tailor campaign messaging and formats to suit
regional preferences.

Integrate store expansion plans and performance priorities into marketing calendars.
Collaborate with brand and business teams to ensure store-specific execution of national
and regional campaigns.
2. Campaign Calendar Management

Build and manage the master catchment calendar in coordination with zonal and regional
teams.
Plan campaign rollout across cities and towns ensuring alignment with festivals, events,
and store-level opportunities.
Customize central campaigns for local implementation through BTL channels (radio,
outdoor, events).
Track adherence to rollout timelines and collate implementation status from regional
teams.


3. Data-Driven Targeting and ROI Analysis

Use store footfall, sales, and regional insights to prioritize marketing interventions and
resource allocation.

Work with the business analytics team to measure effectiveness of catchment campaigns.
Analyze performance by geography, format, and store to refine campaign formats and
focus areas.

Prepare post-campaign reports for regional initiatives with learnings and
recommendations.
4. Budget Planning and Vendor Coordination

Allocate budgets across catchments based on store revenue contribution and campaign
requirements.

Track spending vs. budget utilization for each campaign and catchment.
Evaluate and recommend vendors for localized execution in coordination with zonal
marketing leads.

Monitor cost efficiencies across print, outdoor, radio, and ground activation channels.
5. Cross-functional and Team Collaboration

Act as the strategic anchor for regional marketing teams, guiding planning and execution
discipline.
Collaborate with brand marketing, visual merchandising, and store ops for campaign
integration.
Work closely with the creative support team for adaptation of campaign assets in
vernacular formats.
Support knowledge sharing and playbook development for campaign replicability.
External Interfaces
Internal Interfaces
Catchment Strategy Team and Other Marketing
Verticals
Local Vendors & Activation Partners
Radio, Print and Outdoor Media Partners
Store Sales Team
Merchandising Team
Job Specifications
Desired Qualification

MBA in Marketing from a reputed institute
6 to 8 years of experience in regional/catchment marketing, retail
activations, or brand localization with exposure to performance
analysis and cross-functional execution
Desired Experience