Executive-Field Marketing (Lucknow)

EXECUTIVE – FIELD MARKETING

Location: Lucknow

Company: Somany Ceramics Ltd.
Function: Marketing
Reporting To: Manager / Deputy Manager – Field Marketing / Marketing

1. Role Purpose

To execute and strengthen Somany Ceramics’ brand presence and consumer engagement in the market through effective field marketing, BTL activations, dealer/retailer engagement, influencer engagement, product promotions and market intelligence.

The role will work closely with the Marketing, Sales and Regional teams to ensure effective execution of marketing initiatives at the ground level, improve brand visibility and generate actionable market insights.

2. Key Responsibilities

Field Marketing & BTL Activation

• Execute field marketing and BTL activities across assigned markets in line with the annual marketing plan.

• Plan and coordinate local market activations, consumer engagement programs, exhibitions, events, product demonstrations and promotional activities.

• Ensure timely and high-quality execution of marketing campaigns at the market level.

• Coordinate with agencies, vendors, printers and other partners for execution of field marketing activities.

• Ensure all activities are executed within approved budgets and timelines.

Dealer & Retailer Marketing

• Conduct regular market visits to dealers, retailers and key trade outlets.

• Drive dealer/retailer engagement activities, product displays, branding initiatives and promotional programs.

• Ensure effective implementation of POSM, signage, displays, danglers, standees and other visibility materials.

• Conduct market audits to assess brand visibility, product availability and competitor activities.

• Identify opportunities to improve Somany’s visibility and consumer experience at retail touchpoints.

Influencer & Stakeholder Engagement

• Support engagement programs with architects, interior designers, contractors, masons, applicators and other relevant market influencers, as applicable to the assigned market.

• Coordinate product demonstrations, technical sessions, workshops and influencer meets.

• Support influencer engagement programs designed to increase product awareness, recommendation and adoption.

• Maintain an updated database of relevant market influencers and stakeholders.

Market Intelligence

• Conduct regular market visits and gather information on:

  • Competitor activities

  • New product launches

  • Pricing and promotional schemes

  • Retail visibility

  • Consumer preferences

  • Dealer/retailer feedback

  • Competitor branding and activations

• Share actionable market intelligence with the Marketing and Sales teams.

• Identify emerging market opportunities and gaps through field observations and stakeholder feedback.

Marketing & Sales Coordination

• Work closely with Regional Sales, Area Sales Managers and other field teams to ensure alignment between marketing and business objectives.

• Support new product launches and Go-to-Market initiatives at the market level.

• Ensure marketing campaigns and national initiatives are effectively translated into local market execution.

• Support lead generation and consumer engagement initiatives, with appropriate handover to the Sales team.

Reporting & Performance Tracking

• Maintain daily/weekly/monthly field activity reports.

• Track activity coverage, campaign execution, market visits, stakeholder engagement and visibility initiatives.

• Capture relevant field photographs and execution proof.

• Track budgets, vendor payments and activity-wise expenditure.

• Prepare regular competitor and market intelligence reports.

• Measure field marketing effectiveness against defined KPIs.

3. Role Specifications

• Job Title: Executive – Field Marketing

• Function: Marketing

• Location: Pan India / As per business requirement

• Reporting To: Manager / Deputy Manager – Field Marketing / Marketing

• Experience: 2–5 years

• Travel: Extensive travel within the assigned territory/region

4. Desired Candidate Profile

• Graduate in Marketing, Business Administration or a related discipline.

• MBA/PGDM in Marketing will be an added advantage.

• 2–5 years of experience in Field Marketing, BTL Marketing, Trade Marketing, Brand Activation, Retail Marketing, Channel Marketing or Sales Marketing.

• Experience in building materials, tiles, ceramics, sanitaryware, bathware, paints, adhesives, construction chemicals, consumer durables or allied industries preferred.

• Strong exposure to dealer/retailer engagement and on-ground marketing execution.

• Experience in managing marketing agencies, vendors and local activation partners.

• Good understanding of market visits, competitor tracking and field audits.

• Strong communication, coordination and stakeholder-management skills.

• Good working knowledge of MS Excel and PowerPoint.

• Comfortable with mobile-based reporting, photographs, digital reporting tools and basic data analysis.

• Willingness to travel extensively across the assigned territory.

5. Key Competencies

Technical Competencies

• Field marketing and BTL execution

• Retail visibility and POSM management

• Market audits and competitor tracking

• Event and activation management

• Basic marketing analytics and reporting

• MS Excel and PowerPoint

• Digital/mobile-based field reporting

Functional Competencies

• Dealer and retailer engagement

• Trade marketing

• Brand activation

• Influencer engagement

• Product launch execution

• Market intelligence

• Vendor and agency coordination

• Sales & Marketing coordination

Business Competencies

• Understanding of building-material/retail markets

• Commercial awareness

• Market and competitor understanding

• Ability to identify local business opportunities

• Budget and cost consciousness

Behavioural Competencies

• High ownership and execution orientation

• Strong communication and interpersonal skills

• Relationship building

• Proactive and energetic approach

• Problem-solving ability

• Attention to detail

• Adaptability and willingness to travel

• Team collaboration

6. Success Metrics

• Execution of planned field marketing and BTL activities within timelines and budgets.

• Number and quality of dealer/retailer/influencer engagement activities.

• Improvement in retail visibility and brand presence across assigned markets.

• Successful execution of product launches and marketing campaigns.

• Market coverage and quality of market intelligence submitted.

• Competitor activity tracking and actionable insights generated.

• Stakeholder engagement and participation in workshops/events/activations.

• Lead generation and quality of leads handed over to Sales, wherever applicable.

• Vendor/agency execution quality and adherence to brand guidelines.

• Timely submission and accuracy of field reports and activity documentation.

• Contribution to market penetration, product adoption and brand engagement in assigned markets.