Regional Manager - Marketing

1. POSITION DESCRIPTION

JOB TITLE

Regional Marketing Head

GRADE

VP-I

DEPARTMENT

Marketing

LOCATION

RO

SUB-DEPARTMENT

TYPE OF POSITION

Full-time

REPORTS TO

Chief Marketing Officer

REPORTING INTO

Manager-Brand and Product Marketing

Specialist – Brand and Product Marketing

1. ROLE PURPOSE & OBJECTIVE

• The Regional Marketing Head is responsible for leading Brand, Marketing and communications strategy across the region to deliver measurable impact on business growth, customer acquisition, engagement and retention. The role ensures alignment of corporate marketing strategy with regional cultural, linguistic, and market nuances, acting as a strategic partner to business leadership.
• Spearhead marketing Campaigns, public relations and communications at a regional level to improve the Ujjivan brand and customer base and thereby support business growth.
• Serve as link between the corporate marketing team and the branches by executing the Bank’s strategies at a regional level.
• The position carries end-to-end accountability for marketing ROI, regional brand equity, customer experience and innovation in digital & grassroots marketing initiatives, while also developing future-ready marketing talent and vendor ecosystems.

1. SIZE OF THE ROLE

FINANCIAL SIZE

NON-FINANCIAL SIZE

• Manages the portfolio size of approx. ₹ 15,000 Cr. to ₹25,000Cr.

• Manages Marketing Spend of Rs ₹5 C cr to Rs ₹ 15Cr

• Number of vendors/ agencies: 15-20
• Number of portfolio products: All UJJIVAN SFB products, CSR initiatives, HR initiatives, Regional & REC initiatives
• Spearheading the Team of Marketing Managers

1. KEY DUTIES & RESPONSIBILITIES OF THE ROLE

1. Business / Financials

• Lead the end-to-end regional marketing strategy, ensuring alignment with corporate brand vision while customizing to local customer behaviors and cultural insights.

• Drive marketing-led business KPIs: CASA growth, liability mobilization, loan disbursement support, and cross-sell of financial products.

• Own the marketing budget P&L for the region with clear ROI measurement frameworks.

• Establish data-driven marketing practices: campaign dashboards, predictive analytics, and AI-based targeting for customer acquisition & retention.

• Build and execute multi-channel campaigns across ATL, BTL, digital, and community-led initiatives, ensuring scalability and efficiency.

2. Customer

• Champion customer-first marketing frameworks: drive NPS, customer satisfaction, and service quality in collaboration with sales & distribution.

• Drive innovative industry / Ujjivan first initiatives

• Design and implement hyperlocal campaigns using micro-market insights, local influencers, and grassroots activations.

• Spearhead digital adoption campaigns (mobile banking, WhatsApp banking, UPI, app usage) to enhance engagement and reduce cost-to-serve.

• Lead financial literacy and inclusion initiatives, deepening community trust and long-term customer relationships.

• Stakeholder Management of RLT/NLT/CFO/CMO/Brand/PF/Digital/Legal/Compliance/Procurement/Account/ Departmental Heads

3. Internal Process

• Ensure strict adherence to brand governance across all touchpoints: branches, ATMs, staff communications, PR and media visibility.

• Institutionalize quarterly marketing effectiveness reviews with structured ROI and business linkage metrics.

• Strengthen cross-functional alignment with regional business heads, product, IT, analytics, and operations for joint accountability on growth.

• Ensure regulatory compliance in all communication and marketing practices.

• Vendor Management
• Audit and Compliance
• Cost saving

4. Learning & Innovation

• Establish Regional Innovation Labs for piloting new campaigns (AI-driven campaigns, voice-led vernacular marketing, community WhatsApp campaigns, fintech partnerships).

• Build capability development programs for the regional marketing team with certifications in digital, data, and leadership.

• Drive adoption of emerging marketing technologies (martech platforms, automation tools, AI-driven insights).

• Foster a culture of experimentation and agility in marketing to stay ahead of competition and customer expectations.

• Ensure adherence to training man-days/ mandatory training programs for self and reportees.

• Ensure goal-setting, midyear -review and annual appraisal process happens within specified timelines for self and reportees

1. MINIMUM REQUIREMENTS OF KNOWLEDGE & SKILLS

Educational

Qualifications

• Graduate in Business Administration, Communications, etc. MBA or Post Graduate in Marketing is preferred.

Experience

• 12–18 years in marketing, brand, and campaign management, with at least 7–8 years in leadership roles.
• Proven track record of marketing in banking/financial services (mandatory).
• Strong experience in digital, data-driven marketing & customer analytics.

Certifications

• Digital Marketing / Analytics / Martech certifications preferred

Functional Skills

• Deep understanding of banking sector & customer behavior in semi urban/rural India.
• Expertise in customer segmentation, pricing, sales support & product positioning.
• Proficiency in marketing analytics, ROI frameworks, and data visualization tools.
• Experience in building high-performance marketing teams and managing large vendor/ Agency ecosystems.

Behavioral Skills

• Strategic Thinking & Leadership Presence
• Strong Analytical & Problem-Solving Skills
• Executive-level Communication & Presentation
• Stakeholder Influence & Collaboration
• Project & Change Management

• Innovation, Brand & Marketing Acumen

Competencies Required

• Business Acumen
• Driving Execution with Accountability
• Relationship Building & Influence
• Innovation & Agility
• Customer-Centricity

1. KEY INTERACTIONS

INTERNAL

EXTERNAL

Digital Marketing

External Vendors – Ad agencies, content creators

Corporate Communications, PR, BTL & Events

Media – print, TV and Digital

Brand Management

Customers

Analytics & Lifecycle Management

Market Research & Consumer Insights

Vertical Heads

Head – Legal & Compliance

Head – IT

Various Function Heads/ RLT/NLT

PREPARED BY: Nirmita Vaishnav , Akula Vinay Kumar, Raj Kiran and Pankaj Thareja

DATE: 21st August 2025

REVIEWED BY: Lakshman Velayutham

DATE: 25th August 2025

LAST UPDATED BY: TM Team

DATE:

This is Internal document.