Head of Marketing at Safal Group

Key responsibilities:

Strategic Leadership & Marketing Excellence

• Lead the development of the company’s marketing strategy in line with the overall business objectives and market opportunities.
• Deliver measurable results by creating and executing annual marketing plans, commercial programs, brand initiatives, and customer value propositions.
• Use market insight, competitive intelligence, customer segmentation, and data analytics to guide strategic choices.
• Champion the adoption of emerging technologies (AI, automation, predictive analytics) to drive efficiency, targeting accuracy, and marketing ROI.

Product Portfolio Leadership

• Lead the development, management, and implementation of the company’s product portfolio strategy.
• Ensure portfolio decisions are based on deep customer insights, lifecycle analysis, competitive benchmarks, and profitability assessments.
• Develop brand plans for new and existing products and guide cross-functional alignment on product innovation, upgrades, discontinuations, and launches.
• Ensure go‑to‑market plans for all products are robust, customer-centred, and commercially impactful.

Media Investment Management

• Lead development of annual and long‑term media strategies aligned with Business objectives and guide portfolio‑level media planning across all brands.
• Monitor media trends, consumer behaviour, and competitive activity.
• Manage Advertising/media agency relationship, including performance and remuneration and ensure excellence in media planning, buying and reporting.
• Lead campaign measurement: brand lift, sales lift, digital performance, and Marketing Mix Modelling.

Trade Marketing & Channel Development

• Drive the design and implementation of trade marketing strategies to enhance product visibility, availability, and market penetration.
• Enhance performance monitoring for trade marketing initiatives to ensure that they deliver measurable commercial impact.
• Drive the Retail Showrooms expansion and roll-out across various locations in line with the business strategy.
• Drive marketing activity across owned and third-party showrooms in partnership with the Distribution and Retail team

Partner Engagement and Development

     Influencers

• Oversee artisan training platforms, loyalty programs, and capability-building initiatives for installers, masons, applicators, and related trades.
• Strengthen loyalty, advocacy, and skill development among artisan communities.
• Ensure influencer programs support brand reputation and product quality at the point of application.

     Professionals

• Direct professional engagement programs targeting architects, engineers, QSs, and contractors.
• Lead implementation of CPD programs, technical seminars, and professional partnerships.
• Position the company as the preferred technical advisor in the Building Solutions industry.

Digital & Technology‑Enabled Marketing

• Oversee all digital marketing activities, including performance marketing, SEO/GEO/SEM, social media, CRM, and content management.
• Ensure digital channels deliver measurable customer engagement and conversion.
• Champion AI‑based marketing solutions for segmentation, content generation, experimentation, and campaign optimization.

Industry Events & Exhibitions

• Lead the planning, prioritization, and execution of the company’s participation in key industry events, exhibitions, trade fairs, and conferences.
• Ensure events are strategically selected and aligned with brand objectives and commercial priorities.
• Oversee event concepts, booth design, content development, and cross-functional coordination to maximize visibility, leads, and ROI.

Talent Development & Organizational Leadership

• Build and lead a high-performing marketing team with strong capabilities across brand, digital, trade, and technical engagement.
• Establish a robust succession pipeline for critical roles.
• Drive a culture of innovation, collaboration, accountability, and continuous improvement.

Cross-functional Collaboration & Brand Alignment

• Collaborate closely with Corporate Affairs and Safal MRM Foundation teams to ensure synchronized brand-building and social impact programs.
• Maintain consistency in brand messaging, communication, and customer experience across all touchpoints.
• Provide strategic support and tools to subsidiaries to ensure alignment and effectiveness of marketing activities.

Market Research, Insights & Customer Feedback (incl. NPS)

• Lead the management of industry research, competitive intelligence, market mapping, and customer insights programs.
• Oversee the design, execution, and analysis of customer feedback mechanisms, including Net Promoter Score (NPS), satisfaction surveys, and product performance evaluations.
• Ensure insights are translated into actionable strategies for product improvements, customer experience enhancements, and commercial opportunities.

Budgeting, Reporting & Performance Management

• Lead the development and management of the annual marketing budget, ensuring prudent allocation to strategic priorities.
• Provide monthly marketing performance reports to the CEO, including ROI tracking, key insights, successes, and corrective actions where needed.
• Prepare and deliver other periodic reports and strategic updates to the Board and the Group Management Team.
• Ensure strong governance, financial discipline, and measurable KPI tracking across all marketing activities.

Group Alignment & Governance

• Ensure full adherence to Group Marketing guidelines, brand standards, and reporting expectations.
• Represent the company in Group Marketing forums and adopt best practices.
• Support subsidiaries and regional markets with guidance, templates, and shared frameworks.

Requirements

Qualifications required:

• Degree in Marketing, Business, Engineering, Architecture, or related field.
• Master’s degree (MBA or equivalent) preferred.
• Relevant professional certifications (CIM - Post-Graduate Level) would be an added advantage.

Experience required:

• 10+ years of progressive marketing leadership in Building Materials, Construction, FMCG, B2B, or related sectors.
• Proven experience in product portfolio management and go‑to‑market execution.
• Demonstrated success in market insights, industry research, customer analytics, and NPS management.
• Strong background in digital marketing, marketing technology, and AI-driven solutions.
• Experience managing substantial budgets and reporting at executive and Board levels. Track record of building and leading high-performing teams

Leadership and Behavioural Competencies:

• Strategic thinking & business acumen.
• Strong commercial orientation.
• Excellent stakeholder management and communication.
• Innovation-driven mindset with strong digital fluency.
• High collaboration and cross-functional leadership.Strong analytical, reporting, and execution discipline.

Personal Attributes:

• Results-oriented, customer-centric, and commercially savvy.
• High integrity, humility, and resilience.
• Agile thinker with a strong appetite for innovation and technology.
• Passion for product excellence, data-driven marketing, and organizational development.