Product Marketing Officer at Twyford Tile

ROLE PURPOSE

• The Product Marketing Officer (PMO) is responsible for coordinating MICASSO's new product introduction process and showroom excellence programme across the distributor network.
• The role ensures that every new product moves smoothly from development → launch preparation → distributor rollout → display → market feedback, while ensuring MICASSO showrooms consistently meet required brand, merchandising and customer experience standards.
• The PMO acts as the coordination and control point between Marketing, Sales, Factory, Product, Design and distributors—tracking deadlines, identifying gaps and ensuring agreed actions are completed.

SIMPLE OWNERSHIP

• NEW PRODUCT → PREPARE → LAUNCH → DISPLAY → CHECK → RECTIFY → TRACK

KEY RESPONSIBILITIES

NEW PRODUCT INTRODUCTION & COORDINATION

• Coordinate the end-to-end New Product Introduction (NPI) process from product development through market launch.
• Maintain a master New Product Launch Tracker covering all upcoming and recently launched MICASSO products.
• Coordinate with Factory, Product, Sales, Marketing, Design, Procurement and other relevant teams.
• Track product information including specifications, product codes, pricing, packaging, samples, marketing requirements and launch dates.
• Follow up on outstanding actions and escalate delays that may affect launch timelines.
• Ensure Sales and distributors receive the correct product information before launch.
• Maintain accurate product launch documentation.

Expected process:

• Product Development → Product Information → Marketing Preparation → Sales Preparation → Distributor Readiness → Launch → Display → Market Feedback

LAUNCH READINESS & TERMINAL CHECKS

• Own and coordinate the Terminal Check process for MICASSO new products.
• Maintain standardized Terminal Check and Launch Readiness checklists.
• Confirm that all launch requirements are ready before market rollout.
• Verify:
• Product specifications
• Product quality
• Product codes
• Packaging
• Pricing
• Product samples
• Product stickers
• POSM
• Display requirements
• Marketing communication
• Sales information
• Identify gaps and assign corrective actions before launch.
• Coordinate final launch-readiness confirmation with relevant departments.
• Prepare Terminal Check Reports and maintain supporting evidence.

NEW PRODUCT MARKET ROLLOUT

• Coordinate with Sales to ensure new products are introduced to the required distributor network.
• Track product dispatch and distributor receipt.
• Ensure distributors receive relevant launch information and marketing support.
• Track product display implementation after dispatch.
• Collect photographic evidence of displays and launch execution.
• Follow up on distributors where product display or launch execution is incomplete.
• Maintain a clear rollout tracker by product, distributor, region and status.

SHOWROOM EXCELLENCE & COMPLIANCE

• Coordinate MICASSO's distributor showroom checking programme.
• Conduct scheduled and random showroom inspections.
• Assess showrooms against approved MICASSO standards covering:
• Product displays
• Branding
• Merchandising
• Price tags
• Product information
• POSM
• Display racks
• Sample houses
• Cleanliness and presentation
• Customer-facing communication
• Collect photographic evidence during inspections.
• Prepare clear showroom inspection reports highlighting gaps and required actions.
• Assign and follow up rectification actions with Sales and distributors.
• Maintain a showroom compliance tracker.
• Escalate recurring or unresolved compliance issues.

Showroom Excellence Process:

• CHECK → IDENTIFY GAP → ASSIGN ACTION → RECTIFY → VERIFY → CLOSE

DISPLAY & MERCHANDISING COORDINATION

• Ensure new and priority MICASSO products receive appropriate showroom visibility.
• Coordinate product display requirements with Sales and distributors.
• Check correct use of display racks, product samples, stickers and supporting POSM.
• Identify outdated, damaged, incorrect or poorly positioned materials.
• Recommend improvements to showroom merchandising and product presentation.
• Support implementation of new showroom display standards and guidelines.

NEW PRODUCT MARKETING SUPPORT

• Coordinate the marketing requirements needed for successful new product introductions.
• Prepare launch briefs containing product information, target market, key selling points and required communication materials.
• Coordinate with designers and relevant marketing teams to ensure required launch assets are prepared.
• Ensure product communication is accurate and consistent across distributor touchpoints.
• Support Sales with product information required for dealer communication and customer engagement.

FIELD & MARKET INTELLIGENCE

• Collect structured feedback from distributors, Sales teams and showroom visits.
• Monitor customer and distributor reactions to newly launched products.
• Identify recurring product questions, objections or market concerns.
• Monitor competitor product introductions, displays and showroom execution.
• Report relevant competitor pricing, positioning, promotions and merchandising observations.
• Provide actionable field insights to Marketing and Product teams.

CROSS-FUNCTIONAL COORDINATION

Work closely with:

• Marketing – launch communication and brand requirements
• Sales – distributor rollout, displays and rectification
• Factory/Product – product specifications and readiness
• Design – product communication and display requirements
• Distributors – implementation and compliance
• Management – progress, risks and corrective actions
• The PMO is responsible for ensuring that agreed actions do not stop at meetings or instructions—they are followed through to completion.

REPORTING & TRACKING

Prepare concise weekly and monthly reporting covering:

• New Product Launch Tracker
• Product launch readiness
• Terminal Check status
• Distributor rollout status
• New product display status
• Showroom checking progress
• Showroom compliance scores
• Outstanding rectifications
• Field observations
• Competitor observations
• Key risks requiring management attention

Reports should clearly communicate:

Requirement → Current Status → Gap → Responsible Person → Deadline → Evidence → Closure

QUALIFICATIONS & EXPERIENCE

Education

• Bachelor's Degree or Diploma in Marketing, Business Administration, Project Management, Retail Management, Communications or related field.
• Additional training in Project Management, Retail Merchandising or Product Marketing is an advantage.

Experience

• 2–4 years' relevant experience in Product Marketing, Project Coordination, Trade Marketing, Retail Marketing, Showroom Operations, Merchandising or similar roles.
• Experience coordinating new product launches or NPI projects is highly desirable.
• Experience conducting retail/showroom inspections or audits is an advantage.
• Experience working with distributors or dealer networks is preferred.
• Experience coordinating multiple departments and stakeholders.
• Building materials, tiles, interiors, FMCG, consumer durables or other distributor-led industry experience is an advantage.

REQUIRED SKILLS & COMPETENCIES

Project Coordination

• Can manage multiple products, timelines, stakeholders and deadlines simultaneously.

Strong Follow-Through

• Does not stop at giving instructions; follows actions until completion.

Attention to Detail

• Can identify incorrect products, codes, prices, POSM, branding or displays before they become market problems.

Organisation

• Maintains accurate trackers, reports, documentation and photographic evidence.

Problem Solving

• Identifies gaps early and proposes practical solutions.

Communication

• Can coordinate confidently with Sales, distributors, Factory and internal departments.

Analytical Thinking

• Can identify patterns from showroom inspections, product performance and field feedback.

Commercial Awareness

• Understands that product launches and showroom standards should ultimately support product sell-through.

Field Orientation

• Comfortable travelling regularly to distributor outlets and conducting physical showroom inspections.

Accountability

• Takes ownership of assigned projects and does not require constant follow-up from the Marketing Manager.

KEY PERFORMANCE INDICATORS – KPIs

The PMO should be measured against:

• % of new products launched on schedule
• % of launches completing Terminal Check before rollout
• Product launch readiness completion rate
• % of targeted distributors receiving new products
• % of targeted distributors displaying new products correctly
• New product display completion turnaround time
• Number/% of showrooms inspected against plan
• Showroom compliance score
• Rectification closure rate
• Average time to close showroom rectifications
• Accuracy and timeliness of reporting
• Quality of launch documentation
• Quality and usefulness of field/market intelligence