Lead Field Marketing

Job Title: Lead – Field Marketing

Industry: Fertilizer and Micronutrients

Department: Branding

Reports To: General Manager – Marketing Strategy

Job Summary

The Field Marketing Lead drives regional market share by designing, executing, and monitoring high-impact on-ground promotional campaigns. This role bridges corporate brand strategy and field execution to accelerate the adoption of premium fertilizers, specialty crop nutrition products, and micronutrients. The lead manages a regional team of field promoters, designs localized activation plans, and builds strong relationships with key retail dealers and influential farming communities.

Core Responsibilities

1. Campaign Strategy & Activation

·       Design On-Ground Campaigns: Develop scalable, region-specific field marketing blueprints, including village-level meetings, crop seminars, and local festival activations.

·       Product Launch Execution: Lead the field launch mechanics for new specialty fertilizers and micronutrients, ensuring high visibility at the point of sale.

·       Demonstration Management: Oversee large-scale result-demonstration plots ("See-is-Believing" trials) to visually prove product efficacy to local growers.

·       Van & Roadshow Activations: Mobile van scheduling, audio-visual setups, and leafleting campaigns across target agricultural clusters.

2. Channel & Retail Marketing

·       Dealer Engagement Programs: Create and manage incentive-driven dealer display contests, retail shop branding, and local dealer-farmer meets.

·       Point-of-Sale (POS) Management: Deploy eye-catching POS materials (banners, danglers, posters, product mockups) across rural retail networks.

·       Co-Marketing Initiatives: Partner with top-tier distributors to run joint promotional events that clear inventory during peak sowing windows.

3. Team Leadership & Capability Building

·       Promoter Management: Recruit, train, and manage a high-performing team of field promoters, marketing officers, and seasonal activation staff.

·       Technical Training: Standardize technical scripts for the field team, ensuring simple, value-driven communication regarding complex micronutrient benefits.

·       Performance Tracking: Set clear daily/weekly Key Performance Indicators (KPIs) for field staff and monitor progress using field automation tools.

4. Market Intelligence & Data Analytics

·       Demand Forecasting Support: Gather real-time field insights regarding weather shifts, pest outbreaks, and cropping patterns to adjust promotional velocity.

·       Competitor Tracking: Monitor and report competitor pricing, discounting patterns, and innovative field campaigns.

·       ROI Measurement: Analyze the commercial impact of field spend, tracking customer acquisition costs and post-activation sales spikes.

Role & Profile Expectations

Daily Routine

·       60% Field Travel: Daily visits to villages, farms, and retail hubs.

·       40% Administration: Data entry, report writing, and inventory tracking of marketing materials.

Required Skills & Qualifications

·       Education: Post Graduation/ Graduation in Agriculture.

·       Experience: Minimum 7-8 years

·       Language: Fluency in the local regional language is mandatory (Marathi).

·       Travel: Must possess a valid driver's license and a two-wheeler for rural travel.

·       Communication: Ability to build quick rapport with rural communities and retailers.