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Lead Marketing Activation




Lead Marketing Activation

Reporting to:

Head- Marketing (India+).

Grade :

Team Manager



Role context and purpose

  • As the Lead - Marketing Activation for India+, you will be part of the markets team within the Global Commercial Organization. You will be responsible for developing and executing the micro-marketing strategy for the region/ market with an objective of achieving the revenue and profitability targets and driving brand led growth. You will plan and drive the execution of direct marketing interventions for increasing the reach, & drive funnel conversions to strengthen brand & business in the region.

Key Responsibilities

  • You will develop the annual marketing plan for your region/ market/ country while keeping in view the target customer segments [existing and prospects], marketing budget and overall business plan.
  • You will design marketing programs & campaigns across ATL/BTL & direct channels while keeping in view the demographics, preferences, purchasing behaviour, styles etc. of the target customer segments and leverage analytics/ CRM to drive call-to-action.
  • You will define the media plan and channel strategy for all campaigns and obtain necessary inputs and sign-offs from various stakeholders in order to launch/run the campaigns.
  • You will launch targeted marketing programs as per the calendar and ensure smooth execution in order to expand the reach, increase the funnel size, increase conversion and maximise the revenue per customer.
  • You will create the briefs for various marketing initiatives/ campaigns and work with different teams internally and externally (agencies) to develop impactful content.
  • You will work with dealers for planning dealer led events and press launches and ensure adherence to brand guidelines.
  • You will provide inputs basis internal & research data, to the business head and head marketing for defining the size of opportunity based on analysis of target customer data and CRM and maximizing the conversion across the funnel through targeted marketing initiatives You will establish a process for tracking and monitoring campaign milestones in order to provide pre and post campaign reporting analysis and recommend next steps.
  • You will support new product launches and new business initiatives, wherever required, by designing and executing campaigns and marketing events.

Network and stakeholders

  • How do we measure success

Scope and Impact

  • As Lead-Marketing, you will work with teams within and outside the organization to deliver efficiently and effectively on campaigns and plans.
  • You will closely liaison with the business heads and head marketing to chart marketing plans for delivering growth and business targets

What are we looking for?

  • Total Experience of 8-15 years in brand and marketing. Proven relevant experience of 5-7 years in developing and implementing segmentation strategy and micromarketing/ direct marketing programs for a brand in an organisation which is largely built through word-of-mouth advocacy and influencer engagement.
  • You have experience and understanding of the marketing including product positioning, pricing, promotions, market research, sales and distribution.
  • You have a deep understanding of our target audiences and the working knowledge of brand/ sub-brand marketing specific marketing.
  • You have strong bias for execution with the ability to prioritize, multi-task, and manage OTIF marketing plans even in high pressure situations.
  • You have strong problem solving skills and have the ability to work independently on programs and initiatives even in circumstances that allow for ambiguity.
  • You have experience working with agency/ partners, exhibiting the ability to generate maximum return through effective marketing plans and direction
  • Having an understanding of digital marketing will be an added advantage.

About Royal Enfield?

  • The oldest motorcycle company in continuous production, Royal Enfield made its first motorcycle in 1901. A division of Eicher Motors Limited, Royal Enfield has created the mid-size motorcycle segment in India with its unique and distinctive modern classic bikes. With its new manufacturing base in Chennai, India, Royal Enfield is able to grow its production rapidly against a surge in demand for its motorcycles. With 50% growth every year for the last 3 years, Royal Enfield is fast becoming a very important player in the global mid-size motorcycle market and is working towards re-inventing this space with motorcycles that are evocative and engaging and great fun to ride.
  • Royal Enfield’s product line‐up includes the Bullet, Classic and Thunderbird models in both 350 and 500cc displacements; and the recently introduced Continental GT 535cc café racer. Royal Enfield operates through 11 company-operated stores and 250 dealers in all major cities and towns in India, and exports to over 40 countries across the world including the USA, Japan, UK, several European and Latin American countries, as well as the Middle East and South Asia.
  • Royal Enfield also organises and supports many motorcycling events and rides , more prominently the Rider Mania – an annual gathering of Royal Enfield riders from all over India to the lovely beaches of Goa, and the Himalayan Odyssey, the most arduous motorcycle ride over some of the toughest roads and highest mountain passes in the Himalayas. Royal Enfield also conducts the popular ‘One Ride’ where people around the world ride out on their motorcycles on the first Sunday of April.
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