Regional Market Manager - Chennai (FMCG) (Tier 1/2 colleges)

Job Title: Regional Marketing Manager Tamil Nadu

Location: Chennai, Tamil Nadu

Reports to: Head of Marketing

About Farmley:

Farmley is a premium, health-focused snack brand offering indulgent yet nutritious products like

Date Bites, Makhana Munchies, and more. We aim to transform snacking habits through quality,

taste, and well-crafted marketing strategies that resonate with health-conscious consumers.

Job Summary:

Farmley is looking for a highly skilled Regional Marketing Manager to oversee the marketing

activities in Tamil Nadu. The ideal candidate will drive strategic marketing initiatives, support

sales and customer satisfaction, and deliver engaging campaigns across multiple touchpoints,

including Above the Line (ATL) and Below the Line (BTL) channels. You will act as the

custodian of Farmley’s regional marketing efforts, ensuring strict adherence to brand guidelines,

while optimizing customer engagement and market performance.

Key Responsibilities:

• Regional Marketing Strategy & Execution: Lead and execute regional marketing

strategies aligned with Farmley's core brand values. This includes ensuring close

coordination with the sales & brand team to create impactful promotional campaigns

and initiatives.

• Promotional Calendar Development: Own and build the annual regional promotional

calendar, delivering targeted campaigns to drive customer engagement. This includes

planning campaigns for "in-search" and "intender" customer segments, in collaboration

with business, CRM, and public relations teams.

• ATL & BTL Campaign Management: Oversee both Above the Line (ATL) and Below

the Line (BTL) campaigns, ensuring timely and effective execution. Work closely with

internal teams and external agency partners to create campaigns that resonate with

local consumers and drive brand awareness.

• Brand Guidelines Adherence: Ensure all regional marketing efforts strictly follow

Farmley’s brand guidelines and quality standards. This includes leading regional event

associations, sponsorships, and product placements.

• Customer Engagement Strategy: Identify and collaborate with suitable BTL agency

partners and vendors to deliver engaging customer events, promotions, and activations

across targeted markets and touchpoints.

• Business Funnel Ownership: Take ownership of the regional marketing/business

funnel, tracking both product-level and state-level performance. Ensure alignment with

overall business objectives and monitor conversion rates to optimize regional sales and

growth.

• Market Research & Competitor Analysis: Serve as the resident expert on the

business landscape within Tamil Nadu. Gather insights and data on competitor activities,

including competitor spends, impact of new launches, and headroom opportunities for

Farmley’s product lines. Use this data to inform future marketing and business

strategies.

• Budget Management: Own the regional budget for marketing and promotions. Ensure

strict adherence to budgetary constraints and work with the finance team to phase

monthly advertising and promotional spends.

• Data Analysis & Reporting: Analyze monthly MIS data, tracking conversion funnels,

and providing regular reports on campaign performance and ROI. Use insights to adjust

strategies and tactics for improved results.

• Cross-Functional Collaboration: Work closely with internal teams (Sales, CRM,

Business Development, Rides) to support all marketing functions and ensure the

seamless execution of regional campaigns.

Qualifications & Experience:

• MBA from a Tier 1/2 college, specializing in Marketing.
• 2-3 years of experience in marketing communication, brand management, and

operations, with a strong focus on ATL/BTL campaigns.

• Proven experience in customer insights, market research, and using data to drive

decision-making.

• Strong understanding of regional market dynamics, especially in Tamil Nadu.
• Fluency in Tamil (both written and spoken) is a must to effectively communicate with

local consumers and stakeholders.

How to Apply:

Interested candidates are invited to submit their resume and cover letter to

neeraj.r@farmley.com.