JOB DESCRIPTION & R&R
MARKETING EXECUTIVE (LEAD GENERATION & MARKET INTELLIGENCE)
Department: Marketing
Position: Marketing Executive
Reporting To: Sales Head
Functional Coordination: MIS
Location: Field (Market) & Office – RS Roasted Gram Mills, Kumbakonam
1. JOB PURPOSE
The Marketing Executive is responsible for identifying, qualifying, and handing over high-quality business leads, collecting market and competitor intelligence, and expanding company presence into new areas, segments, and customer categories.
This role ENDS at qualified lead handover.
❌ No sales
❌ No pricing
❌ No credit discussion
❌ No collections
The Marketing Executive is accountable for lead quality and market data, not revenue.
2. WORKING HOURS & DISCIPLINE
Field Time: From 10:00 AM (Monday to Saturday)
Office Review: Till completion of end-of-day review (approx. 7:30 PM)
Additional hours: As required for travel and market coverage
Daily Discipline (Non-Negotiable)
- ID card & badge compulsory
- Carry visiting cards, brochures, samples, rate pad
- Mobile & printer fully charged
- Two-wheeler documents mandatory: DL, RC, Insurance, Helmet
- Mandatory CRM check-in & check-out:
- From home
- Every valid shop visit
- Office
- Post first shop selfie in Attendance Group
- Post last shop selfie before leaving market
- Attend end-of-day office review
Failure = performance issue.
3. ROLE BOUNDARY (STRICT – NO OVERLAP)
MARKETING EXECUTIVE CAN DO
- Identify new prospects
- Visit new shops and institutions
- Introduce company & product range
- Explain quality positioning (no pricing)
- Distribute samples & brochures
- Collect KYL (Know Your Lead) data
- Collect competitor & market intelligence
- Qualify leads and hand over to Sales
MARKETING EXECUTIVE CANNOT DO
- Negotiate price or discounts
- Discuss credit or payment terms
- Take orders or commit delivery
- Collect cash or cheques
- Follow up collections
- Revisit leads after handover without approval
Any violation = role breach.
4. KEY ROLES & RESPONSIBILITIES
A. DAILY FIELD ACTIVITY
- Visit leads as per plan:
- 70% follow-up leads
- 30% new leads
- Cover only new shops / prospects
- Introduce:
- Company background
- Product range
- Quality positioning
- Distribute samples & brochures
- Collect complete KYL:
- Shop name
- Owner name
- Address
- Mobile number
- GST (if applicable)
- Customer segment
B. LEAD QUALIFICATION & CRM DISCIPLINE
- Every lead must be pinned in CRM
- Classify leads strictly as:
- Hot
- Warm
- Cold
- No duplicate or incomplete entries
- Lead Owner = Marketing until first PO
- Unqualified or incomplete leads will be rejected
C. HANDOVER TO SALES (CRITICAL)
- Hand over ONLY Hot leads to Sales Head (PO-ready)
- KYL must be 100% complete
- No follow-up after handover
- No revisits unless instructed
- After first PO → Lead ownership shifts to Sales
D. MARKET & COMPETITOR INTELLIGENCE
- Collect factual competitor data:
- Brand / Factory name
- City
- Price range (as shared by market)
- Quality feedback
- Credit terms (if disclosed)
- Sales rep visit frequency
- Submit facts only (no assumptions)
- Upload through CRM / MIS format
E. TELECALLING & FOLLOW-UP
- Telecall Hot & Warm leads only
- Fix appointments for visits
- Update call outcomes in CRM
- ❌ No telecalling for price, credit, or collection
- Share approved marketing posters via WhatsApp broadcast
5. DAILY / WEEKLY / MONTHLY RESPONSIBILITIES
Daily
- Day-End Report:
- Leads visited
- New leads added
- Follow-ups done
- Competitor activity
- Market feedback
- Field challenges
Weekly
- Submit:
- Weekly lead goal vs achievement
- City-wise & segment-wise lead breakup
- Hot / Warm / Cold summary
- Handover list to Sales Head
- Attend weekly review with data
Monthly
- Monthly lead goal vs achievement
- Number of qualified new customers (count only)
- Hot / Warm / Cold ratio
- Monthly KPI submission
- Attend monthly performance review
Pay: ₹15,000.00 - ₹18,000.00 per month
Willingness to travel:
Work Location: In person
