Product Marketing Manager

Role Overview

Kotak Mahindra Bank is seeking a Product Marketing Manager to serve as the brand custodian and growth architect for its Business Banking division, focusing on SME and MSME segments. This role involves owning end-to-end brand and product storytelling, translating customer insights into clear positioning, differentiated narratives, and impactful go-to-market strategies. The position functions similarly to a Brand Manager, balancing brand equity with business objectives to enhance relevance, preference, and long-term brand strength while driving measurable growth in acquisition, penetration, and engagement. The incumbent will act as the voice of the customer, ensure brand consistency, and bridge communication between Product, Business, Analytics, Channels, and Creative teams.

Key Responsibilities

• Act as the brand and customer custodian for Kotak Business Banking, grounding all marketing decisions in a deep understanding of SME/MSME needs, behaviors, and market dynamics.
• Collaborate closely with Research and Analytics teams to identify segment-specific pain points, triggers, and decision drivers, translating these into clear differentiation opportunities against competitors.
• Develop insight-led marketing strategies by converting research findings into actionable inputs for positioning, proposition development, go-to-market planning, and content direction across various segments and industries.
• Work with Product teams to define precise messaging frameworks, value propositions, and reasons-to-believe that are informed by customer insights and business priorities.
• Create compelling, industry- and use-case-driven narratives for SMEs, MSMEs, and emerging business segments to ensure relevance, relatability, and brand distinction.
• Lead the complete go-to-market strategy and execution for new product launches, ensuring strong storytelling, channel alignment, and measurable impact from launch onwards.
• Continuously refine communication strategies for existing products to boost penetration, engagement, and usage throughout the customer lifecycle.
• Partner with creative and media agencies to design and implement integrated, full-funnel campaigns aimed at building brand preference and market share within the Business Banking sector.
• Maintain consistency in brand voice, messaging, and visual identity across all customer touchpoints, including digital platforms, CLCM journeys, social media, on-ground events, and offline materials.
• Drive effective internal communication and channel enablement, ensuring sales teams, partners, and internal stakeholders are well-informed about Business Banking offerings, narratives, and priorities.
• Serve as the unified marketing voice in cross-functional meetings with Product, Business, Campaign, Analytics, and other teams, influencing decisions through strategic clarity and a customer-centric perspective.
• Monitor campaign performance from both a consumer and business outcome perspective, optimizing strategies with data and insights, and documenting learnings to enhance future effectiveness.

Success Metrics

• Achieve target business numbers for acquisition, activation, and penetration of Business Banking products for both new and existing customers through effective marketing support.
• Drive consistent improvement in Kotak's brand preference and market share within SME/MSME segments via differentiated, insight-driven campaigns.
• Champion campaigns that enhance engagement, boost conversion rates, and deliver measurable acquisition results.
• Strengthen the industry-specific positioning of Kotak Business Banking to establish competitive advantage and market leadership.

Required Skills and Experience

• Possess relevant marketing experience, ideally within Banking, FinTech, FMCG, or FMCD sectors.
• Demonstrate a proven ability to utilize consumer insights to drive strategic communication and integrated marketing, with proficiency in translating research into compelling, segment-appropriate narratives.
• Have experience with full-funnel marketing strategies.
• Exhibit excellent stakeholder management and collaboration skills to effectively align cross-functional teams.
• Possess exceptional written and verbal communication abilities, with a talent for storytelling and crafting impactful, consumer-focused messaging that yields tangible business results.
• Be a strategic thinker capable of influencing diverse teams.
• Show strong analytical and creative problem-solving capabilities.

Additional Information

Location: Goregaon, Mumbai