Job Description

ROLE AT A GLANCE:

The role is responsible for driving the marketing strategy, adoption narrative and growth interventions for key digital-led business programs in Herbalife India, including Protocol / Pro2col, loyalty-linked initiatives, CRM journeys and category penetration programs. The role will convert these opportunities into sharp propositions, content, sampling inputs, customer/associate communication, lifecycle nudges and measurable business outcomes.

ROLE RESPONSIBILITIES:

I. Business Impact

• Contribute to revenue, volume point and category growth by using digital-led programs, loyalty-linked interventions, CRM journeys and sampling inputs as marketing growth levers.

• Improve adoption and engagement of Protocol / Pro2col through strong propositioning, clear messaging, market activation and content support.

• Support category penetration beyond core weight-management products by identifying relevant cohorts, trial opportunities, cross-sell themes and repeat-purchase triggers.

• Help improve retention, repeat purchase, basket size and customer lifetime value through sharper lifecycle communication and marketing interventions.

II. Strategy

• Develop marketing strategy for Pro2col, loyalty-linked growth opportunities, CRM journeys and digital-led category activation programs.

• Define proposition, message hierarchy, reason-to-believe, content themes and campaign hooks for associates and customers.

• Provide marketing inputs on loyalty strategy, including sampling choices, category focus, target cohorts, engagement moments, repeat-purchase triggers and communication themes.

• Recommend sampling and trial strategy by defining which products to sample, for which cohorts, at which lifecycle moments, with what follow-up journey and success metrics.

• Build CRM and lifecycle marketing strategy across onboarding, education, reminders, reactivation, repeat purchase, milestone moments and category cross-sell.

• Translate consumer, associate, market and performance insights into practical marketing recommendations while staying aligned to brand and compliance guardrails.

III. Planning

• Prepare annual and quarterly marketing calendars for Protocol / Pro2col, loyalty-linked campaigns, CRM journeys, sampling interventions and category penetration pushes.

• Develop campaign and content briefs with objectives, target cohorts, message hierarchy, channel plan, timelines, budgets and expected business outcomes.

• Plan sampling interventions with clear cohort logic, product selection, conversion pathway, follow-up communication and measurement approach.

• Build communication journey maps across app, web, email, SMS, WhatsApp, social and associate-shareable formats, as applicable.

• Partner with analytics and business teams to track engagement, trial, conversion, repeat purchase, category uptake and campaign effectiveness.

IV. Role Execution

• Lead development of marketing content for Protocol / Pro2col, loyalty-linked initiatives and CRM journeys, including explainers, FAQs, pitch narratives, campaign assets and customer education material.

• Support go-to-market activation from a marketing standpoint by creating launch story, communication plans, content requirements, adoption hooks, pilot learnings and scale-up inputs.

• Work with category teams to design cross-sell, bundling, sampling and category penetration campaigns that are simple for associates to understand and compelling for customers to act on.

• Use loyalty-linked insights to recommend sharper customer cohorts, category pushes, sampling opportunities and business interventions.

• Create clear briefs for creative, content, CRM, digital, analytics and agency partners, ensuring output is consumer-relevant, associate-friendly and business-oriented.

• Track campaign and journey performance, identify drop-offs and recommend marketing fixes with urgency and clarity.

V. Management and Development

• Manage agencies, vendors, project teams where applicable through clear briefs, timelines, feedback and performance expectations.

•Improve marketing process discipline for campaign briefs, content development, review cadence, approval routing and performance learning loops.

KEY PERFORMANCE INDICATORS

• Contribution to Protocol / Pro2col adoption and engagement through marketing campaigns, content and communication interventions.
• Improvement in CRM journey metrics such as open rate, click-through, completion, reactivation, repeat purchase and conversion, where tracked.
• Impact of sampling strategy inputs on trial, conversion, repeat purchase and category penetration.
• Growth in penetration of under-leveraged categories through digital-led, loyalty-linked or CRM-supported marketing initiatives.
• Quality, timeliness and business relevance of campaign briefs, content assets, FAQs, pitch narratives and communication toolkits.
• Budget utilization, agency/vendor performance and compliance with brand guidelines, claims guardrails and approval processes.

WHAT’S SPECIAL ABOUT THE TEAM:

The Marketing team at Herbalife India drives innovation, consumer-centric product strategy, and business growth. The team works closely with regional and global stakeholders to create meaningful wellness solutions for distributors and consumers

QUALIFICATIONS FOR SUCCESS:

Education

• MBA / master’s degree in marketing, Business Management, Digital Marketing, Media or Communications from a reputed institute preferred.
• Bachelor’s degree with strong relevant experience may also be considered.

Experience & Skills

• 12-15 years of experience in brand marketing, category marketing, CRM/lifecycle marketing, digital growth marketing, loyalty marketing strategy or related consumer marketing roles.
• Experience in FMCG, consumer health, nutrition, wellness, beauty, personal care, D2C, digital-first brands or direct selling preferred.
• Experience in campaign development, GTM planning, CRM journeys, sampling/trial activation, customer cohorting, content development and performance tracking.
• Strong understanding of digital channels, CRM, loyalty-led engagement, content marketing, influencer/social ecosystems and marketing analytics.
• Demonstrated ability to convert consumer, customer, associate and business insights into clear marketing plans and growth interventions.

RELATED COMPETENCIES

• Strong written and verbal communication skills.
• Proficiency in MS Office; comfort with dashboards, CRM reports, campaign analytics and digital performance reports preferred.
• Knowledge of nutrition, wellness and direct selling business models will be an advantage.

I. Problem Solving, Decision Making & Analytics

• Strong ability to diagnose growth, adoption, trial, retention and category penetration problems and convert them into practical marketing actions.
• Comfort with interpreting customer cohorts, purchase behaviour, campaign data, CRM performance, loyalty insights and digital engagement metrics.
• Ability to balance customer understanding, associate usability, brand consistency, compliance and commercial impact.

II. Teamwork, Collaboration and Leadership

• Strong cross-functional collaboration with category marketing, sales, loyalty, training, digital, analytics, legal, regulatory, creative and external partners.
• Ability to influence without direct authority and align multiple stakeholders around marketing priorities.
• High ownership, self-drive and professionalism in managing multiple campaigns, journeys and business priorities.

III. Communication, Negotiation and Influencing

• Strong ability to write sharp briefs, build persuasive recommendations and present marketing logic clearly to senior stakeholders.
• Ability to translate digital features, loyalty opportunities and business needs into compelling customer and associate-facing communication.
• Good creative judgement with the ability to simplify complex propositions into clear, usable and compliant messaging.

Qualifications

Please review EMEA&I Description box