JOB DESCRIPTION
POSITION: AVP - Marketing
LOCATION: Delhi
REPORTS TO: Project Lead
LEVEL/GRADE: AVP
About ACCESS:
ACCESS Development Services is a national livelihoods promotion organization with a focus on incubating innovations and developing sustainable models for livelihoods promotion of the poor. To this end, ACCESS is structured uniquely to work at all levels of the value chain – implementing programmes on the ground (Tier I), working with Civil Society Organizations, Government Departments, Corporate sector, and Multilateral / Bilateral Agencies (Tier II) as also undertaking national initiatives to influence and support policy initiatives and strengthening the enabling environment (Tier III). ACCESS, with its head office in New Delhi has a pan-India presence having state offices in 9 states and 26 project offices. More at www.accessdev.org
About Project:
This project supports DAY-NRLM’s transition from large-scale SHG mobilization to strong national and global market integration. With 10.05 crore women in 90.90 lakh SHGs and 1.48 crore Lakhpati Didis (June 2025), the mission is now poised to transform these platforms into high-growth, women-led enterprises. ACCESS Development Services will establish and implement a comprehensive national marketing strategy aimed at integrating SHG enterprises into formal mainstream markets. As a first step, ACCESS will undertake a comprehensive assessment of current market efforts—examining product volumes, value realization, channel performance, product quality, and branding and packaging standards. Building on this analysis and consultations with stakeholders (Government, private sector, academia etc), ACCESS will prepare a detailed national market strategy and action plan within the initial weeks. This roadmap will guide value chain prioritization, channel optimization, and branding and packaging upgrades to accelerate revenues and position SHG enterprises for competitive advantage and sustained growth.
Position Summary:
The AVP – Marketing will play a pivotal leadership role in driving the national marketing, sales, and brand growth of SHG-made products across B2B, B2C, institutional, and digital channels. The role combines strategic ownership with strong execution, ensuring SHG enterprises are successfully integrated into formal domestic markets, e-commerce platforms, modern retail, and government procurement systems. This position requires deep experience in multi-channel marketing, stakeholder management, and scaling purpose-led brands, along with the ability to collaborate with government institutions, missions (NRLM/SRLM), retailers, e-commerce platforms, certification bodies, and design institutions. The AVP will ensure that commercial growth is achieved alongside social impact, sustainability, and quality compliance.
Responsibilities:
1. National Marketing Strategy & Execution
• Support the Head of Marketing in designing and executing a national marketing roadmap to scale SHG products across priority value chains.
• Translate national strategy into annual and quarterly marketing plans with clear targets, timelines, and performance metrics.
• Conduct market and channel assessments (volume, pricing, margins, consumer insights, competition) to inform category prioritization.
• Drive data-led decision-making to balance commercial ROI and social impact outcomes.
2. Multi-Channel Sales & Market Expansion
Modern Retail & Offline Channels
• Support identification and onboarding of modern retail partners (e.g., Reliance Retail, Modern Bazaar, premium and specialty retail chains).
• Coordinate merchandising, in-store visibility, promotions, and seasonal campaigns.
• Enable long-term supply partnerships by aligning demand forecasts with SHG production capacities.
E-commerce & Digital Channels
• Oversee performance on Amazon, Flipkart, Meesho, ONDC, and other relevant marketplaces.
• Work with digital agencies to optimize SEO, SEM, paid social, conversion funnels, and marketplace advertising.
• Track CAC, ROAS, and channel-wise profitability.
B2B, Institutional & Bulk Sales
• Drive growth in corporate gifting, hospitality (hotels, resorts), institutional buyers, and bulk procurement.
• Support sales pitches, catalogs, and pricing strategies tailored for institutional clients.
3. Government & Mission Engagement
• Build working relationships with Ministry of Commerce & Industry, DPIIT, Ministry of Rural Development, and allied departments.
• Coordinate closely with NRLM and State Rural Livelihood Missions (SRLMs) to align market demand with grassroots production ecosystems.
• Leverage public procurement platforms (e.g., GeM) and government buying mandates to scale institutional sales.
• Identify and utilize relevant government schemes, grants, and market development programs to support branding, certifications, packaging, and marketing costs.
4. Branding, Packaging & Product Marketing
• Ensure SHG products meet market-ready branding, packaging, labeling, and storytelling standards.
• Work with design partners and institutions such as NID, NIFT, and technical experts to upgrade product aesthetics, usability, and packaging.
• Oversee creation of sales kits, product catalogs, pitch decks, visual merchandising assets, and digital content.
• Strengthen brand narratives that communicate quality, authenticity, traceability, and social impact.
5. Quality, Compliance & Certification
• Coordinate with quality and certification bodies (FSSAI, BIS, GI authorities, export certification agencies, handicraft/handloom boards).
• Ensure compliance with regulatory, quality, and traceability standards required for retail, exports, and institutional buyers.
• Support certification roadmaps to unlock higher-value domestic and international markets.
6. Agency & Stakeholder Management
• Manage and coordinate creative, digital, media, and marketplace agencies to deliver integrated campaigns.
• Work cross-functionally with Operations, Supply Chain, Finance, and Regional Teams to align marketing commitments with production realities.
• Enable regional and state teams to localize national campaigns while maintaining brand consistency.
7. Team Leadership & Performance Management
• Lead and mentor a growing marketing and sales support team.
• Set clear KPIs across channels (sales, visibility, conversion, ROI, impact).
• Build strong systems for reporting, reviews, and continuous improvement.
Education & Experience:
1. Master's degree in Business Administration (MBA) with a specialization in Marketing or Sales is highly preferred.
2. A Bachelor’s degree in a relevant field is mandatory.
3. 12+ years of marketing and sales experience, with at least 5 years in a leadership/key account role covering both modern retail and B2B segments.
4. Proven track record of launching and scaling a product category into major domestic and/or international retail chains.
5. Experience negotiating annual business plans and trade promotion schemes with large retail groups.
Skills and Competencies:
1. Key Account Negotiation: Expert negotiation and closing skills in high-stakes B2B, B2C, B2G and retail buyer environments.
2. Trade Marketing Expertise: In-depth knowledge of trade promotion, merchandising standards, and shopper marketing psychology in modern retail and digital settings.
3. Social Impact Selling: The unique ability to articulate and sell the social mission, ethical sourcing, and livelihood impact of the products as a distinct competitive advantage.
4. Travel and Adaptability: Willingness to undertake frequent travel and adapt sales strategies to diverse cultural and regional markets across India and abroad.
Travel Requirement
Willingness to travel as required to implement the project efficiently.
COMPENSATION:
The salary range for this position is commensurate to industry standards and will be determined based upon experience set of the candidate and the HR policies of the organization.
ACCESS is an Equal Opportunity Employer, and is committed to providing an environment of fairness, and mutual respect where all applicants have access to equal employment opportunities. ACCESS values diversity and inclusion, and all qualified applicants will receive consideration for employment without regard to race, caste, color, gender, sexual orientation, gender identity or expression, religion, national origin, marital status, age and disability.
Apply Link: https://forms.gle/6tGNGiPENS9DEyBR7
Apply Email IDs: hr@accessdev.org, sarthak@accessdev.org