Product Marketing Manager- Services

Job Purpose -

The role is supposed to streamline service roadmap and start bringing in rigor that is at par with the new products that Kohler commercializes. The service roadmap will focus on bringing and refining offerings which shall:

• Engage Kohler customers and prospects and enmesh deeper in their homes and lives (move from bathrooms to kitchens, bedrooms, and common areas) through relevant categories.
• Plan for customer retention and create opportunities to cross sell and upsell.
• Bring methods, processes, calendarize and create KPIs to track various sales enabling and confidence building activities like plumber training, service camps etc.
• Present service as a differentiator, create stories/highlights and be embedded in regular Kohler content calendar.
• The incumbent shall be SPOC for the service function for all commercial functions (Sales, Channel Marketing, Product, and Field service teams)

Roles & Responsibilities:

• Knowledge Management: Category specific knowledge to be sorted and organized in a repository for easy retrieval and dissemination. This shall include:
  • Regular products
  • Bathroom configurations
  • Training Manuals
• Build Kohler Care: Logically organize all service offerings under the Umbrella of Kohler Care.
  • Create verticals under Kohler Care
  • Accompanying Elements: Pages on Kohler.co.in. Look, feel and attire of the service agents.

Customer Outreach Program: Bring processes, Calendarize, and introduce KPIs to track efficacy of the customer outreach program. This will need to be achieved in sync with the BD, Sales, L&D, and Service teams.

• The outreach programs include:
• Plumber trainings
• Service Camps
• Specific Demos on need base for B2B Kohler Key Accounts

Service Specific Communication: Curate content in collaboration with the Marcom team and ensure dissemination across relevant channels. This will include:

• Finalizing content strategy for service vertical in line with the entire repositioning plan of the service vertical.
• Create content calendar for social postings (organic/paid)
• Integrate relevant content in Kohler Catalogue
• Finalise service Branding elements across Kohler Dealers/Stores

Post Sales CRM (Customer Retention Marketing):

• Create relevant customer clusters from the existing Kohler customer database. The customer clusters shall include Arch/ID, Retail, and B2B customers.
• Create a by-segment customer engagement plan.
• The plan to include:
• Strategies to cross and upsell. Exploit opportunities in the renovation market with existing Kohler customers and prospects.
• Finish the pilot and build up the Customer Engagement platform ‘Renew plus plan’ to be deployed across channels – Online D2C, Kohler dealers.

Skills and Knowledge:

• Should have 6-8 years of relevant experience.
• Should have managed:
  • Service Marketing
  • Product marketing (Ideation to commercialization)
  • Customer acquisition through multi-channel activations (Online + Offline).
• Should have done at least two out of the three roles mentioned above.
• Background in Quick Commerce (Zepto, Blinkit), Daily Grocery delivery services (Big basket, Milk Basket etc.), Customer Service/Acquisition in digital first brands (Noise, Boat etc.)