| Detail | For this role |
|---|---|
| Department | Marketing |
| Level | Senior management |
| Reports to | Vice President Marketing |
| Direct reports | Marketing Manager, Digital Marketing Manager, Performance Marketing Manager, Marketing Communications Manager |
| Experience | 12 to 15 years in marketing, with at least 4 years leading a team of managers |
AVP Marketing job description template
Copy this job description, replace the text in square brackets and post it on your careers page or a job portal.
Job title: AVP Marketing
Department: Marketing
Reports to: Vice President Marketing
Location: [City], [office, branch or site]
About the role
An AVP Marketing leads one marketing vertical or business line, such as retail lending, a product portfolio or customer acquisition, inside a larger marketing function. The title is common in banks, NBFCs, insurers, IT services firms and large Indian groups. The AVP turns the Vice President's annual plan into a quarterly campaign calendar, controls that vertical's share of the budget, manages a team of managers and agencies, and answers for the leads, customers and brand results the vertical delivers.
Key responsibilities
- Break the vertical's annual targets for leads, customer acquisition and brand reach into a quarterly plan with channel budgets, owners and review dates.
- Approve the media mix for each campaign across digital, print, outdoor, branch branding and partner channels, within the budget share given by the Vice President.
- Brief creative, media and digital agencies, and sign off campaign concepts, media plans and final creatives before anything goes live.
- Get every advertisement, offer and product claim cleared by the compliance and legal teams before launch, which matters most in regulated businesses such as lending and insurance.
- Agree lead definitions, quality checks and handover timelines with the business head of the vertical, and review rejected leads with sales every week.
- Track spend, leads, cost per acquisition and conversion by channel, and move budget from weak channels to strong ones within the month.
- Plan launches of new products, variants and offers in the vertical, including pricing communication, sales training material and a dated launch calendar.
- Present a monthly marketing review to the Vice President covering results against plan, what was learnt and the corrections for next month.
- Manage agency contracts, scopes and monthly fees for the vertical, and rate each agency's delivery every quarter.
- Hire, coach and review the managers in the team, and prepare at least one successor who can run the vertical when the AVP is away.
Requirements
- MBA or PGDM in Marketing from a recognised institute
- Graduate degree in any discipline, with commerce and engineering common
- A digital marketing or analytics certification is an advantage
- 12 to 15 years in marketing, with at least 4 years leading a team of managers
KRAs and KPIs for a AVP Marketing
Key result areas for the appraisal form, each with a KPI you can measure every month or quarter.
| Key result area | How to measure it |
|---|---|
| Lead and customer acquisition | Sales-accepted leads and new customers for the vertical at or above the quarterly target |
| Acquisition cost | Blended cost per acquired customer within the ceiling approved in the annual plan |
| Budget control | Quarterly spend within 5 percent of the vertical's approved budget, with no unapproved commitments |
| Compliance clearance | Zero campaigns released without written compliance approval, and zero regulator complaints about marketing claims |
| Launch delivery | Product and offer launches live on the committed date with all channel material ready |
| Team capability | Every manager in the team has agreed goals, and one ready successor is named within 12 months |
Skills and tools
Tools used day to day: Google Ads and Meta Ads Manager, Google Analytics 4, LeadSquared or Salesforce CRM, Power BI or Looker Studio, MS Excel and PowerPoint.
Reporting line and career path
Next roles: Vice President Marketing, Chief Marketing Officer, Business Head
Interview questions for a AVP Marketing
- Your vertical's cost per lead rose sharply this quarter while lead volume stayed flat. How would you find the cause?
- How do you split a fixed quarterly budget between channels that bring leads and channels that build the brand?
- Compliance has asked for changes to a campaign two days before launch. What do you do?
- Sales says marketing leads are poor quality. How do you settle the argument with data?
- Tell me about a campaign in your vertical that failed. What did you change afterwards?
- How do you decide when to change an agency rather than fix the brief?
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What does an AVP Marketing do?
An AVP Marketing runs one vertical or business line within the marketing function. They turn the annual plan into campaigns, control that vertical's budget, manage agencies and a team of managers, clear campaigns with compliance and answer for leads, customer acquisition and cost targets. They usually report to the Vice President Marketing.
What is the difference between AVP Marketing and VP Marketing?
The Vice President Marketing sets strategy and budget for the whole marketing function or business. The AVP delivers results for one part of it, such as a product line or the acquisition vertical, within the budget and priorities the VP sets. The AVP is closer to campaign decisions, while the VP is closer to leadership, pricing and portfolio choices.
What does AVP stand for in a company?
AVP stands for Assistant Vice President. In Indian banks, NBFCs, IT firms and large groups it is a senior management grade just below Vice President and above the senior manager grades. An AVP usually leads a team of managers and is accountable for a clearly defined business outcome.