Marketing Manager

Marketing Manager - Job Description

Position snapshot

Role purpose

Create qualified demand for Dawell's portfolio among police, forensic labs, excise, health/FDA, defence, CAPF and PSU buyers. The portfolio covers forensic, narcotics, alcohol-testing, counterfeit-detection, CBRN/safety and 3D crime-scene solutions. The role turns market and GeM intelligence into campaigns, content and CRM opportunities that pass the qualification gate, ready for the Sales and Tender teams to convert. It positions Dawell's OEM solutions from Dräger, Thermo Fisher, Abbott and FARO as complete, compliant offerings.

Key responsibilities

• Build and run the annual and quarterly marketing plan for each product line, in line with Strategy Manager priorities and Plan vs Actual monthly targets. Product lines are:
  • Dräger alcohol/drug testing, CBRN and gas detection
  • Thermo Fisher TruNarc, TruScan and Gemini
  • Abbott SoToxa
  • FARO 3D crime-scene systems
• Plan segment campaigns and track each one to opportunities created in CRM. Target segments are state police, FSLs, excise, health/FDA, NDRF/SDRF, fire services, defence/CAPF and PSUs.
• Generate and qualify leads through LinkedIn/Sales Navigator, the website, WhatsApp click-to-chat and events.
  • Pass opportunities on only through the CRM qualification gate, with value, closing date, budget head and procurement route completed.
  • Record a lost reason on every lost opportunity.
  • Respect territory ownership locks.
• Return missed enquiry calls within 15 minutes and log each callback in CRM. Use AI deal triage and AI next action to prioritise follow-up of marketing-sourced leads.
• Organise exhibitions, user seminars, product launches and demos/POCs with the Technical Heads.
  • Follow demo-device custody (POL/17), health and safety (POL/15) and government-interaction rules (POL/14).
  • Record field visits through GPS attendance in Planning.
• Produce and maintain accurate marketing content, including brochures, datasheets, case studies, application notes, presentations and GeM catalogue descriptions. Have the Technical/QA teams verify every technical claim before release.
• Use the daily GeM bid radar and the GeM Live Bids channel to spot demand trends, competitor activity and catalogue gaps. Share insights with the Tender & GeM team in the Tenders & GeM channel.
• Support capture plans for deals of Rs 50 lakh+ with account research, stakeholder mapping and positioning material. Use Send for signature for NDAs and LOIs where required, with AI contract risk review.
• Run co-marketing with OEMs, covering joint events, campaign funds, training content and new-model launches. Work with each department on new solution bundles, such as mobile forensic/van kits and narcotics field kits.
• Manage Dawell's social media and external communication within POL/21. Handle lead and contact data in line with DPDP (POL/07) and keep all event and hospitality activity within POL/18.
• Never commit pricing outside policy. Route any special discount above 10% through "Request approval: special discount" under POL/22.
• Report campaign results, pipeline contribution and Plan vs Actual in the Weekly Sales Scorecard. Share campaign updates in the Sales & Marketing channel.

KRAs and KPIs

ERP and AI tools you use

• CRM qualification gate: value, closing date, budget head and procurement route must be completed before an opportunity is passed on. A lost reason is compulsory for every lost opportunity.
• Territory ownership lock: leads are routed to the owning territory, and ownership is not overridden.
• AI deal triage and AI next action: used to prioritise and follow up marketing-sourced leads.
• Missed-call callbacks: every missed enquiry call is returned within 15 minutes and the callback is logged in CRM.
• AI follow-up drafts: used for quotations unanswered for 7 days on marketing-sourced opportunities, in support of Sales.
• Capture plans for Rs 50 lakh+ deals: you contribute account research, stakeholder maps and positioning material.
• Plan vs Actual monthly targets: used for campaign planning and pipeline contribution reporting.
• Daily GeM bid radar message: used for demand trends, competitor activity and catalogue gaps.
• LinkedIn/Sales Navigator links and WhatsApp click-to-chat: used for lead generation and engagement.
• Send for signature (NDA, LOI) and AI contract risk review: used for OEM co-marketing and event partner documents.
• Travel plans and expense claims: the AI receipt reader is used, in line with POL/05.
• GPS attendance and field visits in Planning: used for exhibitions, seminars and demos.
• Discuss channels: Sales & Marketing, Tenders & GeM, GeM Live Bids and Weekly Sales Scorecard.

Policies you must follow

• POL/03 — Code of Conduct & Professional Standards
• POL/05 — Travel & Expense Reimbursement (v3.2)
• POL/07 — Data Privacy (DPDP Act 2023)
• POL/14 — Field Work & Government Interaction
• POL/17 — Company Assets & Demo-Device Custody
• POL/18 — Anti-Bribery, Gifts & Conflict of Interest
• POL/21 — Social Media & External Communication
• POL/22 — Delegation of Authority & Approvals
• POL/23 — The Dawell Way: Values, Culture & Discipline

Qualifications and experience

• Education: MBA/PGDM in Marketing. A first degree in life sciences, chemistry, forensic science, biotechnology, pharmacy or instrumentation/engineering is strongly preferred.
• Experience: 5–8 years in B2B marketing of scientific, analytical, safety or medical instruments. At least 2 years should involve government, defence, PSU or institutional buyers.
• Procurement knowledge: working knowledge of GeM, public tenders and government procurement routes.
• Track record: proven delivery of exhibitions, user seminars, product launches and OEM co-marketing programmes.
• CRM and digital experience: experience of CRM-based lead management and LinkedIn/Sales Navigator prospecting.
• Desirable:
  • a digital marketing certification
  • exposure to forensic, narcotics or CBRN applications
  • fluency in Hindi, with Marathi as an advantage

Skills and competencies

Technical

• Segment-based marketing planning and campaign management linked to pipeline and Plan vs Actual.
• Accurate technical content writing, including:
  • brochures and datasheets
  • application notes and case studies
  • GeM catalogue descriptions
  All technical claims are validated with the Technical/QA teams before release.
• Lead qualification discipline: complete gate fields, lost reasons and territory rules.
• Market and competitor intelligence from GeM bid data and tender trends.
• Event and demo logistics, including demo-device custody.
• Analytics and reporting: campaign-to-opportunity tracking and Weekly Sales Scorecard inputs.
• Confident use of CRM, AI assistants and social and digital channels within approved guidelines.

Behavioural

• Ownership: a proactive, "get it done" approach to plans and deadlines.
• Teamwork: works closely with Sales, Tender & GeM, Technical and OEM-coordination teams.
• Customer focus: understands the needs of police, forensic, excise, health and defence users.
• Quality: accurate, compliant and approved communication only.
• Integrity: applies ethical judgement in government interaction.
• Communication: clear presentation skills with senior officials and OEM partners.

Career path

• Next role: Senior Marketing Manager or Product Marketing Lead for one or more OEM lines.
• Longer term: Head of Marketing or Strategy Manager.
• Lateral moves: Product Manager (OEM line), Key Account Manager or Tender & GeM Lead.
• Basis for progression: KRA/KPI scorecard results, behavioural ratings and course completion, assessed through the annual appraisal under POL/11 and POL/13.

Selection process

1. Application and CV screening by HR against this JD, under POL/25.
2. Telephone screening covering domain exposure, government and GeM experience, and notice period.
3. Case exercise: a one-quarter campaign plan for a given product and segment (for example, Abbott SoToxa for state police), with lead targets and CRM qualification approach.
4. Panel interview with the Strategy Manager and a Technical Head.
5. HR and culture interview based on The Dawell Way (POL/23).
6. Reference and background checks, followed by the offer.
7. Onboarding and induction, including the policy and ERP courses, followed by probation and confirmation under POL/11.

About Dawell Lifescience

Dawell Lifescience Pvt Ltd (Pune) brings proven forensic, narcotics and alcohol testing, counterfeit-medicine detection, CBRN/safety and 3D crime-scene technologies from global OEMs such as Draeger, Thermo Fisher, Abbott and FARO to police, forensic laboratories, excise, health/FDA, defence and PSU customers across India, through GeM, tenders and direct orders, with installation, training and AMC support.

JD version 2.0, updated 10 Nov 2026 to reflect current ERP processes and policies POL/00-29. Reviewed annually with the appraisal cycle.