Head - Marketing - Refinish

Head of Marketing - Refinish
Company: PPG Asian Paints
Function: Marketing - Automotive Refinish
Location: Mumbai
Reporting to: Business Head - Refinish
About PPG Asian Paints
PPG Asian Paints is a 50:50 joint venture between PPG Inc. and Asian Paints and is one of India's leading coatings companies, serving Automotive OEM, Automotive Refinish, Industrial, Marine and Packaging segments. The Refinish business offers end-to-end solutions for vehicle repair and refinishing, with a strong presence across bodyshops, OEM-certified collision centres, dealers and the commercial transport segment.
Role Overview
We are looking for a Head of Marketing - Refinish to lead the marketing and growth agenda for the Automotive Refinish business. The role will own marketing strategy, growth strategy, new-segment development, product management, brand positioning, dealer/customer loyalty and sales enablement, working closely with Sales, Product, Technical and Business teams.
The role will be particularly focused on strengthening PPG Asian Paints' position with automotive bodyshops, OEMs and commercial transport customers, while identifying new growth opportunities across the ecosystem.
Key Responsibilities
1. Marketing & Growth Strategy:
- Develop and execute the overall marketing strategy for the Refinish business in alignment with business objectives.
- Identify market opportunities, customer trends, competitive movements and whitespace opportunities to drive profitable growth.
- Build segment-wise strategies across bodyshops, OEMs and commercial transport.
- Drive market/category development initiatives and strengthen PPG Asian Paints' competitive positioning.
2. New Segment Development:
- Identify and build new customer segments, channels and adjacent business opportunities.
- Develop business cases for new segments, propositions and go-to-market models.
- Work with Sales and Business teams to convert market opportunities into scalable revenue streams.
3. Product Management & Portfolio Strategy:
- Own portfolio strategy across premium, mid-market and economy refinish offerings.
- Drive product lifecycle management, new product launches, pricing/value proposition and portfolio rationalisation.
- Translate customer and market needs into product propositions in collaboration with R&D and technical teams.
- Support differentiated solutions for bodyshops and commercial transport customers.
- PPG Asian Paints' portfolio spans products such as Aquabase Plus, Envirobase HP, 2K Nexa Autocolor, Deltron, Bilux, ACS, Enza and ASPA, alongside digital colour-management and bodyshop solutions.
4. Brand Positioning & Consumer/Customer Engagement:
- Strengthen the positioning and visibility of PPG Asian Paints' Refinish brands across target customer segments.
- Develop differentiated value propositions based on quality, productivity, colour accuracy, sustainability, turnaround time and profitability for bodyshops.
- Lead campaigns, activations and customer engagement programmes.
5. Dealer Development & Loyalty:
- Develop and drive dealer/bodyshop loyalty and engagement programmes.
- Build initiatives that improve customer retention, share of wallet and lifetime value.
- Partner with Sales to strengthen dealer capability, advocacy and business performance.
- Develop customer segmentation and differentiated engagement journeys.
- PPG Asian Paints has a network of 2,000+ dealers for its economy refinish business and also operates CARE training centres in Mumbai, Delhi, Kolkata and Chennai.
6. Sales Enablement:
- Build marketing tools, propositions, campaigns and content that directly enable the sales organisation.
- Develop segment-specific sales pitches, customer value propositions and competitive intelligence.
- Equip the sales/channel teams with insights, product stories and market intelligence to improve conversion.
- Partner with Sales to track effectiveness of marketing investments.
7. Digital & Data-led Marketing:
- Leverage customer, market and sales data to identify growth opportunities.
- Strengthen digital engagement and technology-led solutions for bodyshops and channel partners.
- Explore digital tools and platforms that improve customer experience, productivity and colour-management capabilities.
- PPG Asian Paints already uses digital tools including Paint Manager, online colour-formula databases, colour-support services and colour-identification technologies to support bodyshops.
Key Success Measures:
- Revenue and profitable growth of the Refinish business
- Market/share growth across key segments
- New segment revenue contribution
- Product launch and portfolio performance
- Dealer/bodyshop acquisition, retention and share of wallet
- Loyalty-programme adoption and effectiveness
- Brand health and customer preference
- Marketing ROI and sales enablement effectiveness
Ideal Candidate Profile:
- 15 - 20 years of overall experience with significant experience in Marketing + Growth/Business Strategy + Product/Category Management.
- Strong experience in B2B / B2B2C marketing, preferably in automotive, industrial or adjacent categories.
- Experience managing channel/dealer ecosystems and customer loyalty programmes.
- Proven track record of building new segments, launching products and driving market/category growth.
- Strong understanding of sales-marketing integration and ability to work closely with large field-sales organisations.
- Experience dealing with bodyshops, automotive OEMs, fleet/commercial transport or automotive aftermarket will be highly relevant.
- Strong commercial orientation with the ability to translate marketing strategy into measurable business outcomes.
- Should be comfortable working in a technically complex, product-led environment.
Preferred Industry Background:
- Primary target industries: Lubricants, Tyres, Oil & Gas, Adhesives, Automotive Aftermarket, Automotive Components, Industrial Coatings, Specialty Chemicals, Manufacturing