TVS Motor - Manager - Marketing - Aftermarket Brand & Franchise Development

JOB DESCRIPTION | FAPL

Manager - Marketing - Aftermarket Brand & Franchise Development

Futura Accessories Private Limited (FAPL) - A Sister Company of TVS Motor Company

Role level: 8 - 12 years

Grade Band: B

Function: Aftermarket / Marketing / Retail

Company Overview:

Futura Accessories Private Limited (FAPL) is a sister company of TVS Motor Company and part of the broader TVS Group. Established in December 2018 in Hosur, Tamil Nadu, FAPL specializes in designing, developing and supplying a wide range of genuine accessories for TVS Motor vehicles.

Product Portfolio:

• Riding gear: Helmets, jackets, gloves, arm sleeves and balaclavas
• Lifestyle merchandise: T-shirts, sweatshirts, caps, backpacks and wallets
• Vehicle accessories: Seat covers, tank covers, guard sets, mobile chargers and more

Role Purpose:

Drive the development and promotion of A&M brands by improving visibility, awareness and customer engagement, while establishing a strong aftermarket presence to support sustainable business growth. The role will also lead the establishment and scale-up of franchisee retail outlets across suitable ownership and operating models.

Key Responsibilities:

1. Channel Development:

• Establish and strengthen existing brands across aftermarket channels, including distributors, retailers, multi-brand outlets (MBOs), franchisee outlets and e-commerce platforms.

2. Brand Growth:

• Develop new brands and lead demand-generation initiatives to build brand awareness for aftermarket products across priority regions.

3. Campaign Management:

• Create and execute end-to-end B2B and B2C campaigns to improve customer retention, awareness of parts availability and service loyalty.

4. Franchise Expansion:

• Establish and scale franchisee retail outlets across COCO, COFO, FOCO, FOFO and FICO models, with clear operating standards and rollout plans.

5. Customer Engagement:

• Design and deploy customer-engagement programs that improve brand recall, consideration and preference in the aftermarket.

6. Market Research:

• Conduct aftermarket research to identify pricing trends, market gaps, competitor moves and changes in consumer behaviour.

7. Asset Management:

• Oversee digital and offline brand assets, including retail signage, brochures, in-store digital displays and localized social media content.

8. Sales Collaboration:

• Partner with product, sales and distribution teams to improve product sell-through, channel activation and secondary sales growth.

9. Customer Experience:

• Design the end-to-end customer journey within franchise outlets to improve customer satisfaction, upsell opportunities and brand loyalty.

10. Performance Metrics:

• Define channel performance metrics, review outlet and campaign effectiveness, and recommend corrective actions for stronger business outcomes.

Key Deliverables / Success Measures:

• Growth in brand awareness, visibility and consideration across target aftermarket regions.
• Number of franchise outlets launched, stabilized and scaled as per the approved business plan.
• Improvement in outlet traffic, conversion, average bill value, repeat purchase and customer retention.
• Increase in parts availability awareness, secondary sales and product sell-through across channels.
• Campaign reach, engagement, lead generation and return on marketing investment.
• Consistency and compliance of outlet branding, customer experience and operating standards.

Required Experience & Qualifications:

• 8 - 12 years of relevant experience in aftermarket marketing, brand management, channel marketing, retail expansion or franchise development.
• Experience in automotive, auto components, mobility, consumer durables, retail, lubricants, tyres, batteries or service-led businesses is preferred.
• Demonstrated experience in launching or scaling retail/franchise networks and managing multi-channel brand activation.
• Graduate degree in Marketing, Business Administration, Engineering or a related discipline; an MBA/PGDM is preferred.
• Working knowledge of franchise operating models, retail unit economics, campaign planning and customer-experience design.

Core Competencies:

• Brand strategy & positioning
• Franchise network development
• Market and competitor research
• Commercial acumen & analytics
• B2B/B2C campaign management
• Digital and offline activation
• Retail operations & customer journey
• Cross-functional collaboration
• Agency and vendor management

Key Stakeholders:

Product, sales, distribution, service, finance, procurement, legal, digital marketing, regional teams, franchise partners, agencies and vendors.

Role Context:

The position requires a balance of strategic brand-building and hands-on retail execution. The role holder should be comfortable translating consumer and channel insights into campaigns, outlet formats, operating standards and measurable commercial outcomes.