Position: Lead - Brand Strategy & Communication - B2C

Level: AGM

Location: Mumbai

Experience: 8-14 Years

Qualification: MBA

Reporting to: Head- Marketing

Purpose of the Job:

To lead and shape the brand strategy for the Product, building a differentiated, high-trust consumer brand in a dominated by parity and commoditization.

The role will drive ATL, Digital, BTL, product storytelling, packaging communication, and social media to create a cohesive brand narrative that resonates with Customer(B2C)

Job Context & Major Challenges:

The product category is highly commoditized with minimal product differentiation and strong incumbent brands. The challenge is to build a fresh, high-trust consumer brand from scratch, drive salience in a low-involvement category, and create emotional and functional relevance across Customers(B2C)

Key Result Areas:

(1) Brand Strategy & Positioning

- Build and execute the brand strategy for product and retail-focused cables.

- Define brand positioning, messaging architecture, and value propositions.

(2) ATL & Digital Campaign Leadership

- Lead creative development for TV, print, OOH, radio, and digital films.

- Work with Media & Digital teams on planning, buying, and impact measurement.

- Ensure integrated storytelling across ATL, Digital, and BTL.

(3) Social Media & Digital Content

- Own content calendar, platform strategy, and creative direction for social media.

- Guide agencies and Digital Executive on content creation and engagement.

- Oversee website content, videos, and digital brand assets

(4) Retail & Customer BTL Activation

- Create BTL toolkits: POS, GSB, demo kits, customers collaterals.

- Align with Sales & regional BTL teams for consistent, high-quality execution.

- Drive retailer and influencer-facing brand visibility initiatives

(5) Product & Packaging Communication

- Translate product features into simple, compelling consumer benefits.

- Lead pack communication: claims, color coding, trust cues, icons.

- Ensure consistency across pack, ATL, BTL, and digital messaging.

(6) Content & Creative Development

- Develop brand films, product videos, brochures, and retail content.

- Manage creative and digital agencies to deliver high-quality assets.

- Maintain unified brand voice, visual identity, and design quality

(7) Consumer Insights & Market Understanding:

- Partner with Market Research on insight mining

- Track brand health: awareness, preference, imagery, and message resonance.

- Apply insights to sharpen creative briefs and brand direction

(8) ROI, Outcomes & Performance Tracking

- Define KPIs for ATL, digital, and BTL programs (awareness, engagement, footfall, influence).

- Track campaign ROI, and brand metrics monthly.

- Publish dashboards and recommend optimizations to improve outcomes

(9) Business Impact

- Drive business outcomes by managing demand-generation levers and alignment of marketing investments with business outcomes to deliver businesss revenue and profitability targets

Candidate Profile

- 8-14 years of hands-on B2C marketing experience- across ATL, digital, and retail-facing brand building.

- Preferred Industry- FMCG, FMEG, Consumer Durables, Building Materials

- Education: MBA/PGDM in Marketing from Tier 1 institute

- Experience in end-to-end ownership of brand campaigns, product launches, social media content, and integrated communication, from insight to creative development to deployment.

- Proven track record of building brands in low-involvement or commodity categories through powerful storytelling

- Strong exposure to digital-first brand building and owning always-on content calendars.

- Experience handling agency ecosystem: creative, digital, media, production, BTL, and research.