Description:

Role Overview (NonNegotiable)

This role is the custodian of the brands meaning, voice, and longterm equity. The Director Brand Marketing owns the master brand and its child brands, ensuring the platform scales nationally while preserving cultural depth, authenticity, and emotional consistency across regions.

You are accountable for brand meaning - not just marketing output. Your mandate is to build a brand that compounds trust and relevance over time, withstands growth pressure, and earns cultural legitimacy without dilution.

What You Own

- Brand positioning, narrative, and longterm brand truth that anchors all communication and decisionmaking

- Brand tone, voice, and cultural posture across markets and moments

- Earned media, social brand voice, and PR narratives that shape public perception

- Final authority on how the brand shows up across channels, partners, and platforms

- Clear choices on amplification and restraint - what the brand stands for and what it consciously avoids

Key Responsibilities:

Brand Strategy & Positioning

- Define, articulate, and evolve the core positioning as a platform that celebrates Indias regional cultures with integrity and scale

- Own the master brand architecture across regions, intellectual properties, languages, and markets, ensuring coherence without uniformity

- Protect the red thread that connects diverse cultures, avoiding tokenism, stereotypes, or surfacelevel representation

- Act as the final brand gatekeeper across product, content, marketing, partnerships, and PR, ensuring every touchpoint aligns with brand truth

- Translate brand strategy into clear principles that teams can apply independently without erosion

Earned Media & Brand Voice

- Own brand social handles, PR strategy, and participation in cultural conversations

- Serve as EditorinChief of the brands public voice, with responsibility for tone, timing, and context

- Ensure social presence feels cultural and participatory - not transactional or overly promotional

- Exercise sound judgment on when to engage publicly and when restraint serves the brand better

- Build credibility with media, creators, and cultural stakeholders through consistency and respect

Integrated Brand Campaigns

- Lead brand strategy for flagship launches, regional expansion, and nationally relevant moments

- Ensure every campaign is anchored in a strong central idea with emotional depth and longterm recall

- Balance scalability with nuance, allowing local expression without fragmenting the master brand

- Align brand equity with performance marketing goals, ensuring shortterm activation does not erode longterm value

- Measure success beyond impressions - tracking sentiment, relevance, and cultural resonance

Creative Direction & Governance

- Set and uphold creative standards across visual identity, copy, motion, and storytelling

- Ensure representation of regional cultures is accurate, respectful, and free from clichés

- Build brand guardrails that protect meaning while enabling creative teams to take intelligent risks

- Review and approve highimpact creative work, partnerships, and narratives that shape perception

- Develop playbooks and frameworks that scale quality without slowing momentum

CrossFunctional Leadership

- Work closely with Content, Performance, Product, CRM, and Partnerships to embed brand thinking into daily decisions

- Act as the brand conscience - calling out dilution, inconsistency, or shorttermism when it threatens longterm equity

- Influence without relying on hierarchy, budgets, or large teams

- Mentor senior marketers and creatives to think beyond execution toward meaning and impact

What Success Looks Like

- A brand that feels unmistakable, trusted, and culturally grounded across regions

- Consistent emotional resonance even as the platform scales nationally

- Earned attention that outperforms paid reach in credibility and recall

- Clear internal alignment on what the brand is - and what it is not

- Sustainable growth driven by relevance, not noise

This Role Is NOT For

- Social media managers or executiononly marketers

- Brand marketers without commercial accountability or ownership mindset

- Candidates who view brand and performance as opposing forces

- Candidates dependent on large teams or oversized budgets to create impact

- Professionals uncomfortable making principled tradeoffs or saying no

This is a senior, highjudgment role for a brand leader who understands that cultural brands are built through consistency, courage, and restraint as much as creativity.