Job Description

Position : Lead - Brand Marketing

Department : Marketing

Location : Bangalore, Corporate Office

Reporting to : MD

About Greaves Electric Mobility:

Website: https://greaveselectricmobility.com/

LinkedIn: https://www.linkedin.com/company/greaves-electric-mobility

Greaves Electric Mobility Limited (GEML) is a subsidiary of Greaves Cotton Limited, a company listed on both BSE and NSE. GEML is a leading force in India's electric vehicle (EV) industry. With 17 years of experience in the EV space and backed by 160+ years of Greaves' legacy, GEML stands out as a pioneer in sustainable mobility. The company operates across multiple EV verticals, offering a diverse portfolio that includes electric two-wheelers and three-wheelers under renowned brands like Ampere (e-scooter), Greaves 3W Auto (electric autos for passenger and cargo applications) and ELE (e-rickshaws). Catering to both B2B and B2C markets, GEML is dedicated to revolutionizing transportation through innovative, accessible, and eco-friendly mobility solutions.

Product Portfolio:

- Electric Two-Wheelers (2W): Offered under the Ampere brand, catering to urban and last-mile mobility needs. Our Ampere brand is positioned as a key player in India's Electric Two-Wheeler (2W) Segment.

- Electric Three-Wheelers (3W): Greaves 3W Auto (electric autos for passenger and cargo applications) ELE (e-rickshaws).

- B2B & Fleet Solutions: GEML provides customized EV solutions for logistics, e-commerce, and ridesharing platforms.

- GEML has established a strong presence across India, supported by state-of-the-art manufacturing facilities and a robust retail and service network with over 500+ touchpoints and 20,000+ mechanics, serving more than 300,000 customers nationwide.

Key facilities include:

- Ranipet, Tamil Nadu: A 35-acre EV manufacturing hub designed for large-scale production.

- Greater Noida, Uttar Pradesh: Focused on electric E-Rickshaw production, this plant is undergoing significant expansion.

- Toopran, Telangana: Specializes in manufacturing electric three-wheelers, with plans to boost production capacity.

- Greaves Electric Mobility has filed the Draft Red Herring Prospectus (DRHP) for a proposed IPO, planning to use the proceeds for technology development, enhancing capabilities at our technology center, developing in-house battery assembly, expanding manufacturing capacities, and funding inorganic growth opportunities.

- This strategic move is set to further reinforce our position in the evolving EV industry.

- By joining Greaves Electric Mobility Limited, you become part of a pioneering team dedicated to shaping the future of sustainable transportation mobility in India

Role Overview:

- our Brand Marketing Lead, you will own the end-to-end development and execution of brand positioning and high-impact campaigns across our 2W & 3W product portfolio. Your mandate is to strengthen brand equity, differentiate our offerings, and drive measurable footfall growth and conversions in our showrooms.

Roles & Responsibilities:

Brand Positioning & Architecture:

- Define and articulate clear, compelling brand positioning tailored to our product portfolio

- Conduct market and competitive audits to uncover white-space opportunities and validate

Job Description positioning:

- Maintain a coherent brand architecture and messaging framework that scales across geographies and channels.

- Drive brand awareness and top of mind recall across markets with special focus in underrepresented markets.

Integrated Campaign Planning & Execution:

- Lead end-to-end campaign strategy-from ideation, creative development, media planning to execution.

- Drive 360- ATL/BTL initiatives (TV, print, OOH, digital, events, in-store activations) with a relentless focus on footfall uplift.

- Partner with agencies, media houses, and internal creative teams to ensure on-brand, on-brief deliverables.

- Footfall Growth, Lead Generation & Conversions

Retail Marketing:

- Design and roll out showroom and in-store marketing programs (promotional events, demo drives, experiential pop-ups) that tangibly increase walk-ins.

Digital Marketing:

- Leverage digital-to-offline tactics-geo-targeted ads, QR-enabled OOH, localized social campaigns-to drive store traffic.

- Track and optimize campaign KPIs (footfall, conversion rate, dwell time, sales uplift).

Cross-Functional Collaboration:

- Work closely with Sales, Product, Digital, and Customer Experience teams to align brand campaigns with commercial objectives.

- Equip regional teams and channel partners with brand toolkits, POS materials, and co-marketing assets.

Insights & Performance Analytics:

- Mine consumer insights (surveys, focus groups, social listening) and retail data to inform creative and media decisions.

- Establish robust measurement frameworks-footfall attribution models, media mix ROI, brand health trackers-and deliver actionable dashboards.

Budget & Vendor Management:

- Manage P&L for brand-building and retail marketing budgets; ensure cost efficiency and maximum ROI.

- Negotiate and oversee contracts with agencies, media vendors, event partners, and production houses.

Qualifications:

- Experience: 12- 15 years in brand marketing, with proven success in B2C, FMCG, consumer durables, or automotive sectors. Experience in sales would be an added advantage.

- Domain Expertise: Deep understanding of consumer purchase journeys in retail/showroom contexts; hands-on experience driving footfall is essential. Understanding of digital marketing techniques.

- Strategic Thinker: Strong track record of defining brand positioning and translating it into cohesive, multichannel campaigns.

- Leadership & Collaboration: Excellent stakeholder management skills-able to influence cross-functional teams and external partners.

- Communication: Exceptional storytelling and presentation skills, with the ability to craft compelling brand narratives.

- Education: Master's in marketing, Business, or related field. Tier 1 MBA is preferred.

Job Description:

Key Competencies:

- Ability to thrive in a fast-paced, entrepreneurial environment with a hands-on approach.

- Strategic thinking and problem-solving skills.

- Results driven with a focus on achieving business objectives

- Excellent leadership, communication, and interpersonal skills, with the ability to influence and build partnerships effectively with external and internal stakeholders.