Title Lead Brand Strategy & Marketing Communications

Position Objectives

- Drive the strategic development, positioning, and growth of our brand in this high-trust category. Shape how users perceive and trust our platform in a category where credibility is everything. From positioning our brand as an unbiased, customer-first insurance marketplace to crafting narratives around trust, ease, and transparency, this position shall drive the emotional core of our brand.

- This leadership role will own the brands 360-degree marketing strategy, ensuring consistent and impactful messaging across all consumer touchpoints.

- This role blends strategic thinking with creative execution and will drive how millions of users perceive and engage with our platform.

- KPI: Brand awareness through Media mentions, sentiment analysis; Social Media metrics (Followers, Reach, engagement rate); Campaign ROI (Reach, impressions); Press Coverage, Share of Voice, Marketing ROI.

Indicative Responsibilities

Brand Strategy & Positioning:

- Develop and execute comprehensive brand strategies to strengthen our brand equity.

- Identify and articulate unique value propositions, ensuring consistent messaging across all platforms.

- Leverage consumer insights and market trends to maintain a competitive edge.

360-Degree Marketing:

- Lead integrated marketing campaigns, ensuring seamless execution across ATL, BTL, Digital, PR, and other channels.

- Drive innovative initiatives to enhance consumer engagement and brand recall.

ATL & BTL Marketing:

- Plan and manage large-scale ATL activities including TV, Print, Radio, and Outdoor.

- Design and oversee impactful BTL activations such as on-ground promotions, trade marketing, and experiential marketing.

PR & Communications:

- Develop and execute PR strategies to build and protect the brands reputation.

- Cultivate relationships with media, influencers, and industry stakeholders to maximize positive coverage.

- Market Research: Coordinate with external research agencies to conduct periodic research to track brand performance (qualitative / quantitative /brand track).

Agency Management:

- Collaborate closely with creative, media, PR, and activation agencies to deliver high-quality campaigns on time and within budget.

- Provide clear briefs, evaluate creative ideas, and ensure alignment with brand objectives.

Budget Management:

- Develop and manage large annual brand marketing budgets, ensuring optimal ROI and effective allocation across all marketing channels.

- Monitor and track spending, ensuring cost efficiencies and maximum impact.

Cross-Functional Collaboration:

- Work closely with product / digital, partnership, digital marketing team etc. to ensure alignment of brand strategy with business goals.

- Monitor campaign performance metrics and share actionable insights with key stakeholders.

Team Management:

- Lead and mentor a team of brand marketing professionals, fostering a culture of collaboration and innovation (in phase 2).

Reports To

- Head Marketing

Coverage / Sub functions

- Creative / Design Specialist

- Copywriter Product & Brand

- PR & Community Engagement

Key Skills & Competencies

- The ideal candidate will demonstrate deep expertise in brand positioning, ATL & BTL activations, PR, agency management, and managing large-scale budgets for integrated marketing initiatives.

- Experience of launching, managing marketing strategy of a new-age Digital platform and in trust sensitive industries will be an advantage.

- Strong ability to balance creative instincts with business goals and user insight

- Comfort working in lean, high-growth environments with external partners/agencies

- Ability to simplify complex products into relatable brand narratives

Key Behavioural Traits

A founding member at BSIF:

- Understand that Integrity, open & honest demeanour (transparency) & fair conduct is non-negotiable.

- Learns on the job, evolves with the role & navigates uncertainty with perpetual optimism

- Holds the team above self; gets along & finds common ground in the best interest of all our stakeholders

- Is frugal and uses scarce resources wisely

- Has an owners mindset

- Is self-motivated / passionate, self-disciplined, has a continuous improvement mindset, doesnt need to be told what to do & never says thats not my job

- Owns the task in entirety (even if involves other functional areas), has an eye for detail & an ability to incorporate all points of view and take matters to closure

- Is of service to her/his teams who chose to work with them (applicable for managers)

Qualifications

- Minimum bachelors degree in marketing or business or a related field; Post Graduation from a premier business institute preferred.

- 10+ years of experience in brand marketing, preferably in a Creative Agency, FMCG, BFSI or D2C Tech sectors.

Location Mumbai (work from office