Senior Manager - Branding - Building Materials

Sr. Manager Branding, ATL, BTL & Digital Marketing

Department - Marketing & Communications

Location - Specify location, e.g., Corporate Office Chennai / Regional Marketing HQ

Reporting To - Head Marketing / Chief Marketing Officer

Job Purpose:

To lead and manage the end-to-end brand strategy, ATL, BTL, and digital marketing initiatives that drive brand visibility, strengthen market positioning, and support business growth objectives for the companys range of building material products.

Key Responsibilities:

Branding & Strategy

- Develop and execute the brand strategy to enhance brand equity and recall across product segments.

- Ensure consistent brand communication and visual identity across all channels and touchpoints.

- Conduct market analysis and consumer insight studies to guide brand positioning and campaign direction.

ATL Campaigns

- Plan, execute, and evaluate Above-The-Line campaigns including TV, radio, print, and outdoor.

- Liaise with creative and media agencies to conceptualize impactful campaigns that align with strategic goals.

- Manage advertising budgets efficiently while tracking ROI and campaign performance.

BTL & On-Ground Activation

- Drive Below-The-Line marketing such as dealer meets, product launches, roadshows, exhibitions, banners, and trade events.

- Plan localized promotions to support channel partners and market penetration strategies.

- Create marketing collateral, POS materials, and merchandising tools for brand visibility.

Digital Marketing

- Oversee digital marketing strategy including SEO, SEM, social media, and content marketing.

- Manage companys online presence and lead generation campaigns using performance metrics.

- Collaborate with digital agencies to optimize brand engagement and website traffic.

Cross-Functional Collaboration

- Partner with sales, product, and business development teams to align marketing efforts with revenue goals.

- Lead marketing analytics and insights to measure campaign effectiveness and adjust strategies accordingly.

- Manage internal communication, branding, and CSR visibility initiatives.

Desired Candidate Profile:

- MBA / PGDM in Marketing from a reputed institution.

- 8-12 years of marketing experience, preferably from Building Material / FMCG / Construction Industry.

- Proven expertise in handling ATL, BTL, and Digital Marketing campaigns independently.

- Strong creative orientation, analytical ability, and stakeholder management skills.

- Excellent communication, presentation, and leadership capabilities.