COMPANY DESCRIPTION

Andamen is India's leading men's bridge-to-luxury DTC fashion brand, known for our timeless designs, premium craftsmanship, and commitment to delivering an exceptional customer experience. Launched in 2016, we have over two lakh customers, and operate in six product categories and 6 digital distribution channels.

Andamen is part of the Impulse Group, one of India's leading fashion supply chain companies.

Impulse provides comprehensive design-to-delivery supply chain services to global fashion brands and retailers including ASOS, SuperDry, Next, Paul Smith, Shinsegae (Samsung Group), Walmart, Amazon, Myntra. Its product categories include apparel, accessories, footwear, leather garments, home furnishings, costume jewellery and hard goods. Founded in 1982, Impulse has over 400 employees across India, Bangladesh, UK, Korea, USA, Canada.

https://www.andamen.com/about-us

ROLE DESCRIPTION

With a scaled D2C base, strong marketplace presence, and upcoming retail expansion, as we enter our next phase of growth we're seeking an Associate Vice President – Brand Marketing to architect Andamen's brand transformation.

This role isn't about managing marketing. It's about building one of India's most admired brands. You'll shape how the brand is seen, felt, and remembered; how it earns love, not just attention; and how it connects culture with commerce. You'll lead the charge in turning World-Class, Indian at Heart from a philosophy into a movement.

As part of the core leadership team, you'll work directly with the Founders to define the brand's long-term narrative, drive digital scale, and build the next generation of brand marketing where data, creativity, and culture meet to create lasting impact.

KEY RESPONSIBILITIES

Brand Vision & Positioning

Define and continuously refine the brand's strategic positioning, purpose, and tone of voice across the organization.
Ensure every internal and external expression (campaigns, product storytelling, service design, and communication) reflects a single, coherent brand voice.
Build frameworks that translate brand ethos into measurable creative, marketing, and CX standards.
Champion World-Class, Indian at Heart as a living ideology, ensuring it guides design, communication, and consumer experience.

Integrated Marketing & Digital Scale

Lead all brand marketing initiatives across D2C, marketplaces, retail, and CRM driving both awareness and performance.
Own the marketing AOP and budget, ensuring optimal allocation between brand, performance, content, and CRM to maximize CM3 and LTV.
Develop and execute digital scale strategies across social, search, video, influencer, and content ecosystems.
Partner with Performance Marketing and Product to sharpen acquisition efficiency and conversion through high-performing creative and messaging.

Community, Loyalty & Retention

Build a connected brand ecosystem that turns customers into advocates, anchored in community, engagement, and loyalty.
Lead the creation of community-driven programs, member clubs, and digital experiences that drive repeat, retention, and advocacy.
Use content and CRM storytelling to create emotional depth and frequency of connection.
Develop frameworks to track and grow brand love, earned visibility, and advocacy over time.

Social Media & Cultural Influence

Lead social media strategy and execution, scaling reach, engagement, and shareability while maintaining aesthetic and tonal excellence.
Drive the brand's cultural presence through creator partnerships, influencer programs, and brand collaborations.
Ensure every social touchpoint reflects the brand's voice, design sensibility, and aspiration.
Build real-time social intelligence and online reputation management (ORM) systems to strengthen brand trust and responsiveness.

Creative Leadership & Storytelling

Partner with the Creative function to ensure every campaign, shoot, and film expresses the brand's identity at the highest level of craft.
Translate product and collection stories into compelling visual and narrative content across touchpoints.
Drive continuous creative innovation and benchmark the brand against the world's best; across fashion, lifestyle, and luxury.

Brand Governance & Marketplace Presence

Own and manage the brand experience across all fashion marketplaces (Myntra, Ajio, TataCliq, etc.) ensuring consistency of tone, imagery, and messaging.
Collaborate with marketplace teams to co-create growth strategies, seasonal campaigns, and visibility plans that build brand equity alongside sales.
Drive creative excellence in marketplace content, optimizing every asset for brand consistency and conversion.

Leadership & Collaboration

Build, mentor, and inspire a high-performing Brand Marketing team
Partner cross-functionally with Channel, Product, Merchandising, and CX to drive unified marketing calendars and launches.
Build a culture of creativity, data-driven discipline, and long-term brand stewardship within the organization.

KEY QUALIFICATIONS

10-12 years of experience in brand marketing, ideally in fashion, lifestyle, or premium consumer brands with strong digital DNA.
Proven success in scaling online brands: deep understanding of D2C and marketplace ecosystems, digital performance metrics, and content-led growth.
Strong grasp of brand positioning, storytelling, and tone of voice development; able to translate philosophy into everyday execution.
Experience in community building, CRM, and retention marketing, turning customers into brand advocates.
Demonstrated ability to drive cross-functional alignment and manage large creative, media, and content budgets.
Analytical yet creative: comfortable interpreting data while leading emotionally resonant creative direction.
Excellent communication, leadership, and presentation skills with an instinct for taste and precision.
MBA or equivalent preferred; relevant experience and demonstrated scale matter more than formal qualification.

WHY JOIN US

Build a generational Indian brand. Join a company redefining what it means to be World-Class, Indian at Heart, creating a new language for modern Indian luxury.
Drive transformation at scale. Shape the next era of Andamen where storytelling, data, and creativity converge to build enduring brand love and business impact.
Be part of the core leadership team. You'll join the small, high-trust group that drives the company's strategy, culture, and long-term growth, working directly with the founders to shape brand, business, and team evolution.
Thrive in a culture of innovation and ownership. A fast-paced, collaborative environment focused on results, not attendance, with freedom to experiment, create, and lead.
Grow with rewards that scale with impact. Competitive compensation with performance-linked incentives (PLIs) tied to business and brand milestones.

Associate Vice President Brand Marketing