Role Objective

To lead Merino's brand presence and communication agenda with equal ownership of Brand Communication and Digital Marketing. The role will be responsible for strengthening brand positioning and visibility, developing integrated communication platforms, driving media planning and effectiveness, and building a strong, consistent and always-on digital presence across social media, website and other digital touchpoints. The role will translate business and consumer priorities into compelling brand stories, campaigns and digital experiences that enhance awareness, engagement and brand preference.

Job Responsibilities

1. Brand Strategy, Positioning & Brand Presence

Define and strengthen Merino's brand positioning, personality, value proposition and communication territories in alignment with business strategy.
Develop the annual brand communication roadmap and campaign calendar across key consumer, influencer, trade and corporate audiences.
Drive consistent brand presence and expression across ATL, BTL, retail, trade, digital, social and other consumer touchpoints.
Identify opportunities to increase Merino's visibility, salience and share of voice within the laminates and broader building-materials category.
Establish and maintain brand guidelines and ensure consistent application across internal teams, agencies and external partners.

2. Integrated Brand Communication & Campaigns

Lead development and execution of integrated brand campaigns from brief to market, including campaign strategy, creative development, production and rollout.
Partner with creative agencies to develop distinctive communication platforms, campaign ideas, content and brand assets.
Ensure alignment of communication across TV/CTV, OTT, print, outdoor, retail, influencer, digital and social channels wherever relevant.
Evaluate campaign effectiveness and use insights to improve communication impact, reach and brand consideration.
Drive communication for new product/collection launches, brand initiatives and key business priorities.

3. Media Planning & Investment

Own media planning strategy, annual media calendar and channel mix across traditional and digital media.
Lead media agency relationships, media planning, buying, negotiations and performance reviews.
Define media objectives, target audiences, channel roles and investment allocation for key campaigns.
Track reach, frequency, cost efficiency, share of voice and campaign performance; recommend evidence-based optimization.
Ensure effective utilization, transparency and governance of media spends.

4. Digital Brand & Social Media Leadership

Own Merino's digital brand presence across website, social media platforms, content properties and other relevant digital touchpoints.
Define the digital content strategy, editorial calendar, platform-wise content approach and tone of voice for Merino.
Lead the end-to-end management of social handles, including content planning, publishing, engagement, community management and reputation monitoring.
Build an always-on digital presence through relevant, engaging and platform-native content including video, reels, stories, campaigns and brand-led conversations.
Drive digital-first storytelling and identify emerging platforms, formats, creators and trends relevant to the brand.
Monitor digital performance through reach, engagement, traffic, audience growth, sentiment and other relevant metrics, and translate insights into action.
Ensure website and digital touchpoints remain current, brand-consistent, user-friendly and aligned with communication priorities.

5. Content, Influencer & Online Reputation

Develop a structured content ecosystem covering brand stories, product/collection narratives, design inspiration, consumer engagement and corporate brand content.
Work with influencer, creator and content partners to build relevant brand advocacy and digital visibility.
Monitor online conversations, comments, reviews and sentiment; coordinate timely responses and escalation where required.
Identify opportunities for earned digital visibility, partnerships and culturally relevant brand conversations.

6. Agency, Team & Budget Leadership

Lead and manage creative, media, digital, social, PR, production and content agency partners as relevant to the brand agenda.
Set clear briefs, deliverables, timelines and performance expectations for agency partners.
Lead the brand and digital communication team, building capability, accountability and cross-functional collaboration.
Own the brand communication and digital marketing budget, ensuring disciplined allocation and return on marketing investment.
Institutionalize processes, dashboards, content calendars, campaign measurement and governance standards.

Head - Brand Communication & Digital Marketing