Purpose & Overall Relevance for the Organization

Own and steer the execution of the Global Brand & Category Strategy, ensuring consistent deployment throughout India, delivering all relevant Brand KPIs.

Drive an integrated approach across Brand Activations, Consumer Insights and Media, ensuring data-led storytelling, effective media investments, and culturally relevant brand moments.

Key Responsibilities:

Brand Activations

Implement and support execution of the India Brand Marketing Activation calendar and plan local market initiatives
Draft strong marketing briefs & lead the process of agency briefings, creative development and activation roll-out for campaigns.
Curate powerful local initiatives and brand moments - ability to translate global creative concepts for local relevance
Support creation of marketing plans aligned to business goals and annual calendar
Drive a pan-India strategy with focus on key cities ensuring excellence in execution and delivery against Brand KPIs
Collaborate with Sports Marketing team to develop brand communication strategy and activation plans

Consumer Insights & Strategy

Lead the integration of consumer, cultural and category insights into all brand campaigns and activations
Translate data (brand health, consumer behavior, digital signals, search trends) into actionable marketing strategies and creative inputs
Partner with Emerging Markets (Global/Hub team) to track brand health metrics and uncover growth opportunities• Develop post-campaign learning agendas, ensuring insights are fed back into planning cycles
Stay on top of youth culture, sneaker culture, and sport trends, identifying white spaces for the brand

Media Strategy & Effectiveness

Work closely with media agency to develop top and mid-funnel media strategies aligned with brand and business objectives (does not include performance marketing)
Drive media planning inputs including channel mix, audience targeting, and budget allocation across campaigns
Monitor and optimize media performance metrics
Champion a data-led approach to media effectiveness, ensuring learnings translate into improved future investment

Others

Follow all the set protocols for approvals, documentation, and budgeting in accordance with audit guidelines.
Track & monitor campaign performances, draft evaluation reports, drive business learnings/ROI's for future campaigns.
Identify brand-building areas, consumer touchpoints; bring in industry best practices and innovations in-line with the objective of Brand.
Drive checks, monitoring/tracking standards, media trends, up-to-date global guidelines and provide timely feedback with action plans for effective market planning.
Maintain a close watch on the financial aspects of all campaigns and programs, such as budgets, expenditures, timelines and Return-On-Investment.
Implement timely roll-out of tactical campaigns to enhance the consumer reach and engagement.

Key Relationships:

Sports Marketing & Communities
Social, PR & Newsroom team- External, EM & Global
Regional / HUB- BU Head & Activation Managers
Product/category Team
NPT & Finance Team
Digital & CRM Managers
Omni Channel Team

Knowledge, Skills and Abilities:

Strong understanding of the full marketing ecosystem (brand, media, digital, activations, PR)
Ability to combine data, insights and creativity into impactful storytelling
Strong understanding of media planning, buying principles and performance metrics• Experience working with consumer insights and brand tracking tools
Project management of integrated marketing campaigns
Strong collaboration and stakeholder management skills
Experience working with influencers, athletes, or cultural creators
Ability to operate in a fast-paced, multi-stakeholder environment
Strong creative judgment and attention to detail

Requisite Education and Experience / Minimum Qualifications:

University degree in Business/Marketing with 8–10 years of experience
Strong experience across brand marketing, media strategy and consumer insights
Background in integrated campaigns, content and activations preferred
Strong analytical skills with ability to translate data into strategy
Proficiency in Microsoft Office (Word, Excel, PowerPoint)• Passion for sports, culture and sneaker ecosystem

Manager Brand Activation Insights & Media