*Please note this role would be for Softsens Division.
Role Overview
The Brand Manager – Integrated Marketing will serve as the Marketing Head's key business partner, driving the execution of the overall marketing strategy across online and offline channels. The role will be responsible for ensuring seamless collaboration between Brand, Digital Marketing, Shopper Marketing, Strategic Partnerships, Influencer Marketing, PR, Product Development, Sales, and external agencies to deliver integrated marketing initiatives that drive brand awareness, consumer acquisition, product trials, and business growth.
Key Responsibilities:
Integrated Marketing Leadership
- Partner with the Marketing Head to develop and execute the annual marketing strategy across all consumer touchpoints.
- Lead integrated marketing initiatives across Digital Marketing, Social Media, Influencer Marketing, Shopper Marketing, Strategic Partnerships, PR, Offline Marketing, Events, Retail, and E-commerce.
- Ensure alignment between online and offline marketing initiatives to deliver a consistent consumer experience and maximize business impact.
- Translate marketing objectives into executable cross-functional plans.
- Build and drive marketing calendars aligned with business priorities and commercial objectives.
Brand & Campaign Management
- Lead end-to-end planning and execution of integrated brand campaigns.
- Develop annual and quarterly campaign roadmaps across ATL, BTL, Digital, Retail, Partnerships, Influencer Marketing, and PR.
- Review campaign performance and optimize investments based on business impact.
- Work closely with Creative, Media, Digital, and Sales teams to ensure flawless execution.
- Ensure brand consistency across every consumer touchpoint.
Product Development & Launch Management
- Support new product development from concept to commercialization.
- Coordinate packaging development, artwork approvals, claims implementation, regulatory updates, and launch readiness.
- Work closely with R&D, Packaging Development, Supply Chain, Commercial, and Sales teams to ensure timely product rollouts.
- Develop go-to-market strategies for new product launches.
- Ensure all marketing assets, communication, and visibility plans are launch-ready before commercialization.
- Identify consumer trends and market opportunities to support future product innovation.
Shopper Marketing & Retail Excellence
- Define shopper marketing strategy across GT, MT, and E-commerce.
- Oversee retail activations, POSM deployment, visibility programs, dealer boards, consumer promotions, and sampling initiatives.
- Review market execution through regular market visits and audits.
- Drive marketing initiatives that improve retail visibility, consumer engagement, conversion, and marketing-led offtake.
- Oversee promoter training, capability development, and performance to ensure best-in-class execution, consumer engagement, and in-store conversion
Strategic Partnerships & Institutional Marketing
- Define and drive the overall partnerships strategy across retailers, schools, experiential brands, and strategic alliance partners.
- Guide the team in identifying new partnership opportunities that enhance brand awareness, consumer acquisition, product trials, and business growth.
- Review partnership performance, ROI, and expansion opportunities across priority markets.
- Ensure partnership initiatives are effectively amplified through Digital Marketing, Influencer Marketing, PR, Retail, and Sales channels.
Team Leadership
- Lead, coach, and develop the Assistant Managers across Shopper Marketing and Strategic Partnerships.
- Provide strategic direction, mentoring, and performance management to build a high-performing marketing team.
- Allocate responsibilities across offline marketing, shopper marketing, strategic partnerships, institutional marketing, and product launch initiatives.
- Foster collaboration across Marketing, Sales, Digital Marketing, Product Development, Supply Chain, Finance, and external agencies.
Agency & Vendor Management
- Manage creative agencies, digital agencies, media agencies, activation partners, fabrication vendors, printers, promoters, and event partners.
- Evaluate agency performance against defined KPIs.
- Negotiate commercials and ensure cost-effective execution.
- Build strong long-term relationships with external partners.
Budget & Performance Management
- Own the annual marketing budget across assigned functions.
- Track campaign effectiveness, marketing ROI, and business impact.
- Develop dashboards to measure brand awareness, consumer acquisition, retail execution, partnership effectiveness, and marketing-led sales growth.
- Present regular business reviews and strategic recommendations to leadership.
Technical Skills and Knowledge:
- 5-6 years of experience in Brand Management, Integrated Marketing, Shopper Marketing, Trade Marketing, BTL Marketing, Strategic Partnerships, Product Marketing, or Marketing Operations.
- Strong understanding of integrated online and offline marketing.
- Experience managing product launches, packaging development, and cross-functional projects.
- Proven experience leading and developing teams.
- Strong commercial acumen, analytical thinking, and project management skills.
- Excellent communication, presentation, and stakeholder management capabilities.
- Willingness to travel extensively across markets.
