Brand Manager

ABOUT THE ROLE

Nalli is a 95-year-old heritage silk brand with a growing ecommerce business and 80+ retail stores. We need a marketer who can hold two things at once — the discipline of structured brand management and the hands-on ability to grow social channels, run influencer programmes, build retention through email and WhatsApp, and bring a fresh brand lens to how Nalli shows up across digital and physical touchpoints.

This is a hybrid role that spans Nalli.com, our in-house designer label (Designed By Nalli), and retail store marketing support. You need to be equally comfortable writing a brand positioning document and posting an Instagram Story that drives traffic.

KEY RESPONSIBILITIES

Brand strategy & creative

•Own and evolve Nalli's brand positioning, tone, and visual identity across digital and physical touchpoints.

•Develop campaign concepts for key moments — Diwali, wedding season, festive drops, new collections — grounded in brand insight, not just trending formats.

•Brief and coordinate with the in-house design team and external creative partners for campaign production.

Social media & community

•Own social strategy and execution across Instagram, YouTube, Pinterest, Facebook — content calendar, channel growth, community engagement.

•This is hands-on: you plan content, approve creatives, track performance, and course-correct — not just set the strategy.

•Grow channels with targets tied to traffic and revenue.

Influencer & PR

•Run Nalli's influencer programme end-to-end — sourcing, negotiation, briefing, content approval, ROI tracking.

•Build long-term ambassador relationships across fashion, lifestyle, bridal, and cultural segments.

•Manage PR and earned media opportunities where relevant.

Retention marketing

•Own email and WhatsApp marketing — campaigns, segmentation, automation flows, lifecycle journeys, revenue attribution.

•Hands-on with tools like Netcore, Klaviyo, WebEngage, or MoEngage — not just strategy.

Store & DBN marketing support

•Help retail stores rethink how they promote themselves — bring a brand lens to local advertising and digital footfall campaigns.

•Coordinate newspaper ad creation with the in-house design team.

•Support DBN's in-house saree designers with launch marketing — campaign planning, social content, influencer seeding.

WHAT WE'RE LOOKING FOR

•Brand-trained: has worked in brand management at a D2C or strong consumer brand — understands positioning, campaign development, and brand equity.

•Channel operator: has personally grown social accounts, run influencer campaigns, and built email/WhatsApp flows — not just managed them from a deck.

•Executor, not just strategist: writes the brief and also checks the final post.

•Numbers-literate: tracks engagement rate, influencer ROI, email revenue, repeat purchase rate — knows what CAC and LTV mean.

•Heritage-sensitive: understands how to make a 95-year-old brand matter to a 28-year-old buyer without losing what makes it Nalli.

MANDATORY SKILLS

•Brand management experience at a consumer or D2C brand.

•Hands-on social media growth with measurable results.

•End-to-end influencer programme experience.

•Email and WhatsApp marketing — segmentation, automation, lifecycle, attribution.

•Content planning and creative briefing across digital and print.

BACKGROUND & QUALIFICATIONS

We're looking for candidates who have built and grown brands in digital-first or D2C environments. Agency-side candidates are welcome if they've owned brand and organic execution for consumer clients, not just campaign production.

•6–8 years spanning brand management and digital / organic growth.

•Graduate in any discipline; marketing or communications background preferred.

•Portfolio showing both brand strategy work and measurable channel growth.