About Oben Electric
Oben Electric builds electric motorcycles for everyday Indian riders. We focus on performance, dependability, and making daily commuting more engaging. As we expand across cities, the brand team plays a critical role in driving both desire and dealership footfalls.
Role Overview
The Brand Manager will own brand campaigns that move the needle on awareness, consideration, and showroom walk-ins. This role blends sharp brand thinking with execution discipline, ensuring campaigns are not just creative, but measurable and ROI-driven.
You will work closely with sales, performance marketing, regional teams, agencies, and creators to deliver campaigns that support Oben's growth across markets.
Key Responsibilities:
Campaigns & GTM Execution
- Lead integrated brand campaigns for product launches, festive periods, and key brand moments.
- Plan and execute GTMs aligned to dealership expansion, city launches, and regional priorities.
- Build campaign narratives that clearly connect brand storytelling to test rides and footfalls.
- Own campaign timelines, budgets, and execution across channels.
Brand Films & Creative Direction
- Conceptualise ideas for brand films, launch films, and short-format videos.
- Work with creative agencies and production partners from ideation to final delivery.
- Ensure all creative work reflects Oben's positioning and appeals to urban commuters.
Micro Social & Localised Campaigns
- Plan micro social media campaigns tailored to specific cities, regions, and dealership clusters.
- Collaborate with social and performance teams to convert brand content into traffic and leads.
- Use customer stories, city insights, and cultural moments to drive relevance.
Media Planning & Offline Visibility
- Have a working understanding of media buying across billboards, newspapers, and TV.
- Coordinate with media agencies to plan high-impact, location-led offline media.
- Ensure outdoor and print campaigns are mapped to dealership catchment areas.
- Track effectiveness of offline media in driving showroom awareness and visits.
Influencer & Creator Partnerships
- Identify and collaborate with influencers relevant to commuting, motorcycles, tech, and lifestyle.
- Design influencer campaigns that drive curiosity, test ride intent, and showroom visits.
- Build longer-term creator relationships aligned with Oben's brand voice.
- Measure influencer impact beyond views, including engagement quality and footfall influence.
Cross-Functional Collaboration
- Work closely with sales and dealer teams to align brand campaigns with on-ground execution.
- Partner with performance marketing to link brand activity with leads and test rides.
- Coordinate with PR to amplify key brand stories and milestones.
KPI & Success Metrics
The Brand Manager's success will be measured on brand impact + business outcomes.
Campaign Performance
- Increase in brand awareness and consideration across key markets.
- Engagement quality on brand campaigns (views, watch time, shares, saves).
- Timely delivery of campaigns within planned budgets.
Footfall & Business Impact
- Incremental showroom footfalls driven during and post campaigns.
- Test ride uplift during GTM and city-level brand campaigns.
- Cost per footfall improvement over time through smarter media and targeting.
- Strong linkage between brand bursts and lead quality.
ROI & Efficiency
- Clear ROI reporting for brand campaigns and offline media spends.
- Ability to justify spends with outcome-based metrics, not just impressions.
- Improved performance of repeatable campaign formats across cities.
Influencer & Content Effectiveness
- Engagement rate and relevance of influencer content.
- Consistent test ride or showroom mentions driven by creator campaigns.
- Growth of Oben's owned content library for reuse across channels.
Brand Consistency
- Consistent brand tone and quality across digital, offline, dealerships, and media.
- Positive feedback from internal teams, dealers, and partners on brand clarity.
What We're Looking For
- 4 years of experience in brand marketing, preferably in auto, EV, or consumer brands.
- Strong campaign thinking with an understanding of how brands drive business outcomes.
- Hands-on experience with agencies, creators, and media partners.
- Comfort working with numbers, dashboards, and post-campaign reports.
- High ownership mindset and ability to work across fast-moving teams.
