Brand Marketing Manager

About the Company

Aditya Birla Lifestyle Brands Limited (ABLBL), a part of the Aditya Birla Group, is a leading branded apparel company with a comprehensive portfolio of marquee lifestyle brands.

As of March 31, 2025, the Company operates a retail footprint of over 4.6 million sq. ft., comprising 3,253 exclusive brand outlets, presence across 38,000+ multi-brand outlets, and over 7,000 shop-in-shops in department stores across the country.

The Company's brand portfolio includes India's most established and trusted names – Louis Philippe, Van Heusen, Allen Solly, and Peter England – each with a legacy of over 25 years.

These brands have consistently delivered sustained growth, driven by a sharp focus on design-led innovation, category expansion, and operational excellence across product lines spanning formal, casual, and occasion wear.

ABLBL has built a strong presence in the innerwear and athleisure market through Van Heusen Innerwear, which has rapidly scaled its distribution network across India. The Company's portfolio is further enhanced through strategic partnerships with leading international brands including Simon Carter, American Eagle and Reebok. American Eagle has emerged as one of India's most preferred premium denim brands, while Reebok – transitioned under the Company's management in 2022 – has expanded its footprint across multiple channels. Simon Carter continues to strengthen its position in the premium menswear segment through its distinctive design language and curated collections.

Role Overview

Van Heusen is looking for a Retail Marketing Manager. A passionate and driven individual who can take our brand, with its formidable retail network of over 500 stores, to the next level through building awareness, engagement and experience for consumers.

Someone who is detail-oriented, has a strong bias for action, and savours the sweet victory of beating competition every month by enhancing retail experience and engagement for consumers.

Roles and Responsibilities

1.Driving Retail Growth

• Develop and execute retail marketing plans that drive footfalls, sales and customer engagement across the store network.
• Identify opportunities to improve performance of under-indexing stores through localized marketing interventions.
• Monitor retail business metrics and recommend actions to improve store productivity.

2.Store Launches & Activations

• Lead end-to-end planning and execution of new store launches across markets.
• Conceptualize and execute seasonal campaigns, festive activations, collection launches and consumer engagement programs.
• Partner with influencers, creators and local communities to generate awareness and excitement around stores.

3.Enhancing Consumer Experience

• Continuously identify opportunities to improve the in-store consumer experience.
• Work closely with Visual Merchandising, Retail and Training teams to bring the brand to life in stores.
• Develop initiatives that strengthen customer engagement and brand affinity at the point of sale.

4.CRM & Customer Engagement

• Leverage CRM programs and customer data to drive repeat visits and loyalty.
• Develop targeted customer outreach initiatives to improve engagement and retention.
• Use customer insights to improve the effectiveness of retail marketing programs.

5.Stakeholder & Partner Management

• Collaborate closely with Retail Operations, Product, VM and Training teams to ensure flawless execution of initiatives.
• Work with the Social & Content Lead to amplify retail campaigns and activations.
• Manage agency partners, vendors and event partners to deliver programs on time and within budget.

6.Staying Ahead of Trends

• Keep abreast of emerging retail, consumer and fashion trends.
• Continuously bring fresh ideas and new formats that help Van Heusen remain relevant, engaging and differentiated in the retail environment.

What are we looking for

Our ideal candidate should have a proven track record in retail operations, retail marketing or store management, with a creative bent of mind. The candidate should ideally have 5 to 6 years of experience in this domain.

You're perfect if you:

• Believe that God is in the details
• Are obsessed with beating the competition stores next to us in malls and high streets across the country
• Have a strong bias for action and execution
• Believe that you can win over consumers with great experience at the store (in addition to phenomenal merchandise)
• Have a penchant for brand storytelling
• Work well with both internal and external stakeholders to get things done
• Enjoy solving business problems through creativity, execution and consumer understanding