Lead Brand & Communication

Job Description

1. Brand Strategy & Positioning

. Build and execute the brand strategy for wires and retail-focused cables.

. Define brand positioning, messaging architecture, and value propositions.

. Lead annual brand plan and campaign roadmap.

2. ATL & Digital Campaign Leadership

. Lead creative development for TV, print, OOH, radio, and digital films.

. Work with Media & Digital teams on planning, buying, and impact measurement.

. Ensure integrated storytelling across ATL, Digital, and BTL.

3. Social Media & Digital Content

. Own content calendar, platform strategy, and creative direction for social media.

. Guide agencies and Digital Executive on content creation and engagement.

. Oversee website content, videos, and digital brand assets.

4. Retail & Electrician BTL Activation

. Create BTL toolkits: POS, GSB, demo kits, retailer/electrician collaterals.

. Align with Sales & regional BTL teams for consistent, high-quality execution.

. Drive retailer and influencer-facing brand visibility initiatives.

5. Product & Packaging Communication

. Translate product features into simple, compelling consumer benefits.

. Lead pack communication: claims, color coding, trust cues, icons.

. Ensure consistency across pack, ATL, BTL, and digital messaging.

6. Content & Creative Development

. Develop brand films, product videos, brochures, and retail content.

. Manage creative and digital agencies to deliver high-quality assets.

. Maintain unified brand voice, visual identity, and design quality.

7. Consumer Insights & Market Understanding

. Partner with Market Research on insight mining (IHBs, electricians, retailers etc.)

. Track brand health: awareness, preference, imagery, and message resonance.

. Apply insights to sharpen creative briefs and brand direction.

8. ROI, Outcomes & Performance Tracking

. Define KPIs for ATL, digital, and BTL programs (awareness, engagement, footfall, influence).

. Track campaign ROI, retail lift, electrician response, and brand metrics monthly.

. publish dashboards and recommend optimizations to improve outcomes.

9. Business Impact

. Drive business outcomes by managing demand-generation levers and alignment of marketing investments with business outcomes to deliver business's revenue and profitability targets