Regional Marketing Manager

About Bharat Taxi

Namma Yatri, built and operated by Moving Tech, is the tech, marketing and strategy partner for Bharat Taxi. Namma Yatri, the world's largest open mobility platform, runs community-led mobility platforms like Namma Yatri (Bengaluru), Yatri Sathi (Kolkata), Chennai One, Odisha Yatri, and Kerala Savari, and is now powering Bharat Taxi with the same open, people-first DNA. These platforms, pioneers of a zero-commission, have completed 130M+ trips with driver earnings of over 2,200 Cr.

Bharat Taxi aims to be the Amul for Mobility - a people-first, cooperative-based taxi initiative backed by the Government of India - Ministry of Cooperation that offers safe, affordable, and dignified mobility at scale. It brings drivers together on a common platform so they can earn fairly while serving riders with trust and transparency

Role Summary

Bharat Taxi is appointing a Regional Marketing Manager to own and shape all communication across the ecosystem Brand, Drivers, and Customers.

The Regional Marketing Manager will act as the single source of creative truth, ensuring that all communication is:

Clear and honest

Respectful to drivers and customers

Consistent across touchpoints

Aligned to Bharath Taxi's long-term vision

This is not an execution-only role.

It is a thinking, owning, and guiding role.

Core Responsibilities

1. Brand & Narrative Ownership

Define and evolve Bharath Taxi's core narrative, positioning, and tone of voice

Own the brand pillars, messaging frameworks, and key communication lines

Ensure consistency across all platforms: app, ads, social, on-ground, PR, and internal communication

Act as the brand custodian, protecting clarity and credibility

2. Driver Communication (Primary Focus)

Own end-to-end communication for drivers (onboarding, retention, trust, engagement)

Translate brand philosophy into driver-first, real-world language

Define and operationalise key pillars (e.g., trust, fairness, participation)

Guide creation of driver-facing content: videos, scripts, WhatsApp, in-app copy, on-ground material

Ensure all driver communication is non-manipulative, non-aggressive, and dignity-led

3. Customer Communication

Shape customer-facing messaging across acquisition, education, and retention

Balance trust, reliability, and ease without discount-led or hype-led narratives

Align customer communication with driver values (no contradiction between sides)

4. Campaign & Content Direction

Conceptualise and lead integrated campaigns (brand + driver + customer)

Create creative briefs and guardrails for:

o Internal teams

o External agencies

o Production partners

Review, refine, and approve creative outputs to ensure alignment with narrative and tone

5. Cross-Functional Collaboration

Work closely with:

o Marketing & Business leadership

o Marketing & growth teams

o Product & app teams

o Operations & driver support

Translate business priorities into clear creative direction

Provide creative input into product flows, onboarding journeys, and service communication

6. Agency & Partner Management

Act as the creative decision-maker for all agencies and freelancers

Evaluate, onboard, and guide external creative partners

Ensure agencies execute Bharath Taxi's thinking, not generic category playbooks

What This Role Is Not

Not limited to social media or advertising

Not a copywriting-only role

Not execution without ownership

Key Deliverables (Indicative)

Brand narrative & messaging framework

Driver communication system & playbook

Customer communication guidelines

Campaign concepts & creative direction

Content & tone of voice guidelines

Ongoing review and refinement of all communication outputs

Success Metrics (Qualitative & Quantitative)

Consistency and clarity of communication across touchpoints

Increased Driver & Customer trust, engagement, and advocacy

Improved customer understanding and confidence in the brand

Reduced disconnect between brand promise and ground reality

Ideal Profile

812+ years in brand, communication, or marketing roles

Experience across brand + performance + product communication

Has worked in or understands:

o Mobility / gig economy / platforms

o Mass Indian audiences

o Vernacular and Hindi-first communication

Strong narrative thinking; not trend-driven

Comfortable challenging briefs and pushing for clarity

Respects dignity of labour and avoids manipulative growth tactics

Working Style & Expectations

High ownership, low micromanagement

Regular interaction with leadership

Comfortable operating in ambiguity and building from first principles

Willing to spend time understanding drivers and ground realities

Reporting & Governance

Reports directly to Marketing Head & Zonal Business / Operations Head

Acts as final creative authority, with business alignment

Operates independently but collaboratively