Brand Manager

Ather Energy; Bengaluru; On-site; INR 2,500,000 - 4,000,000; Full time

Job summary

Ather Energy in Bengaluru (Corporate office) is seeking a Brand Manager to shape brand strategy, drive GTM for new models, and translate technical product features into compelling human stories. You will lead campaigns, oversee assets, manage alliances, and coordinate with Product Planning, Creative, PR, Media, and sales teams to ensure a seamless brand experience from online to experience centres.

The role requires 6–8 years in brand management, an MBA in marketing, and a passion for automotive

Qualifications

• MBA in marketing from tier 1/2 institutes.
• 6–8 years in brand management with a brief stint in sales, preferably automotive or hardware products.

Responsibilities

• Define and maintain the product line's unique value proposition aligned with the Mother Brand and market trends.
• Conceptualize and execute thematic brand campaigns to strengthen positioning and aspiration.
• Oversee creation of brand assets and on-ground execution of campaigns.
• Ensure a seamless brand experience from website to experience centres.
• Lead GTM planning and end-to-end launches, including pricing and integrated campaigns.
• Translate product features into compelling brand stories.
• Drive demand and identify business opportunities through consumer insights.

Skills

Brand storytelling

Brand strategy

Digital marketing

Campaign management

Data-driven insights

Education

MBA in marketing

Job description

Location: Corporate office, Bangalore (IBC Knowledge Park)

Reporting to: Brand Lead

Team Name: Brand Marketing Team

About the Team and the Role

The Brand Marketing Team at Ather is responsible for defining and maintaining unique product value propositions, executing thematic brand campaigns, and delivering seamless brand experiences across both digital platforms and physical experience centres. This role is for a Brand Manager who will drive brand strategy, manage Go-to-Market (GTM) for new product launches, analyze competitor trends, and scale conversions across the brand funnel.

Responsibilities:

• Brand strategy & positioning
• Define and maintain the unique value proposition for the product line, ensuring alignment with the Mother Brand identity while staying relevant to market trends.
• Conceptualize and execute thematic brand campaigns to strengthen brand positioning, salience & aspiration
• Oversee the creation of brand assets (films, key visuals, social content, point-of-sale-materials) & on ground execution of campaigns.
• Ensure a seamless brand experience from website to the experience centres.
• Manage brand alliances & associations
• Go-to-Market (GTM) planning
• Lead the launch of new models end-to-end, including pricing strategy and integrated marketing campaigns.
• Translate technical product features into compelling, human-centric brand stories.
• Drive demand for the product line as per business goals
• Identify key business problems / opportunities; Draw actionable consumer insights & solutionize
• Conduct deep-dive analysis into competitor moves, pricing fluctuations, and emerging consumer behaviors
• Mine through large data sets to identify & predict trends; make more-informed business decisions
• Improve conversion across the brand funnel from the point of awareness to acquisition
• Provide assistance to zonal marketing teams on monthly / quarterly business planning and sales training teams on product pitch basis evolving business scenario
• Liaison with Product Planning, Research, Creative, PR, Media, Event, Program, Training and Zonal teams. Act as the "voice of the brand" to ensure product delivery matches brand promises

Experience and Qualifications:

• An MBA degree in marketing (or related stream) from tier 1/2 institutes
• Experience of 6 - 8 years in brand management (with a brief stint in sales) preferably in automotive or any hardware product industry

Must Have Competencies:

• Strong brief-writing skills. Knack of picking consumer insights through data, interactions and observations & translating them into sharp marketing briefs
• Exceptional storytelling skills
• Deep understanding of digital customer journeys, including social media trends and lead-generation funnels
• Proven ability to manage large-scale integrated campaigns and multi-agency partnerships under tight deadlines

Good to Have Competencies:

• Omnichannel media planning across both online and offline platforms
• Retail trade and sales operations

Want to know more?

At Ather, we’ve built India’s first intelligent scooter, from scratch. Based on the philosophy of clean design and smart technology, we are transforming the urban commute experience. We are expanding in India, and in the coming years, we look forward to scaling up and launching more products globally. Today, our product offerings include the Ather 450X, 450S, 450 Apex, and Rizta. Beyond the product, we are also setting up an extensive charging network and re-imagining end-to-end ownership experience. To know more, check out our Careers site and our Substack.

Be You, With Us

The Ather story doesn't write itself - our people do. We believe everyone is equal, but not the same. Diversity is our strength, and building an inclusive and equitable workplace begins with acknowledging and embracing our differences. We are an equal opportunity employer, and our team reflects a wide range of identities, experiences, and perspectives - all united by a shared passion to shape the Ather journey.