Brand Marketing Lead- UP

Dainik Bhaskar Group; Lucknow; On-site; INR 2,400,000 - 3,600,000; Full time

Job summary

Dainik Bhaskar Group in Uttar Pradesh seeks a Brand Lead to plan, execute, and scale UP-specific digital and brand initiatives for DB Digital. You will shape brand salience, audience growth, and reader engagement in the region.

The role collaborates with editorial, product, performance teams, and agencies to drive DAU growth, partnerships, and community programs, while maintaining a strong local voice.

Qualifications

• FMCG brand marketing professional with strong digital/e-commerce brand experience.
• Proven track record of scaling consumer brands digitally.
• Experience in managing large regional markets is a strong advantage.
• Knowledge of Hindi is essential (Mother tongue).

Responsibilities

• Conceptualize and execute UP-focused brand campaigns aligned with DB Digital’s national brand strategy.
• Lead ATL/BTL brand initiatives including print, outdoor, radio, digital, activations, and hyperlocal campaigns.
• Ensure consistent brand voice, tonality, and visual identity across media.
• Own digital and social media fan acquisition strategy for UP.
• Drive growth across platforms (Insta, FB, YT, WA) and convert users into daily readers.
• Leverage data and analytics to optimize reach, engagement, and DAU growth.
• Develop strategic tie-ups with brands, platforms, institutions, and local influencers.
• Build reader engagement initiatives: contests, events, and community programs.
• Mentor regional brand and digital marketing team; manage agencies.

Skills

FMCG Brand Marketing

Digital Marketing

E-commerce

Growth Marketing

Job description

About Dainik Bhaskar Group:

Dainik Bhaskar Group is a leading media conglomerate with a diverse presence across print, radio, and digital platforms, reaching 14 states in 4 languagesHindi, Gujarati, Marathi and English.

With a readership of 14 Crore across newspapers, digital, and social platforms, the group holds a prominent position in the Indian media landscape.

Dainik Bhaskar News app is the largest news App and Its flagship publication, Dainik Bhaskar, ranks as India’s #1 and the world’s 3rd largest newspaper by circulation.

Role Objective

The Brand Lead – UP will be responsible for planning, executing, and scaling Uttar Pradesh–specific brand, digital, and social media initiatives for DB Digital (Dainik Bhaskar news App). The role is pivotal in building digital brand salience, audience growth, and deep reader engagement in UP.

Key Responsibilities

1. Brand Strategy s Campaign Management

• Conceptualize and execute UP-focused brand campaigns aligned with DB Digital’s national brand strategy.
• Lead ATL s BTL brand initiatives including print, outdoor, radio, digital, on-ground activations, and hyperlocal campaigns.
• Ensure consistent brand voice, tonality, and visual identity across medium

2. Digital Social Media Growth

• Own digital and social media fan acquisition strategy for UP.
• Drive sustained growth across platforms (Insta, FB, YT, WA, emerging platforms).
• Work closely with editorial, product, and performance teams to convert users into daily active reader
• Leverage data and analytics to optimize reach, engagement, and DAU growth.

3. Audience s Consumer Insights

• Conduct and interpret consumer research, user behavior analysis, and market insights specific to UP.
• Translate insights into actionable brand and content strategies.
• Track audience cohorts, engagement patterns, and consumption habits.

4. Partnerships s Tie-Ups

• Develop strategic tie-ups with brands, platforms, institutions, and local influencers.
• Lead co-branded campaigns and integrations to enhance reach C engagement.
• Identify innovative partnerships to accelerate fan acquisition and reader stickiness.

5. Reader Engagement s Community Building

• Design and manage reader engagement initiatives including contests, digital events, offline meetups, and community programs.
• Build strong regional connectivity and loyalty for DB Digital in UP.
• Strengthen the brand’s relevance among youth, urban, and emerging digital audiences.

6. Performance Tracking s Analytics

• Own KPIs related to DAU growth, fan acquisition, engagement rate, reach, and brand health metrics.
• Regular reporting and review with National Brand Head.
• Use analytics to refine campaigns and improve ROI.

7. Team s Stakeholder Management

• Work cross-functionally with editorial, product, marketing, sales, and agency partners.
• Build and mentor a regional brand and digital marketing team.
• Manage creative, digital, and media agencies for effective execution.

8. Ideal Candidate Profile

• FMCG brand marketing professional with strong digital / e-commerce brand experience.
• Proven track record of scaling consumer brands digitally.
• Experience in managing large regional markets is a strong advantage.
• Knowledge of Hindi is essential (Mother tongue – Hindi.