General Manager - Brand Manager

Excel Hr Services; New Delhi; On-site; INR 3,000,000 - 6,000,000; Full time

Job summary

Airtel Finance seeks a senior brand marketer to define long-term brand strategy across lending, payments and financial services, and to lead integrated campaigns across digital, social, ATL, partnerships and owned channels.

You will build an always-on content ecosystem, develop creator strategies that make Airtel Finance part of everyday conversations, and drive product marketing with cross-functional teams. 8-12+ years of fintech branding experience is required.

Qualifications

• 8-12+ years of brand marketing experience in fintech, banking, payments, ecommerce or quick commerce.
• Experience building modern digital brands beyond advertising campaigns.
• Deep familiarity with creator marketing, content strategy and social-first branding.
• Hands-on understanding of Meta, Google and digital media ecosystems.
• Led successful feature marketing and product launches.
• Knows how to build organic audiences, communities and customer advocacy.
• Combines consumer insight with analytical thinking and business acumen.
• Thrives in fast-moving, high-ownership environments with experimentation.
• Inspires teams, influences stakeholders and turns ambitious ideas into measurable impact.

Responsibilities

• Define the long-term brand strategy and positioning for Airtel Finance across lending, payments and financial services.
• Develop compelling narratives that build trust, preference and salience in a highly competitive category.
• Lead integrated campaigns across digital, social, ATL, partnerships and owned channels.
• Build an always-on content ecosystem that educates, entertains and earns attention.
• Develop creator and influencer strategies that make Airtel Finance part of everyday conversations.
• Identify cultural moments and emerging trends to create relevant, talk-worthy brand experiences.
• Partner with product and growth teams to bring new launches and features to market.
• Craft compelling value propositions that simplify complex financial products into intuitive customer benefits.
• Own end-to-end GTM strategies across app, CRM, paid media and organic channels.
• Lead performance-led brand initiatives across Meta, Google, YouTube and other digital platforms.
• Balance long-term brand building with measurable business outcomes across awareness, consideration, engagement and acquisition.
• Continuously experiment, optimise and scale campaigns using customer insights and data.
• Build organic audiences across social platforms and create communities that drive advocacy and loyalty.
• Foster partnerships with creators, publishers and ecosystem partners to amplify brand influence.
• Partner across product, design, analytics, growth, business and leadership teams to build a consistent customer experience.
• Lead agencies and creative partners while raising the bar on executional excellence.
• Build a high-performing team with strong creative instincts and a bias for action.

Skills

Brand marketing

Digital marketing

Creator marketing

Content strategy

Data-driven decision making

Team leadership

Tools

Meta ads platform

Google Ads

YouTube advertising

Job description

Build the Airtel Finance brand

• Define the long-term brand strategy and positioning for Airtel Finance across lending, payments and

financial services.

• Develop compelling narratives that build trust, preference and salience in a highly competitive category.
• Lead integrated campaigns across digital, social, ATL, partnerships and owned channels.

Make content a growth engine

• Build an always-on content ecosystem that educates, entertains and earns attention.
• Develop creator and influencer strategies that make Airtel Finance part of everyday financial

conversations.

• Identify cultural moments and emerging trends to create relevant, talk-worthy brand experiences.

Drive product and feature marketing

• Partner with product and growth teams to bring new launches and features to market.
• Craft compelling value propositions that simplify complex financial products into intuitive customer

benefits.

• Own end-to-end GTM strategies across app, CRM, paid media and organic channels.

Build digital-first demand

• Lead performance-led brand initiatives across Meta, Google, YouTube and other digital platforms.
• Balance long-term brand building with measurable business outcomes across awareness, consideration,

engagement and acquisition.

• Continuously experiment, optimise and scale campaigns using customer insights and data.

Grow communities and advocacy

• Build organic audiences across social platforms through meaningful storytelling.
• Create communities that drive engagement, advocacy and customer loyalty.
• Foster partnerships with creators, publishers and ecosystem partners to amplify brand influence.

Lead with influence

• Partner across product, design, analytics, growth, business and leadership teams to build a consistent

customer experience.

• Lead agencies and creative partners while raising the bar on executional excellence.
• Build a high-performing team with strong creative instincts and a bias for action.

We're looking for someone who

• Has 8-12+ years of brand marketing experience, with meaningful experience in fintech, banking,

payments, ecommerce or quick commerce.

• Has built modern digital brandsnot just advertising campaigns.
• Is deeply familiar with creator marketing, content strategy and social-first brand building.
• Has hands-on understanding of Meta, Google and digital media ecosystems.
• Has led successful feature marketing and product launches.
• Knows how to build organic audiences, communities and customer advocacy.
• Combines strong consumer insight with analytical thinking and business acumen.
• Thrives in fast-moving, high-ownership environments where experimentation is encouraged.
• Inspires teams, influences stakeholders and turns ambitious ideas into measurable impact.