Manager Brand Marketing

Smart Source; Mumbai; Hybrid; INR 1,200,000 - 1,800,000; Full time

Job summary

Smart Source is seeking a seasoned brand marketing professional to shape and execute our brand strategy across multiple channels. You will lead integrated campaigns, work with agencies, and ensure consistent brand messaging aligned with business goals.

The role includes development of creative assets, consumer insights, and cross-functional collaboration to drive brand health, retail communication, and campaign performance across markets.

Qualifications

• MBA/PG Marketing or related discipline.
• Experience in brand marketing and integrated marketing communications.
• Experience in consumer-facing industries preferred.

Responsibilities

• Support the development and execution of brand strategy aligned with business priorities.
• Strengthen brand positioning, relevance, and consideration among target audiences.
• Translate business objectives and consumer insights into communication plans.
• Ensure consistency in brand identity, messaging, and visual guidelines across touchpoints.
• Act as a brand custodian and review communications from internal and external teams.
• Lead end-to-end planning and execution of integrated brand campaigns across channels.
• Develop briefs, partner with agencies, manage timelines, approvals, production, and reviews.
• Ensure campaigns are on time, within budget, and meet quality standards.
• Lead development of creative assets and evaluate concepts for strategic fit.
• Leverage consumer research and market trends to inform decisions.
• Monitor retail and point-of-sale communication and impact.
• Manage relationships with agencies and production partners.
• Collaborate cross-functionally with product, sales, finance, and regional teams.

Skills

Brand marketing

Integrated marketing

Campaign planning

Agency management

Budget management

Stakeholder management

Project management

Education

MBA/PG Marketing

Job description

Role & responsibilities:

Key Responsibilities

1. Brand Strategy & Management

• Support the development and execution of brand strategy aligned with business priorities.
• Strengthen brand positioning, relevance, and consideration among target audiences.
• Translate business objectives and consumer insights into communication plans.
• Ensure consistency in brand identity, messaging, and visual guidelines across all touchpoints.
• Act as a brand custodian and review communications developed by internal and external teams.

2. Integrated Brand Campaigns

• Lead end-to-end planning and execution of integrated brand campaigns across ATL, BTL, digital, retail, and on-ground channels.
• Develop campaign briefs based on business objectives and audience insights.
• Partner with creative agencies to develop campaign concepts, advertising assets, and communication materials.
• Manage campaign timelines, approvals, production, deployment, and performance reviews.
• Ensure campaigns are delivered on time, within budget, and to agreed quality standards.

3. Creative Development & Production

• Lead the development of creative assets for brand, product, and promotional communication.
• Evaluate creative concepts for strategic fit, consumer relevance, and effectiveness.
• Manage production of brand films, print communication, retail assets, and other marketing collateral.
• Work closely with agencies, production partners, and internal stakeholders throughout the development process.
• Ensure all creative output aligns with brand strategy and guidelines.

4. Consumer & Market Insights

• Leverage consumer research, brand tracking, category trends, and competitive intelligence to inform marketing decisions.
• Partner with research agencies to conduct concept testing, campaign evaluation, and brand health studies.
• Monitor shifts in consumer behavior, market dynamics, and cultural trends.
• Translate insights into actionable recommendations to improve communication effectiveness.

5. Retail & Point-of-Sale Communication

• Develop and manage retail and point-of-sale communication aligned with brand priorities.
• Translate campaign ideas into impactful retail visibility and communication assets.
• Partner with sales and regional teams to ensure effective deployment across markets.
• Develop communication toolkits to drive consistency across channels and partner locations.

6. Agency & Partner Management

• Manage relationships with creative, production, research, and activation agencies.
• Develop clear briefs with defined objectives, deliverables, and timelines.
• Drive agency performance through regular reviews and constructive feedback.
• Ensure high-quality delivery within agreed timelines and budgets.

7. Cross-functional Collaboration

• Work closely with product, sales, customer experience, legal, finance, procurement, corporate communications, and regional teams.
• Align stakeholders on campaign objectives, timelines, and deliverables.
• Present campaign recommendations and performance updates to management.
• Ensure smooth execution through strong project management and stakeholder alignment.

8. Budget Management

• Manage assigned brand marketing budgets and ensure efficient utilization.
• Track campaign expenditure and maintain compliance with procurement and finance processes.
• Evaluate agency and vendor proposals to optimize value and effectiveness.
• Drive cost efficiencies without compromising creative quality or execution.

Key Performance Indicators

• Improvement in brand awareness, consideration, and brand health metrics.
• Timely and within-budget delivery of campaigns.
• Campaign effectiveness and communication impact.
• Quality and consistency of brand communication.
• Retail communication and execution excellence.
• Effectiveness of agency partnerships.
• Stakeholder satisfaction and cross-functional collaboration.
• Actionable campaign learnings and continuous improvement.

Required Qualifications & Experience

• MBA/Postgraduate qualification in Marketing, Communications, or a related discipline.
• experience in brand marketing, integrated marketing communications, or consumer marketing.
• Experience in consumer-facing industries such as media & entertainment, telecommunications, consumer technology, FMCG, e-commerce, or financial services preferred.
• Strong understanding of brand strategy, creative development, advertising production, consumer research, and retail communication.
• Experience managing creative agencies, production partners, and research agencies.
• Strong project management, communication, and stakeholder management skills.
• Experience managing marketing budgets and commercial processes

Preferred candidate profile