Brand & Trade Marketing Assistant Manager

About the Role

We are looking for a Brand Manager who will own and drive the brand’s narrative, packaging strategy, trade visibility and demand generation across BTL, digital and CRM channels. The role requires close collaboration with sales, product and external agencies to build strong brand equity and translate marketing efforts into measurable business outcomes at the retail and influencer level.

Key Responsibilities:

Brand Strategy & Communication

• Develop and drive brand positioning, narrative and architecture across product categories
• Translate business objectives into annual brand plans and integrated communication frameworks
• Own brand guidelines including tone of voice and visual identity; ensure consistency across all touchpoints
• Lead end-to-end campaign development including ad films, product films and content series in collaboration with agencies

Packaging Development

• Own packaging strategy aligned to brand identity, category codes, and customer insights
• Work closely with R&D, product and design teams on packaging innovation, material optimisation and sustainability initiatives
• Manage artwork development, statutory, legal compliance and vendor coordination
• Ensure packaging enhances shelf visibility, differentiation and benefit communication

Trade Marketing & BTL Activation

• Design and deploy trade visibility programs, POSM, planograms and seasonal promotions
• Lead on-ground activations such as roadshows, exhibitions and local brand-building initiatives
• Standardise execution frameworks for consistent activation quality across markets

Digital Marketing & Performance

• Own digital and performance marketing across SEO, SEM, social media, and display campaigns
• Drive content strategy, influencer partnerships and creative asset development
• Implement tracking, dashboards and optimise plans to improve lead quality and conversion

CRM & Loyalty Programs

• Own CRM strategy for electrician and retailer engagement programs (apps, loyalty initiatives, incentives)
• Build customer segmentation, lifecycle journeys and trigger-based communication aligned with business goals
• Track engagement, redemption and ROI for loyalty initiatives

Insights, Analytics & Governance

• Define and track KPIs across brand equity, demand generation and engagement programs
• Commission and interpret consumer, trade and competitive research studies
• Drive data-backed decision-making across campaigns and investments

Key Competencies

• Strategic brand thinking and storytelling
• Strong understanding of packaging and retail visibility drivers
• Data-driven mindset with good command over marketing analytics
• Ability to manage agencies, vendors and cross-functional stakeholders
• Strong execution capability with ownership mindset

Desired Candidate Profile

• MBA / PGDM in Marketing or Brand Management (preferred)
• 10+ years of experience in brand management, marketing, or category roles
• Strong exposure to packaging development, BTL activations, and trade marketing
• Hands-on experience with digital marketing, performance media, CRM, and marketing analytics
• Experience in Electricals / FMCG / Durables industries preferred