Brand Manager - Ethnic Wear Segment

- Established in 1928, our client is a leader in the textile and retail business and offers a wide range of the finest quality silk sarees from traditional to contemporary styles. It has earned the patronage of customers across generations. The very first store was set up in Chennai and over the years it has opened multiple stores in major cities of India including Delhi, Mumbai, Bengaluru, Kochi, Ahmedabad, Kolkata, Hyderabad and has presence across US, Singapore and Canada.

- This $100M retail chain has now been passed on to the younger generations who have international experience having worked at McKinsey & Company, Chicago. However the brand has remained a favourite among celebrities to the common people, thanks to its commitment to quality, craftsmanship and value based pricing.

- As a Brand Manager, you will be responsible for refreshing an iconic 95-year old brand for the new, dynamic marketing age.

What you will do :

- Owning the annual marketing budget; building a marketing plan and calendar to execute against sales goals; using of budgets and resources across marketing communication mix

- Setting up marketing input and output goals; designing, tracking and analyzing metrics for all marketing activity; doing post campaign analysis, ROI and reporting

- Creating & following brand manual, values, design guidelines and ensuring all creative collateral adheres to same

- Developing the category's editorial direction, style guidelines, merchandising calendar, collateral/ photoshoot calendar, promotions, packaging

- Managing brand delivery and consistency in visuals and tone across all communication mix

- Creating innovative and scalable marketing campaigns from ideation to execution, including content marketing, social engagement and offline event exposures

- Working with external partners (creative agencies, production houses, fashion photographers, models, stylists, merchandizers, etc.) where needed to build impactful marketing

- Briefing the externals, comparing & negotiating vendor costs; taking full ownership for driving outcomes with internal or externals; ensuring deliverables are executed on time and on budget

- Overseeing execution of ATL and BTL activities for brand, both online and offline

- Overseeing the creative production of any artwork/ collateral before publication in any form

- Managing blocking issues, providing escalation management, anticipating and making trade-offs, and meeting committed delivery timelines

- Developing a clear social media strategy appropriate for the brand and suitable to each medium

- Identifying, liaising and managing influencers via social media channels to help brand increase brand awareness and credibility

- Nurturing relationships with fashion editors, guerilla PR strategies to drive brands organic coverage

- Building a strong brand experience for the customer through customer-centric initiatives (eg: loyalty program, omnichannel activations, gamification, offline events etc) that improve brand quotient and sales goals

- Reaching new audiences by revitalizing the brand and adopting a creative and innovative approach

What you need to have :

- Bachelors or Master's Degree in Marketing or related field

- 4+ years in marketing field and 1+ years as a brand manager for a consumer-facing brand

- Prior experience on creative development process, including content and campaign creation and execution

- Contacts in industry with agencies, production houses, fashion photographers, media buying houses etc

- Strong consumer focus, result-oriented, and bias for action

- Sound business acumen and intuition about fashion brands and ecommerce

- Hands-on understanding of ATL, BTL and digital channels

- Good leadership interactions ability; will interact directly with MD, Store GMs, cross-functional collaborators