Dr Lal PathLabs - Senior Manager - Brand Marketing

Description: We are looking for a hands-on Brand Manager who will own brand communication, creatives, and offline media. This role focuses on building strong brand visibility through central and hyperlocal ATL campaigns, high-quality creative execution, and deep on-ground consumer understanding to drive footfalls and repeat visits. The role requires high ownership, speed of execution, and strong market immersion, with the ability to convert insights into action quickly.
Key Responsibilities
Creative Development & Brand Communication
- Lead creation of offline and digital creatives across all internal and external touchpoints.
- Coordinate with agencies and in-house teams to deliver hyperlocal, seasonal, and centre-specific creatives (posters, standees, brochures, wall creatives, centre branding etc).
- Introduce new formats, innovations, and display units to improve visibility and trust in-store and online.
- Set SOPs and quality benchmarks for centre branding (CC/ franchisee) including fa- ade, interiors, wayfinding, counters, and waiting areas.
- Actively work on to develop and ensure compliance with centre branding guidelines with project team.
ATL Campaigns Central & Local

- Design and execute ATL campaigns to build brand visibility and drive walk-ins.
- Create annual and region-specific ATL strategies, including planning, budgeting, flighting, execution, reporting and payments.
- Leads with accountability, effectively managing agencies as extended teams to translate briefs into high-quality execution within defined timelines
- Ensure end-to-end accountability for invoicing, billing, and documentation, with timely clearances through effective agency and internal stakeholder coordination
- Decide the right mix of central vs local campaigns using print, radio, OOH, RWAs, gate arches, and on-ground activations and upcoming mediums.
- Work closely with sales team / growth managers / heads and to identify underperforming centres/ focus areas and deploy targeted growth initiatives.
- Work closely with lab heads, regional sales teams, and channel team to understand local needs.
Insights, Reporting & Improvement
- Build a framework to measure campaign and activation impact at centre and local levels.
- Use consumer feedback, audits, and market observations to improve brand experience and communication.
- Run monthly creative reviews and pipeline planning to ensure smooth operations and deliverability.
Stakeholder & Partner Management
- Work closely with sales, lab heads, franchise partners, regional teams, and agencies.
- Ensure clear briefs, timelines, and accountability across all stakeholders.
- Support and manage company events as required.
Centre Branding & Consumer Experience
- Assist in develop centre branding guidelines and ensure implementation / compliance.
- Ensure implementation and consistent brand experience across centres and markets
- Track centre performance metrics: walk-ins, NPS, branding quality score.
Ideal Candidate Profile
- 8-15 years of experience in brand marketing, creative management, ATL/offline or hyperlocal marketing.
- Highly execution-focused with strong adherence to timelines (bias for action).
- Strong experience in media strategy, planning, and execution.
- Comfortable working on-ground and visiting centres and markets regularly.
- Insight-led, proactive, and strong in ownership (looking for person with multiple ways to close things) and stakeholder management.