Associate Director/Director/Lead - Marketing - Modern Retail & Convenience Store

Description:

Location: Bengaluru, Karnataka (on-site)

Experience: 10-15 years

About the Role:

We are hiring an experienced Marketing professional leader with experience in ATL, BTL and traditional marketing for a client in the modern retail and convenience store industry.

As Marketing Lead (AD/D), you will own brand equity across both sides of the ecosystem driving consumer awareness and frequency while positioning the brand as the most attractive entrepreneurial opportunity in its catchments.

Over 12-18 months, you will:

• Increase consumer brand awareness and positive Top-of-Mind (TOM) recall
• Drive visit frequency and emotional connect with households
• Build credibility and trust among potential entrepreneurs
• Define and institutionalize brand metrics across audiences
• Enable scalable brand execution with standardized assets and frameworks

Key Responsibilities:

Consumer Brand: Mental Availability & Frequency:

• Drive catchment-level awareness growth
• Build positive TOM during purchase triggers
• Improve visit frequency and emotional connect
• Deliver hyperlocal marketing toolkits and brand health dashboards

Entrepreneur Brand: Attractiveness & Trust:

• Position the brand as a top recall choice for aspiring entrepreneurs
• Articulate value proposition and income model
• Amplify success stories and build credibility narratives
• Deliver landing pages, testimonial libraries, and case studies

Brand Architecture for Dual Audiences:

• Define consumer and entrepreneur brand voices
• Create unified but audience-specific messaging
• Ensure shared core values across communication

Measurement Framework:

• Establish consumer metrics: awareness %, TOM %, visit frequency, repeat customer %
• Establish entrepreneur metrics: inquiry volume, cost per qualified lead, application-to-approval ratio, trust perception

Scalable Brand Execution:

• Build brand asset libraries and standardized templates
• Ensure consistent identity across clusters
• Support expansion campaigns

Ideal Candidate Profile:

• 10-15 years in consumer & retail brand building.
• Experience in franchise/distributed models preferred.
• Proven ability to build both consumer and partner-side narratives.
• Strong expertise in ATL, BTL, and traditional marketing campaigns.
• Highly data-driven with an experimentation mindset.
• Strong cross-functional collaboration with Growth, Ops, and Founders.

Why Join:

• Shape how the brand feels to customers and communities
• Be part of high-energy events that make a real difference
• Enjoy creative freedom to bring ideas to life
• Learn and grow in a dynamic, fast-paced environment

Industries of Preference:

We are seeking candidates with experience in:

• E-commerce
• Fintech
• Direct-to-Consumer (D2C)
• Retail & Lifestyle Brands
• QSR (Quick service restaurant)
• Food

Note:

If your profile matches, we will reach out to you for further discussion. The interested professionals should be currently living in Bengaluru.