Brand Manager

Industry Background

Candidates should come from categories where brand equity, specification-led selling, and channel/dealer marketing all coexist

Experience

• Total experience: 10-16 years, with a minimum of 4-6 years in a Brand Manager / Senior Brand Manager / Head of Brand or Marketing role carrying full P&L or budget ownership
• Brand-building track record: demonstrable experience taking a brand from low or moderate awareness to a recognised, trusted name ideally including at least one ground-up brand launch or major repositioning
• B2B and B2B2C fluency: comfortable marketing to architects, fabricators, and OEMs as well as to dealers, retailers, and end consumers within the same role
• Team and agency management: experience leading a small marketing team plus managing creative, digital, PR and events agencies

Core Responsibilities

Brand Strategy

• Define brand positioning, architecture, and identity for the company across product lines (decorative, architectural, kitchen & home, industrial, OEM).
• Build the master brand narrative and differentiation story versus Jindal Stainless and other organised players.
• Own brand guidelines and ensure consistency across manufacturing plants, service centres, dealers, and digital touchpoints.

Marketing

• Build the annual marketing plan and calendar, aligned to sales and production capacity ramp-up.
• Own market research, customer insight generation, and brand tracking (awareness, consideration, NPS/recall).
• Plan and execute above-the-line and below-the-line campaigns across trade, architect, and consumer segments.

Digital Marketing

• Own website, SEO/SEM, marketing automation, CRM-led lead nurturing, and social media strategy.
• Build always-on content for LinkedIn (B2B/OEM audience) and Instagram/YouTube (design and consumer audience).
• Set up and monitor a dealer-locator and lead-routing system connecting digital enquiries to the distributor network.

Channel Marketing

• Design dealer/distributor branding programmes signage, showroom identity, co-op marketing funds, loyalty and incentive schemes.
• Run channel engagement events, dealer meets, and recognition programmes to build advocacy in a competitive dealer landscape.

Architect & Designer Marketing

• Build and run an architect/interior-designer outreach programme CEU/knowledge sessions, material libraries, specification desk support.
• Develop showroom and experience-centre strategy to showcase finishes and applications to specifiers.
• Manage presence at design and architecture platforms, award programmes, and industry bodies (IIA, IIID, CII, etc.).

Product Marketing

• Translate technical grades and finishes into customer-facing product stories and application-led collateral for each segment (kitchen, lifts, automotive, EPC, white goods).
• Partner with R&D/manufacturing on new product/finish launches and go-to-market sequencing.

Corporate Communications

• Own PR, media relations, and thought-leadership positioning of promoters/leadership in trade and business press.
• Manage crisis communication protocols and ensure consistent messaging across investor, trade, and consumer channels.
• Oversee CSR/sustainability communication — increasingly important for steel-sector brand credibility.

Role: Performance Marketing Manager

Industry Type: Iron & Steel

Department: Marketing & Communication

Employment Type: Full Time, Permanent

Role Category: Digital Marketing

Education

UG: B.Tech / B.E. in Any Specialization

PG: MBA/PGDM in Marketing