Dentalkart - Brand Marketing Lead - IIM/FMS/MDI/XLRI

About the job:

• Reports to: VP Marketing
• Location: Delhi NCR (on-site)
• Team: you will shape and lead the brand function
• Experience: 7+ years
• Compensation: Competitive, commensurate with experience

About Dentalkart:

Dentalkart is India's leading online dental marketplace.

We supply the dentists, clinics, and labs that run the country's oral healthcare, from single-chair practices to multi-clinic groups, alongside a fast-growing base of everyday consumers.

• Waldent, our own brand, sits inside the catalog.
• Because dental practices reorder on a predictable cycle, the right merchandising, retention, and category decisions compound month after month.
• We are building a new, owner-led marketing structure, and this is one of five leadership seats in it.

Why this role exists:

• Today brand exists only as a reputation score.
• It needs an owner.
• You build how Dentalkart is perceived, remembered, and chosen, so that when a dentist or a consumer thinks about dental supplies, they think of us first.
• This seat creates the demand that performance marketing later captures more cheaply.

What You Own:

• Brand perception and brand personality across every customer touchpoint
• Top-of-mind awareness and brand salience
• The social presence, the community, and the brand voice that runs through both
• The Dentalkart brand narrative, and the positioning of Waldent as a product brand in partnership with Category

What You Will Do:

• Define and write down the brand: positioning, personality, voice, and the few associations you want to own in the customer's mind
• Build an always-on social and content presence that grows salience, not just follower count
• Run brand campaigns and partnerships, including influencers and the dental community, that move awareness and consideration
• Stand up brand measurement: aided and unaided awareness, top-of-mind awareness, branded search volume, share of voice, sentiment, and brand-lift studies
• Shape and protect reputation alongside the ORM function, and treat sentiment as a managed asset
• Hand Performance and Merchandising a brand that makes their conversion easier

How You Will Be Measured:

• Aided and unaided awareness and top-of-mind awareness in the target audience
• Branded search volume and share of voice
• Brand sentiment and reputation scores
• Community and social growth that ties to salience and consideration, not vanity reach

What good looks like in your first 6 to 12 months:

• By month 6, a measurable move in a hard brand metric you baselined early (branded search volume, aided or top-of-mind awareness, or share of voice), not just a brand document
• At least one brand campaign proven to have moved consideration or awareness, with the lift measured rather than asserted
• A brand platform adopted in practice across Performance, Merchandising, and Creative, visible in how they actually show up, so salience is compounding rather than sitting in a deck

Must-haves:

• MBA or PGDM from a Tier-1 institute (IIM, ISB, XLRI, FMS, MDI, SPJIMR, IIFT or equivalent)
• 7+ years in brand marketing, brand management, or social and content brand building, ideally for a consumer or platform brand
• Experience building brand measurement (awareness, top-of-mind, sentiment, brand lift), not only running content
• Strong storytelling and creative judgement, with the rigour to prove brand impact
• A body of brand work with measured outcomes

Preferred:

• Experience taking a category or challenger brand from low to high salience
• Influencer and community-led growth experience
• Exposure to healthcare, wellness, or professional and expert audiences

This role is for you if:

You can hold a creative vision and still defend it with awareness and salience data.

It is not for you if you see brand as posting frequency rather than the deliberate construction of memory and meaning.

Requirements:

• MBA or PGDM from a Tier-1 institute (IIM, ISB, XLRI, FMS, MDI, SPJIMR, IIFT or equivalent)
• 7+ years in brand marketing, brand management, or social and content brand building, ideally for a consumer or platform brand
• Experience building brand measurement (awareness, top-of-mind, sentiment, brand lift), not only running content
• Strong storytelling and creative judgement, with the rigour to prove brand impact
• A body of brand work with measured outcomes