Brand Manager

About the Role and Industry Background

The ideal candidate should have experience in industries where brand equity, specification-driven selling, and channel or dealer marketing coexist. Emphasis is on candidates with 10-16 years of total work experience including a minimum of 4-6 years in roles such as Brand Manager, Senior Brand Manager, or Head of Brand/Marketing with full profit and loss or budget responsibility.

Proven track record in elevating a brand from limited or moderate market awareness to becoming a trusted and recognized name is essential. Experience launching a brand from scratch or significantly repositioning an existing brand is highly valued. The role involves fluency in B2B and B2B2C marketing, with engagement across architects, fabricators, OEMs, dealers, retailers, and end consumers. Leadership experience includes guiding a small marketing team and coordinating with creative, digital, PR, and event agencies.

Core Responsibilities

• Develop brand strategy by defining positioning, brand architecture, and identity across various product categories including decorative, architectural, kitchen & home, industrial, and OEM applications.
• Create the master brand narrative and differentiation strategy to stand apart from competitors like Jindal Stainless and other established players.
• Ensure adherence to brand guidelines across manufacturing units, service centers, dealer networks, and digital platforms.
• Formulate and manage the annual marketing plan and calendar aligned with sales targets and production ramp-up.
• Lead market research, generate customer insights, and conduct brand tracking studies covering awareness, consideration, and net promoter scores (NPS).
• Plan and execute integrated marketing campaigns targeting trade professionals, architects, and consumers through both above-the-line and below-the-line initiatives.
• Oversee digital marketing activities including website management, SEO/SEM, marketing automation, CRM-based lead nurturing, and social media strategies.
• Create continuous content streams for LinkedIn targeting B2B/OEM segments and for Instagram/YouTube focused on design and consumer audiences.
• Implement a dealer locator and lead routing system to connect online inquiries to the distributor network efficiently.
• Design and manage dealer/distributor branding programs including signage, showroom visual identity, cooperative marketing funds, loyalty schemes, and incentive programs.
• Organize channel engagement events, dealer meetings, and recognition initiatives to strengthen dealer advocacy in a competitive environment.
• Develop and execute architect and interior designer outreach programs including continuing education units (CEU), knowledge sessions, material libraries, and specification desk support.
• Strategize showroom and experience center initiatives to effectively showcase product finishes and applications to specifiers.
• Manage participation in industry platforms, design and architecture award programs, and associations such as IIA, IIID, and CII.
• Convert technical product grades and finish details into customer-friendly narratives and create application-specific marketing collateral for varied segments including kitchen, lifts, automotive, EPC, and white goods.
• Collaborate with R&D and manufacturing teams on new product and finish launches along with go-to-market sequencing.
• Handle corporate communications including public relations, media relations, and thought leadership positioning of the company's promoters and leadership in trade and business media.
• Manage crisis communications protocols ensuring consistent messaging across investors, trade, and consumer channels.
• Supervise corporate social responsibility (CSR) and sustainability communications which are increasingly critical for brand reputation in the steel industry.

Educational Qualifications

The candidate should hold a Bachelor of Technology or Bachelor of Engineering degree in any specialization along with a Master's degree or Post Graduate Diploma in Marketing (MBA/PGDM).