Job Summary
We are looking for a strategic and result-oriented Lead / GM – Brand, ATL & BTL to drive brand growth, visibility, and market positioning. This role will be responsible for developing brand strategy, managing ATL & BTL initiatives, overseeing media planning, and ensuring consistent brand communication across all touchpoints.
Job Description
Consumer & Industry Understanding
- Analyze consumer behavior, preferences, and emerging trends.
- Track industry developments and competitive landscape.
- Translate insights into actionable brand and communication strategies.
Brand Strategy & Governance
- Develop and execute comprehensive brand strategy aligned with business goals.
- Ensure strict adherence to brand guidelines across all channels and formats.
- Maintain consistency in messaging, visual identity, and positioning.
Creative & Agency Management
- Manage creative agencies and oversee development of marketing collaterals.
- Ensure timely delivery of creative assets aligned with brand objectives.
- Provide strategic direction for campaigns, promotions, and launches.
ATL (Above The Line) Marketing
- Plan and manage the ATL marketing budget effectively.
- Work closely with media agencies for planning and execution.
- Oversee media planning across TV, Print, Radio, Outdoor, and other mass media platforms.
- Track campaign performance and optimize media spends for maximum ROI.
BTL (Below The Line) Marketing
- Lead all BTL activities including van campaigns, events, and on-ground activation programs.
- Ensure impactful local marketing initiatives to drive footfalls and sales.
- Support showroom-level branding requirements and promotions.
Cross-Functional Collaboration
- Partner with Retail, Sales, and Operations teams to align marketing initiatives with revenue targets.
- Ensure seamless execution of campaigns across regions.
Key Skills & Competencies
- Strong strategic thinking and brand-building expertise.
- Deep understanding of ATL & BTL marketing channels.
- Experience in media planning and budget management.
- Strong agency management and negotiation skills.
- Excellent leadership, communication, and stakeholder management skills.
- Analytical mindset with ability to measure campaign effectiveness.
Profile Description
- MBA / Postgraduate in Marketing(LIBA, BIM & Great lakes).
- 10–15+ years of experience in brand management and integrated marketing.
- Proven experience in managing ATL & BTL campaigns at a leadership level.
- Experience in retail / consumer-focused brands preferred.
Key Performance Indicators (KPIs)
- Brand awareness and market share growth
- ROI on ATL & BTL campaigns
- Footfall and revenue impact from marketing initiatives
- Budget adherence and optimization
- Creative turnaround time and campaign effectiveness
About Company
Our client is a fast-growing Indian eyewear retail brand founded in Chennai, with a strong presence across major cities. Known for offering stylish, high-quality eyewear at accessible prices, the company blends fashion, precision products, and personalized customer experience. With a focus on innovation and customer trust, it continues to redefine the eyewear retail journey in India.
