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To build and grow brand awareness, consumer preference and aspirational imagery for Linen Club and its variants, through consumer-led brand communication and efficient media investment, in order to deliver sustained, profitable business growth.
Job Context:
Linen Club is India's leading linen fabric and apparel brand, with a footprint spanning over 200 exclusive brand outlets (EBOs) and 8,000+ multi-brand outlets (MBOs) across the country. The brand also has a growing presence in the online space through its D2C channel, Linenclub.com, and across all leading e-commerce marketplaces.
We are looking for an experienced brand marketing professional to lead all brand communication initiatives, rooted in consumer understanding, market dynamics and efficient media planning. The incumbent will drive brand communication development, consumer research and traditional/digital media planning and execution for Linen Club and its variants. Additionally, the role will also be responsible for brand communication for our premium cotton brand, Soktas.
Challenges:
| KRA (Accountabilities) (Max 1325 Characters) | Supporting Actions (Max 1325 Characters) | |
|---|---|---|
| KRA1 | Consumer Research | Lead all consumer research for brand development — brief agencies, align stakeholders and deliver actionable insights. Translate research insights into brand development work with speed and agility. Track and manage brand health metrics and top-down brand targets year on year. |
| KRA2 | Communication Development | Lead the mainline creative agency on brand marketing creatives across all consumer touchpoints. Manage and deliver high-quality advertising shoots across static, digital and TVC formats. Partner with sales and other departments to proactively create the collaterals they need. Identify communication trends, opportunities and areas of improvement, benchmarked against category and competition. |
| KRA3 | Media Planning & Buying | Lead the annual media plan with the agency in line with brand plans and budgets. Develop effective media campaigns across TV, print, digital and outdoor in close collaboration with the media agency. Monitor competitive activity on a monthly basis and use the insights to dynamically improve media performance. Continuously identify media opportunities, best practices and innovative solutions to optimise reach and ROI. |
| KRA4 | Social Media Brand Presence | Support brand presence on the D2C channel (Linenclub.com) and leading marketplaces with consistent visual identity. Collaborate with the e-commerce and digital teams on content, campaigns and platform-specific communication. Track digital brand metrics and consumer engagement to inform brand strategy. Lead social media |
| KRA5 | Budget & MIS | Manage the marketing budget effectively and allocate resources strategically across brand initiatives. Stay abreast of industry trends, market dynamics and marketing automation/technology advancements. Identify and pursue strategic partnerships to expand reach and brand awareness. Prepare periodic MIS and performance reports for leadership review. |
Eligibility typically includes the qualifications and experience outlined in the job description above, with around 5-15 Years years of relevant experience expected for this role.
The key responsibilities for this role are detailed in the Key Responsibilities section above, covering the core duties expected of a Section Head - Brand Development @ Mumbai at Aditya Birla Group.
This role requires around 5-15 Years years of relevant experience, as specified in the job listing. Please refer to the Qualifications & Experience section above for full details.
Skills relevant to this position are outlined in the Qualifications & Experience section above. In general, strong communication, domain knowledge, and the ability to meet role-specific targets are valued across similar BFSI positions.
You can apply directly using the Apply Now button on this page, which will take you to Aditya Birla Group's application process for this role.