Senior Brand Manager - Job Description
Location: BKC, Mumbai
Department: Marketing
Experience: 5-7 Years
CTC: 14-16 LPA
Reporting To: Marketing Head
Industry: Retail / Consumer / Lifestyle
About the Role
Outlet Mall of India is looking for an experienced Senior Brand Manager to join its marketing team
and play a key role in building and strengthening the brand as it scales.
Reporting directly to the Marketing Head, the Senior Brand Manager will be responsible for
translating the overall marketing and brand strategy into integrated, high-quality execution across
channels and consumer touchpoints.
This is a senior, high-ownership role that requires a strong understanding of brand management,
integrated marketing, consumer behaviour, creative communication and campaign execution. The
individual will work closely with the Marketing Head to plan and drive the marketing agenda while
independently managing key campaigns and coordinating multiple internal and external
stakeholders.
The role will be particularly important in ensuring that the brand's marketing remains strategically
aligned, creatively strong, culturally relevant and consistently executed.
The ideal candidate will bring sound marketing experience, strong creative judgement and the ability
to manage the complete lifecycle of a campaign from identifying an opportunity and developing the
approach to coordinating execution, evaluating outcomes and applying learnings to future initiatives.
Key Responsibilities
Brand & Marketing Management
- Work closely with the Marketing Head to translate the brand's overall business and marketing
objectives into clear annual, quarterly and campaign-level marketing plans.
- Take ownership of key brand initiatives and ensure that the brand's positioning, communication and
consumer proposition are consistently reflected across marketing channels.
- Develop and manage integrated marketing initiatives across digital, social media, influencer
marketing, content, OOH, PR, events, activations, tenant marketing and other relevant channels.
- Ensure that individual campaigns contribute to the larger brand narrative and are not developed as
disconnected marketing activities.
Campaign Strategy & End-to-End Ownership
- Lead key campaigns from the initial marketing brief through conceptualisation, planning, execution
and post-campaign evaluation.
- Work with the Marketing Head to establish the campaign objective, consumer proposition and
strategic direction, and subsequently drive the execution with the relevant internal teams and
agencies.
- Develop detailed campaign plans covering communication, creative, content, digital, influencer,
media, PR, events and on-ground requirements wherever relevant.
- Maintain ownership of timelines, deliverables, approvals and dependencies, ensuring that
campaigns are delivered to the required quality and within agreed budgets and timelines.
- The role will require the ability to independently manage complex campaigns with multiple
stakeholders while keeping the Marketing Head appropriately updated on progress, key decisions
and critical issues.
Creative & Communication
- Partner closely with the Creative Lead and Creative Producer to ensure that OMI's communication
is distinctive, relevant and aligned with the brand's positioning.
- Provide strategic and consumer-led inputs into campaign concepts, communication territories,
content ideas and creative development.
- Review creative work critically and ensure that the final output meets the required standard across
messaging, visual communication and overall brand expression.
- The Senior Brand Manager should have the experience and judgement to challenge work that is
inconsistent, repetitive, poorly aligned or not sufficiently differentiated, while working constructively
with the creative team to arrive at stronger solutions.
Consumer & Market Understanding
- Maintain a strong understanding of OMI's target consumers, their shopping behaviour, aspirations,
preferences and evolving expectations.
- Regularly track the retail, lifestyle and consumer landscape to understand how brands and
destinations are communicating and engaging with audiences.
- Use consumer and market understanding to identify opportunities for OMI to strengthen its
relevance, differentiation and overall brand proposition.
Marketing Trends & Innovation
- Stay current with developments across brand marketing, retail marketing, advertising, social media,
influencer marketing, content, experiential marketing, technology and emerging consumer
behaviour.
- Evaluate new platforms, formats, cultural conversations and marketing approaches to determine
which are relevant to OMI's business and audience.
- Proactively bring new ideas and opportunities to the Marketing Head and wider team and
contribute to the evolution of OMI's marketing approach.
- The expectation is not simply to follow trends, but to understand their strategic relevance and
identify where they can create meaningful value for the brand.
Marketing Calendar & Integrated Planning
- Own and manage the overall marketing calendar in collaboration with the Marketing Head and
relevant functional teams.
- Ensure that campaigns, launches, festivals, events, tenant initiatives, social media activities,
influencer campaigns, PR initiatives, OOH requirements and other marketing activities are planned
with sufficient lead time.
- Identify dependencies, overlaps and gaps across the calendar and ensure that relevant teams are
aligned well in advance.
- The Senior Brand Manager will act as an important point of integration across the marketing
function, ensuring that different teams work towards common campaign objectives and timelines.
Cross-functional Leadership
- Work closely with the wider marketing team.
- The Senior Brand Manager will be responsible for ensuring that these functions are aligned with the
overall campaign strategy and that execution across channels is cohesive.
- This role will require strong stakeholder management and the ability to drive progress across teams
without compromising the quality of the final output.
Agency & Partner Management
- Manage relationships with external creative, digital, media, PR, production and other marketing
partners.
- Develop clear briefs, evaluate strategic and creative recommendations, provide constructive
feedback and ensure that agencies deliver against agreed objectives and timelines.
- The Senior Brand Manager will be expected to bring sufficient marketing expertise to independently
evaluate agency recommendations, challenge thinking where required and ensure that external
partners are delivering work that is appropriate for the brand.
Retail & Destination Marketing
- Develop a strong understanding of the dynamics of a destination-led retail business and the role
that marketing plays in building awareness, consideration, consumer engagement and footfall.
- Work across shopping campaigns, seasonal initiatives, new store launches, tenant campaigns, food
and beverage initiatives, events and consumer experiences to strengthen OMI's position as a retail
and lifestyle destination.
- Identify opportunities to bring multiple brands, experiences and consumer propositions together
under larger OMI-led campaigns.
Tenant & Brand Partnerships
- Work closely with the tenant marketing team to develop opportunities for co-marketing, store
launches, brand collaborations and tenant-led initiatives.
- Identify opportunities where tenant brands can participate in larger OMI campaigns while ensuring
that the overall communication remains aligned with the brand's identity and objectives.
Digital & Social Marketing
- Maintain a strong understanding of digital and social media as part of the overall brand ecosystem.
- Work with the Social Media & Influencer Marketing Manager to ensure that social communication
is aligned with broader campaign objectives and contributes meaningfully to brand building.
- Provide strategic inputs into content direction, social campaigns, influencer initiatives and digital
activations, while allowing the respective functional owners to manage day-to-day execution.
Marketing Performance & Optimisation
- Work with the respective marketing specialists to evaluate the performance of campaigns and
marketing initiatives.
- Go beyond reviewing campaign numbers to understand the underlying reasons behind
performance and identify actionable learnings.
- Evaluate the effectiveness of different creative approaches, communication strategies, channels,
partnerships and campaign formats and use these learnings to improve future marketing plans.
- The Senior Brand Manager will be expected to bring a structured, analytical approach to marketing
while maintaining strong creative and brand judgement.
Budget & Commercial Management
- Support the Marketing Head in planning and managing marketing budgets across campaigns and
initiatives.
- Work with agencies and vendors to obtain and evaluate proposals, negotiate commercials where
required and ensure that spends remain aligned with approved budgets.
- Balance creative ambition with commercial discipline and ensure that marketing investments are
directed towards initiatives that deliver meaningful value for the brand.
Team & Project Leadership
- Lead and manage the marketing team ensuring clear ownership, priorities and accountability across
functions.
- Set direction for the team, delegate responsibilities effectively, monitor progress and ensure timely
and high-quality execution of marketing initiatives.
- Drive cross-functional collaboration across brand, digital, performance, SEO, social media and
creative, ensuring all teams are aligned with the overall marketing strategy and brand objectives.
- Work closely with the creative team to translate marketing objectives into strong, relevant and
consistent communication across campaigns and channels.
- Mentor and develop team members, establish effective processes and foster a culture of
ownership, collaboration and high-quality execution.
- Take overall ownership of key marketing projects and campaigns, ensuring seamless coordination
between internal teams, creative partners and other stakeholders from planning through execution.
Required Experience & Skills
- The ideal candidate should have 6-8 years of experience in brand management, integrated
marketing, consumer marketing, retail marketing, lifestyle marketing or a related field.
- The candidate should have demonstrated experience in managing end-to-end marketing campaigns
and working across multiple marketing channels and stakeholders.
- Strong understanding of brand strategy, integrated marketing, consumer behaviour, digital
marketing, social media, influencer marketing, content, experiential marketing, PR and OOH is
expected.
- The individual should have strong creative judgement and the ability to evaluate and improve
marketing communication while maintaining alignment with business and brand objectives.
- Strong project management and stakeholder management skills are essential, along with the ability
to manage multiple priorities and work effectively in a fast-paced environment.
- The candidate should be comfortable working directly with senior management and external
agencies and should have the confidence to take ownership of projects and make informed
marketing decisions.
Pay: ₹1,400,000.00 - ₹1,600,000.00 per year
Benefits:
- Paid sick time
- Paid time off
Work Location: In person
