Department: Marketing
Reports To: COO
Location: Noida (In Office)
Employment Type: Full-Time
Level: Management
Portfolio: Sarder Startup Brands (AI CERTs, AI Labs, Adoptify AI, N+)
Position Summary
The Senior Brand Lead is responsible for developing, executing, and optimizing brand strategy across Sarder and its portfolio brands, including AI CERTs, AI Labs 365, Adoptify AI, N+, and other current or future ventures. This role owns brand positioning, messaging, campaign execution, content strategy, demand generation alignment, and brand consistency across customer, partner, and internal touchpoints.
The ideal candidate combines strategic brand leadership with strong hands-on execution. They will work cross-functionally with Sales, Product, Partner Enablement, Customer Success, and Executive Leadership to accelerate awareness, lead generation, partner growth, and revenue contribution.
Key Responsibilities
Brand Strategy & Positioning
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Own brand strategy, positioning, messaging, and differentiation for assigned Sarder portfolio brands.
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Develop and refine value propositions, audience-specific messaging, and brand narratives.
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Maintain consistent brand identity across websites, sales collateral, campaigns, partner materials, presentations, and social channels.
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Conduct competitive analysis and market intelligence to identify opportunities to strengthen differentiation and market relevance.
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Maintain brand standards, governance processes, and messaging discipline across internal and external teams.
Demand Generation & Campaign Leadership
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Partner with Sales, Revenue Operations, Product, and Executive Leadership to build integrated marketing campaigns.
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Drive campaigns supporting webinars, events, certifications, training programs, product offers, and partner promotions.
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Ensure campaigns generate qualified leads, support pipeline creation, and align with revenue priorities.
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Monitor campaign performance and optimize email, social, digital, PR, and partner channel activity based on conversion data.
Content & Thought Leadership
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Lead development of executive thought leadership, blogs, whitepapers, case studies, presentations, videos, and social content.
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Collaborate with subject matter experts to produce AI, workforce transformation, certification, technology, and business leadership content.
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Ensure content is audience-relevant, commercially sharp, brand-aligned, and useful to Sales and Partner teams.
Partner & Channel Marketing
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Develop co-marketing programs, campaign kits, and enablement assets for strategic partners, ATPs, resellers, and alliances.
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Support partner recruitment, onboarding, activation, engagement, and retention through clear marketing programs and assets.
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Track partner marketing effectiveness, partner-sourced lead flow, and contribution to pipeline growth.
Digital Marketing & Customer Engagement
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Manage brand presence across websites, landing pages, social media, digital campaigns, and community channels.
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Coordinate SEO, digital advertising, reputation management, and engagement initiatives.
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Improve customer and partner engagement through targeted campaigns, nurture programs, and clear calls to action.
Performance Management & Analytics
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Establish KPIs for brand, demand generation, content, digital, and partner marketing programs.
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Track funnel performance, conversion rates, engagement metrics, pipeline influence, and ROI.
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Prepare concise executive dashboards, performance updates, and recommendations for improvement.
Team Leadership & Collaboration
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Lead internal teams, contractors, and external vendors to execute high-quality work on time.
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Manage priorities, timelines, creative reviews, and campaign execution discipline.
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Mentor junior marketing team members and foster accountability, speed, quality, and measurable impact.
Required Qualifications
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Bachelor's degree in Marketing, Business, Communications, or a related field.
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12+ years of progressive experience in brand marketing, demand generation, content marketing, or strategic marketing leadership.
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Experience managing multi-brand portfolios, B2B Technology, SaaS, AI, EdTech, certification, training, or professional services marketing preferred.
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Proven success developing integrated campaigns that improve awareness, lead generation, and pipeline contribution.
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Strong understanding of CRM, marketing automation, webinar platforms, analytics, and digital marketing tools.
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Excellent written communication, executive presentation, project management, and cross-functional leadership skills.
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Ability to operate effectively in a fast-paced, high-growth environment with limited direction and high accountability.
Preferred Qualifications
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Experience with HubSpot, LinkedIn Sales Navigator, Google Analytics, SEMrush, webinar platforms, and marketing automation tools.
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Experience managing PR, thought leadership, virtual events, paid campaigns, and executive communications.
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MBA or advanced marketing, digital, product marketing, or AI-related certifications preferred.
Key Performance Indicators
Demand Generation
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Qualified leads generated by brand, campaign, webinar, partner, and outbound programs.
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MQLs, SQLs, meetings booked, and pipeline sourced or influenced by marketing.
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Webinar registrations, attendance rates, content downloads, nurture conversion, and campaign ROI.
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Email outreach volume, response rates, CTA conversion, and cost per qualified lead.
Marketplace Engagement
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Marketplace traffic, profile views, listing engagement, and click-through activity.
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Marketplace lead submissions, demo requests, trial starts, enrollments, and partner inquiries.
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Conversion from marketplace engagement to sales-qualified opportunities or partner activation.
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Content, offer, certification, and solution performance across marketplace channels.
Brand Awareness
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Growth in branded search, direct traffic, organic visibility, and share of voice.
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Social reach, engagement, follower growth, executive visibility, and audience growth.
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PR mentions, thought leadership placements, analyst/media visibility, and brand credibility indicators.
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Brand consistency, message recall, market relevance, and competitive differentiation improvements.
Success Profile
The successful Senior Brand Lead is a strategic marketer, strong operator, and hands-on executor who translates business objectives into measurable marketing outcomes. They thrive in high-growth environments, use data to make decisions, and consistently elevate brand visibility, demand generation performance, partner enablement, and market impact across the Sarder portfolio.
