Industry Background

Candidates should come from categories where brand equity, specification-led selling, and channel/dealer marketing all coexist Experience

Total experience: 10-16 years, with a minimum of 4-6 years in a Brand Manager / Senior Brand Manager / Head of Brand or Marketing role carrying full P&L; or budget ownership

Brand-building track record: demonstrable experience taking a brand from low or moderate awareness to a recognised, trusted name ideally including at least one ground-up brand launch or major repositioning

B2B and B2B2C fluency: comfortable marketing to architects, fabricators, and OEMs as well as to dealers, retailers, and end consumers within the same role

Team and agency management: experience leading a small marketing team plus managing creative, digital, PR and events agencies

Core Responsibilities

Brand Strategy

Define brand positioning, architecture, and identity for the company across product lines (decorative, architectural, kitchen & home, industrial, OEM).

Build the master brand narrative and differentiation story versus Jindal Stainless and other organised players.

Own brand guidelines and ensure consistency across manufacturing plants, service centres, dealers, and digital touchpoints.

Marketing

Build the annual marketing plan and calendar, aligned to sales and production capacity ramp-up.

Own market research, customer insight generation, and brand tracking (awareness, consideration, NPS/recall).

Plan and execute above-the-line and below-the-line campaigns across trade, architect, and consumer segments.

Digital Marketing

Own website, SEO/SEM, marketing automation, CRM-led lead nurturing, and social media strategy.

Build always-on content for LinkedIn (B2B/OEM audience)



and Instagram/YouTube (design and consumer audience).

Set up and monitor a dealer-locator and lead-routing system connecting digital enquiries to the distributor network.

Channel Marketing

Design dealer/distributor branding programmes signage, showroom identity, co-op marketing funds, loyalty and incentive schemes.

Run channel engagement events, dealer meets, and recognition programmes to build advocacy in a competitive dealer landscape.

Architect & Designer Marketing

Build and run an architect/interior-designer outreach programme CEU/knowledge sessions, material libraries, specification desk support.

Develop showroom and experience-centre strategy to showcase finishes and applications to specifiers.

Manage presence at design and architecture platforms, award programmes, and industry bodies (IIA, IIID, CII, etc.).

Product Marketing

Translate technical grades and finishes into customer-facing product stories and application-led collateral for each segment (kitchen, lifts, automotive, EPC, white goods).

Partner with R&D;/manufacturing on new product/finish launches and go-to-market sequencing.

Corporate Communications

Own PR, media relations, and thought-leadership positioning of promoters/leadership in trade and business press.

Manage crisis communication protocols and ensure consistent messaging across investor, trade, and consumer channels.

Oversee CSR/sustainability communication — increasingly significant for steel-sector brand credibility.

Role: Performance Marketing Manager

Industry Type: Iron & Steel

Department: Marketing & Communication

Employment Type: Full Time, Permanent

Role Category: Digital Marketing

Education

UG: B.Tech / B.E. in Any Specialization

PG: MBA/PGDM in Marketing

📌 Brand Manager (Kolkata)
🏢 SHYAM METALICS AND ENERGY
📍 Kolkata