About the role:

We are looking for an experienced, strategic and execution-oriented Branding Lead to lead the overall brand strategy and integrated marketing initiatives for Ashika Group and Dhanush. The role will have a strong focus on building Dhanush as a distinctive consumer-facing wealth and investing brand while also strengthening the broader Ashika Group brand across its businesses and customer touchpoints. The ideal candidate will combine strategic brand thinking with hands-on execution someone who understands consumers, can shape compelling brand narratives, lead integrated campaigns and take ideas from concept to execution. While the role is expected to define brand direction and drive strategic initiatives, it should also be comfortable executing independently whenever required. This role requires close collaboration with design,content, product, digital, sales and business teams to build strong brand recall, engagement and business impact.

Role & responsibilities

Brand Strategy & Positioning

- Define the long-term brand vision and strategic roadmap for Dhanush and Ashika Group in alignment with business objectives.
- Develop and execute integrated brand strategies across consumer and corporate touchpoint.
- Shape brand positioning, messaging, tone of voice and consumer narratives to create a distinctive and consistent brand identity.
- Conduct consumer, market and competitor research to identify actionable insights and translate them into effective brand and marketing initiatives.
- Develop and maintain brand guidelines and messaging frameworks to ensure consistency across all communications.

Brand Campaigns & Creative Development

- Lead the strategic planning, development and execution of integrated brand campaigns across digitaland offline channels, including social media, website, advertising, events, branch branding, print,outdoor media and corporate communications.
- Translate consumer and business insights into solid campaign ideas, creative briefs and compelling brand stories.
- Work closely with internal design, content, social media, product and marketing teams,



along with external creative and media agencies, to take campaigns from concept to execution.
- Evaluate campaign concepts, copy, design and creative output to ensure strategic alignment, quality and brand consistency.
- Drive execution independently and collaborate across teams to ensure timely delivery of brand initiatives.

Product Marketing & Go-to-Market

- Lead brand and marketing initiatives for new products, features and services, with a strong focus on Dhanush.
- Develop go-to-market strategies, product positioning, value propositions, messaging and integratedlaunch campaigns.
- Work closely with product and business teams to translate complex financial products into simple,
- relevant and engaging consumer communication.
- Drive product awareness, consideration and adoption through integrated marketing initiatives.

Content & Brand Storytelling

- Establish and evolve the long-term brand narrative and storytelling framework across all consumer and corporate communications.
- Shape the overall content and storytelling direction across key brand channels.
- Build compelling consumer narratives that make financial products more accessible, engaging and relevant.
- Identify cultural trends, consumer insights and content opportunities that can strengthen brand engagement and recall.
- Ensure a distinctive and consistent brand voice across campaigns, social media, digital platforms and other communications.

Brand Visibility & Partnerships

- Identify opportunities for thought leadership, strategic partnerships, sponsorships, events and brand collaborations that enhance visibility and credibility.




- Support relevant PR and corporate reputation initiatives for Ashika Group and Dhanush.Collaborate with external partners and agencies to maximise brand reach and impact.
- Brand Performance & Stakeholder Management Track campaign performance, brand awareness, customer engagement, consideration, adoption and brand recall to continuously optimise brand initiatives.
- Manage relationships with creative, media, PR and branding agencies while collaborating effectively with internal stakeholders.
- Use consumer insights, campaign data and market trends to identify new opportunities and improve brand effectiveness.
- Drive alignment across cross-functional teams to ensure consistent brand execution and business impact.

Preferred candidate profile

- 10-15 years of experience in Brand Marketing, Consumer Marketing, Integrated Marketing or Brand Strategy. Demonstrated experience in building, scaling or repositioning consumer brands through long-term brand strategy and annual brand planning.
- Proven experience in developing and executing integrated brand campaigns across digital, ATL and BTL channels.
- Strong understanding of consumer branding, creative strategy, storytelling, content, social media and customer engagement.
- Experience in product marketing, including go-to-market strategy, product positioning, messaging and launch campaigns.
- Ability to translate complex products and propositions into simple, clear and compelling consumer communication.
- Strong ability to develop creative briefs and evaluate campaign ideas, copy and design.
- Experience managing creative agencies, media partners, PR agencies, vendors and cross-functional stakeholders.
- Experience managing brand budgets and evaluating the effectiveness of brand investments will be an advantage.
- Excellent communication, project management and stakeholder management skills.
- Candidates from fintech, financial services, wealth management, stock broking, banking, NBFC, insurance, asset management or other BFSI organisations will be preferred. Strong candidates from consumer technology and digital-first consumer brands may also be considered.

📌 Branding Head (Financial Services) (Kolkata)
🏢 Ashika Group
📍 Kolkata