Senior Brand Manager -

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 prospect 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 solid 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

📌 Senior Brand Manager (Mumbai)
🏢 Outlet Mall of India
📍 Mumbai