About the Role

We are looking for a General Manager, Brand Marketing to lead KreditBee's overall brand agenda and build the brand into a long-term driver of consumer preference, trust and business growth.

This is an end-to-end leadership role spanning brand strategy, integrated campaigns, digital and social media, communication strategy, consumer insights and brand governance. The individual will own both planning and execution and work closely with Business, Growth, Product and other functions.

Importantly, we are looking for someone who views brand not as an isolated marketing function, but as a business growth lever - capable of strengthening paid acquisition, organic discovery, conversion, customer relationships and long-term competitive advantage.

Key Responsibilities

Brand Strategy & Leadership

- Own KreditBee's brand strategy, positioning and architecture, translating business priorities and consumer insights into a clear long-term brand agenda.
- Lead annual and long-range brand planning across communication, campaigns,media, content and consumer engagement.
- Build and track brand salience, consideration, preference and trust while ensuring the brand continues to evolve with consumers, categories and the business.

Brand as a Business Growth Level

- Partner with Business, Growth, Product and Analytics teams to connect brand initiatives with acquisition, conversion, cross-sell, retention and long-term customer value.
- Strengthen performance marketing through better propositions, creative strategy and brand familiarity, while driving brand-led initiatives that improve organic acquisition across SEO, GEO and emerging discovery channels.
- Build frameworks that connect brand investments with medium- and long-term commercial outcomes, ensuring brand and performance increasingly operate as an integrated growth engine.

Integrated Marketing & Campaigns

- Lead major integrated campaigns end-to-end - from consumer/business problem definition and creative strategy to media planning, execution and measurement.
- Translate consumer insights and business objectives into compelling propositions and communication territories across digital, video, television, outdoor, partnerships andother relevant channels.
- Drive high standards of creative distinctiveness, execution quality and marketing effectiveness across campaigns and agency partners.

Digital & Social Media

- Own KreditBee's overall digital and social media strategy, including channel strategy, content architecture, social campaigns, creator/influencer initiatives and digital-first brand properties.
- Define the role of digital platforms across brand building, consumer engagement, education, reputation and acquisition.
- Build a distinctive and contemporary digital presence while connecting digital metricswith broader brand and business outcomes.

Communication Strategy

- Play a central role in defining KreditBee's overall communication strategy, narrative, messaging framework and tone of voice across products and audiences.
- Work closely with PR & Corporate Communications and other stakeholders to ensure

alignment between consumer communication, digital presence and corporate reputation.
- Provide strategic direction on major communication initiatives that have implications for the organisation and its brand.

Brand Refresh & Organisational Rollout

- Lead the organisation-wide rollout of KreditBee's brand refresh, translating the refreshed identity and positioning into a structured implementation programme.
- Drive adoption across consumer, employee, partner and corporate touchpoints, collaborating with Product, Technology, HR, Business,



Customer Experience, PR and other functions.
- Establish brand guidelines, toolkits and governance mechanisms that ensure consistent adoption while helping employees and partners understand and embody the refreshed brand.

Consumer Insights & Marketing Effectiveness

- Build a strong consumer-insights engine using research, behavioural data, sociallistening and competitive intelligence to inform brand and business decisions.
- Establish appropriate brand and campaign measurement frameworks and connectthese, wherever possible, with acquisition and business outcomes.
- Create a culture of continuous learning and experimentation across marketinginvestments.

Team, Agency & Budget Leadership

- Build and lead a high-performing brand and digital marketing team with strong capabilities across both strategy and execution.
- Lead creative, media, digital, research and other agency relationships while owning the brand marketing budget and investment priorities.
- Create an operating culture that combines creative ambition, execution discipline and commercial accountability.

Cross-Functional Leadership

- Partner with senior stakeholders across Business, Product, Growth, Technology, Customer Experience, HR, PR, Finance and other functions to translate business priorities into consumer and brand opportunities.
- Bring the consumer perspective into business decision-making and drive alignment across stakeholders for major launches, campaigns and brand transformation initiatives.
- Contribute as a senior marketing leader to the broader marketing and business strategy of KreditBee.

What We Are Looking For

- 10+ years of marketing experience, with significant experience leading brand

strategy and integrated marketing for a scaled consumer business.
- Strong experience across brand strategy, consumer marketing, integrated

campaigns, digital/social media and marketing effectiveness.
- Experience in financial services, fintech, consumer internet, e-commerce, technology,

FMCG or other large consumer-facing categories would be valuable.
- Demonstrated ability to build brands while maintaining a strong orientation towards

business and commercial outcomes.
- Strong understanding of the relationship between brand, performance marketing,

organic acquisition and customer experience.
- Experience managing significant marketing budgets, agencies and high-performing

teams.
- Robust consumer intuition, creative judgment and analytical orientation, with the

ability to move comfortably between long-term strategy and hands-on execution.
- Excellent leadership, communication and stakeholder-management capabilities.

What Would Make You Stand Out We would particularly value someone who has built or transformed a consumer brand at meaningful scale, especially through a brand repositioning or identity transformation.

You should think of brand as a business asset rather than only a communication function and be equally comfortable discussing positioning, consumer insights and creative work as you are discussing CAC, conversion, organic acquisition, customer growth and marketing

ROI.

Above all, we are looking for someone who combines consumer intuition, creative ambition,





analytical rigour and commercial thinking - and who can align diverse stakeholders to turn strategy into execution.

The Opportunity

KreditBee is at an important point in its evolution: the business has achieved significantscale, its product portfolio is expanding, and our ambition is to evolve from a leading digital lending platform into a Digital Bank with a comprehensive suite of financial offerings.

The GM, Brand Marketing will play a defining role in that transition - determining what KreditBee stands for, how millions of consumers experience the brand, and how brand strength can support the journey from individual financial products towards deeper, multi-product customer relationships.

With an organisation-wide brand refresh underway, this role also offers an immediate opportunity to shape and institutionalise the next version of KreditBee across customers, employees, partners and every major brand touchpoint.

We are ultimately looking for a brand leader with a business mindset - someone who wants to build not merely the next campaign, but help shape the next chapter of KreditBee: from a digital credit leader to a comprehensive digital financial-services brand for India.

KreditBee is committed to maintaining a transparent, fair, and secure recruitment process. We have become aware of fraudulent individuals and entities falsely claiming to represent KreditBee and offering fake employment opportunities.

Please note that KreditBee never asks candidates to pay any money for registration, training, certifications, security deposits, or any other purpose at any stage of the recruitment process. All official recruitment communications are sent through verified company email domains, primarily @kreditbee.in, @krazybee.com, and @kbnbfc.in. Candidates are advised to verify the sender's email address before responding to any recruitment-related communication.

KreditBee does not conduct recruitment through unofficial email addresses or request payments.

If you receive a suspicious job offer, interview invitation, or recruitment-related communication claiming to be from KreditBee, do not make any payment or share sensitive personal or financial information. We encourage you to verify the authenticity of the communication through our official careers page or by contacting us at [email protected]

Disclaimer: KreditBee shall not be responsible for any loss, damage, or claims arising from fraudulent job offers or recruitment communications made by unauthorized individuals or entities falsely representing the company. Candidates should exercise due diligence and verify the authenticity of all recruitment-related communications before taking any action.

This is intended to outline the general nature and key responsibilities of the position. It is not intended to be an exhaustive list of all duties, responsibilities, or qualifications associated with the role. The responsibilities and qualifications described may be subject to change, and other duties may be assigned as needed.

Employment is at-will, meaning the employee or the employer may terminate the employment relationship at any time, with or without cause, and with or without notice.

Data Utilization Disclaimer

By applying for this position, you acknowledge and agree that any personal data you provide may be used for recruitment and employment purposes. The data collected will be stored and processed in accordance with our privacy policy and applicable data protection laws. Your information will only be shared with relevant internal stakeholders and will not be disclosed to third parties without your consent, unless required by law.

📌 General Manager - Brand Marketing (Bengaluru)
🏢 Krazy Bee Services
📍 Bengaluru