Job Purpose

To build and grow brand awareness, consumer preference and aspirational imagery for Linen Club and its variants, through consumer-led brand communication and efficient media investment, in order to deliver sustained, profitable business growth.

Job Context & Major Challenges

Job Context

Linen Club is India's leading linen fabric and apparel brand, with a footprint spanning over 200 exclusive brand outlets (EBOs) and 8,000+ multi-brand outlets (MBOs) across the country. The brand also has a growing presence in the online space through its D2C channel, Linenclub.com, and across all leading e-commerce marketplaces.

We are looking for an experienced brand marketing professional to lead all brand communication initiatives, rooted in consumer understanding, market dynamics and effective media planning. The incumbent will drive brand communication development, consumer research and traditional/digital media planning and execution for Linen Club and its variants. Additionally, the role will also be responsible for brand communication for our premium cotton brand, Soktas.





Challenges

• Balancing continued investment in traditional media (TV, print) with the fast-growing digital and e-commerce consumer base.
• Driving premiumization of the brand and its aspirational appeal while protecting volume growth across a wide retail footprint of 200+ EBOs and 8,000+ MBOs.
• Managing multiple external stakeholders — creative, media, research and production agencies — to ensure consistent, high-quality brand execution across all touchpoints.
• Keeping pace with evolving fashion and lifestyle consumer trends in a category with long purchase cycles.
• Delivering brand communication mandates for both Linen Club and Soktas within a shared team and budget.

Key Result Areas

KRA (Accountabilities) (Max 1325 Characters)Supporting Actions (Max 1325 Characters)

KRA1 Consumer Research

Lead all consumer research for brand development — brief agencies, align stakeholders and de

📌 Section Head (India)
🏢 Aditya Birla Group
📍 India