Designation: Manager

Location: India Maharashtra Solitaire Park, Mumbai

Organization: Cellulosic Fibre & Textiles

Job Description:

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 efficient 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 deliver actionable insights.

Translate research insights into brand development work with speed and agility.

Track and manage brand health metrics and top-down brand targets year on year.

KRA2

Communication Development

Lead the mainline creative agency on brand marketing creatives across all consumer touchpoints.

Manage and deliver high-quality advertising shoots across static, digital and TVC formats.

Partner with sales and other departments to proactively create the collaterals they need.

Identify communication trends, opportunities and areas of improvement, benchmarked against category and competition.

KRA3

Media Planning & Buying

Lead the annual media plan with the agency in line with brand plans and budgets.

Develop effective media campaigns across TV, print, digital and outdoor in close collaboration with the media agency.

Monitor competitive activity on a monthly basis and use the insights to dynamically improve media performance.

Continuously identify media opportunities, best practices and creative solutions to optimise reach and ROI.

KRA4

Social Media Brand Presence

Support brand presence on the D2C channel (Linenclub.com) and leading marketplaces with consistent visual identity.

Collaborate with the e-commerce and digital teams on content, campaigns and platform-specific communication.

Track digital brand metrics and consumer engagement to inform brand strategy.

Lead social media

KRA5

Budget & MIS

Manage the marketing budget effectively and allocate resources strategically across brand initiatives.

Stay abreast of industry trends, market dynamics and marketing automation/technology advancements.

Identify and pursue strategic partnerships to expand reach and brand awareness.

Prepare periodic MIS and performance reports for leadership review.

📌 Section Head - Brand Development @ Mumbai (Maharashtra)
🏢 Aditya Birla Group
📍 Maharashtra