Brand Head - Mohey

Job Description: Brand Head Marketing

About Vedant Fashions Limited

Vedant Fashions Limited is India’s leading celebration-wear company and the owner of Manyavar, Mohey, Twamev, Mebaz and Diwas – a portfolio of brands built around Indian weddings and festive occasions for men, women and children. Listed on the NSE (MANYAVAR), the company operates a franchise-led, omnichannel network of stores across India and international markets including Nepal, the US, Canada, the UAE and the UK, complemented by a growing digital/D2C presence. Backed by continued store network expansion and category leadership in ethnic and wedding wear, the business is entering its next phase of growth – one where brand-building, digital leadership and marketing-led demand generation play an increasingly central role.

Role Summary

The Brand Head – Marketing will own the end-to-end brand strategy, marketing calendar and P&L-linked outcomes for the brand, with a clear mandate to accelerate business growth. This is a senior, high-visibility role responsible for translating brand vision into a portfolio of campaigns, digital/social initiatives and store-level activations that drive footfall, traffic, brand equity, revenue, and profitability. The role will lead and mentor a team of Brand & Digital Managers, manage agency and stakeholder relationships, and work cross-functionally with Merchandise, Retail, Content, E-commerce and Visual Merchandising to ensure brand plans convert into measurable business results.

Key Responsibilities

Brand Strategy & Business Growth

• Own the annual brand and marketing plan, aligned to revenue and profitability targets, and translate it into a quarterly campaign calendar.
• Identify growth levers – new occasions, categories, markets or channels – in partnership with business leadership to sustain the brand’s growth trajectory.
• Own and manage the marketing budget, ensuring efficient allocation across brand-building and performance/demand-generation spends, and track ROI.

Campaigns & Demand Generation

• Lead seasonal campaigns end-to-end (concept to execution) for the key wedding season, in alignment with management, agencies and cross-functional teams.
• Build a mix of always-on and tactical “spike” campaigns to drive social conversation, incremental Number of Bills (NOB) and demand through the year.
• Partner with creative, media, PR and celebrity/influencer partners to deliver high-impact, on-brief campaigns on time and within budget.

Digital & Social Leadership

• Set the social media growth agenda – benchmark engagement rate, follower growth and content quality against best-in-class category players, and own the plan to close the gap.
• Own the content calendar and production pipeline, including quarterly social/studio shoots and refreshes.
• Drive timely rollout of store-level and campaign content across the retail network in line with the seasonal calendar.

Store Experience & Footfall

• Design and pilot campaigns/activations that measurably increase store footfalls, in partnership with Retail teams.
• Ensure in-store brand experience – visual merchandising, campaign tie-ins and content – is consistent with brand positioning and rolled out on schedule.

Brand Health & Consumer Insight

• Institute and own periodic brand tracking studies; set benchmarks for awareness and consideration and translate findings into concrete action points.
• Use consumer and market insight to shape the following year’s brand calendar and continuously refine ongoing campaigns.

Team Leadership & Stakeholder Management

• Build, lead and mentor a team of Brand & Digital Managers and marketing specialists; set clear KRAs, review performance and build capability and bench strength.
• Act as the key marketing interface with senior management, agencies and cross-functional teams (Merchandise, Retail, E-commerce/D2C, Supply Chain, Finance), ensuring brand plans are understood and delivered against.

Candidate Profile

Experience

• 10+ years of progressive experience in brand marketing/brand management, including at least 3+ years in a brand leadership role, ideally within fashion, lifestyle, consumer tech, retail, categories with strong consumer brands.
• Demonstrated track record of leading always on digital content, PR, store activation and 360 campaigns that delivered measurable revenue, footfall or brand-health outcomes.
• Experience marketing to a franchise-led, multi-city retail network is a strong advantage; exposure to wedding, ethnic-wear or occasion-led categories is a plus.

Skills & Orientation

• Strong digital and social media acumen – content strategy, platform trends and the influencer/creator ecosystem – balanced with brand-building sensibility.
• Data-driven and comfortable owning KPIs, dashboards and brand-tracking research, and converting insight into action.
• Strong stakeholder management skills – able to work closely with senior/founding leadership, creative and media agencies, and cross-functional retail and sales teams.
• Proven people leadership – has built, led and mentored marketing teams.
• A growth and ownership mindset, comfortable operating in a fast-scaling, founder-led organisation.