Director/Senior Director - Brand Marketing

About the Role:

MobiKwik is looking for Director/Sr.Director - Brand Marketing to own the MobiKwik brand end to end - what it stands for, how it looks and sounds, and how it shows up across creative, social and influencer channels. Reporting to the CMO, this is a hands-on leadership role for a brand builder from a fast-growing internet company who can set strategy and also roll up their sleeves on briefs, scripts, edits and launches - delivering outsized impact with a lean team across payments, lending, investments and merchant businesses.

Key Responsibilities:

Brand Strategy & Positioning:

- Define and evolve MobiKwik's brand positioning, purpose, personality and brand architecture across consumer and merchant businesses.

- Build the annual brand plan and calendar, tied to business goals for acquisition, engagement and trust.

- Use consumer insight, category trends and competitive tracking to sharpen the brand's point of view.

Brand Creatives & Campaigns:

- Lead the creative vision for integrated campaigns across digital video, OOH, print, in-app and performance creatives.

- Own brand identity guidelines and ensure consistency at every touchpoint, from app screens to merchant collateral.

- Write sharp briefs, run creative reviews and drive product launches and festive/IPL moments with fast execution.

Social Media:

- Set the social media strategy and brand voice across Instagram, X, YouTube, LinkedIn and emerging platforms.

- Build a content engine for always-on, topical and moment marketing with quick turnaround; grow community, engagement and organic reach.

Influencer & Creator Marketing:

- Build and scale the influencer programme across macro, micro and nano creators, including finance creators - from selection and briefing to contracting, approvals and performance tracking.

- Ensure all creator content on financial products complies with SEBI, RBI and ASCI guidelines and disclosure norms.

Brand Health & Measurement:

- Track brand health metrics - awareness, consideration, NPS, share of voice and sentiment - and act on the insights.

- Demonstrate return on brand spend through clear metrics and regular reporting to leadership.

Team, Agencies & Budget:

- Lead and grow a lean, high-performing brand team; hire, coach and set clear goals.

- Manage creative, social, influencer and production agencies; own the brand budget.

- Partner closely with product, growth/performance marketing, PR, legal & compliance and business heads.

Candidate Requirements:

- 12 - 16 years of brand marketing experience, with at least 5 years leading brand for a fast-growing internet or consumer-tech company (fintech, e-commerce, quick commerce, OTT, consumer apps).

- MBA/PGDM in Marketing from a reputed institute preferred.

- A strong portfolio of integrated campaigns led end to end, with measurable impact on brand and business metrics.

- Deep hands-on experience in social media and influencer/creator marketing at scale.

- Strong creative judgement and a proven ability to deliver big outcomes with lean teams and tight budgets.

- Comfort with data - brand tracking, social analytics and linking spend to outcomes.

- Fintech/BFSI or regulated-category experience, and exposure to both B2C and B2B (merchant) brand building, is a strong plus.

- Excellent communication and stakeholder management; able to operate both strategically and hands-on.