Lead – Brand Strategy

Company Overview

The House of Anita Dongre is India’s leading fashion house renowned for its commitment to craftsmanship, sustainability, and innovation. The brand actively drives impact in craft communities and promotes nature conservation through its Grassroot collective, emphasizing ethical and sustainable practices in fashion.

Job Summary

The Lead for Brand Strategy at the House of Anita Dongre (HOAD) will be responsible for shaping and executing distinctive brand strategies that highlight each brand’s unique identity. This role involves leading a cross-functional team to foster growth through compelling storytelling, immersive brand experiences, digital transformation, and establishing a strong global brand presence. The position aims to create deep emotional connections with discerning consumers while ensuring commercial success.

Responsibilities

• Strategic Brand Leadership: Define and implement clear, differentiated brand strategies aligned with the House’s overarching vision. Champion each brand’s voice, visual identity, and emotional appeal across all channels.
• Integrated Marketing Campaigns: Lead comprehensive 360° campaigns for seasonal collections, bridal launches, brand anniversaries, and cultural moments. Collaborate with Creative, Product, Merchandising, and Retail teams to deliver impactful launches and storytelling initiatives. Conceptualize and drive IP-led campaigns that reflect each brand’s DNA, such as sustainability-focused initiatives for Grassroot.
• Digital, E-Commerce & Performance Marketing: Develop and execute robust digital marketing strategies across search, display, social media, and influencer channels. Drive qualified traffic to digital platforms and generate high-quality leads for couture appointments. Work with tech and e-commerce teams to enhance the online brand experience.
• Social Media & Content Strategy: Curate differentiated social media strategies for each brand to ensure high engagement and relevance. Lead content creation including lookbooks, films, interviews, reels, and artisan features to build an emotional connection with a global millennial and Gen Z audience.
• PR, Celebrity & Influencer Strategy: Build strategic relationships with editors, stylists, influencers, and media outlets to secure key placements in leading fashion and sustainability publications worldwide. Leverage celebrity and influencer partnerships to enhance brand credibility and aspiration.
• Events, Shows & Experiential Marketing: Spearhead marquee events such as fashion shows, exhibitions, trunk shows, and experiential pop-ups. Drive the brand’s presence at international platforms to elevate visibility and engagement.
• Budgeting, Team Leadership & Performance: Lead a multidisciplinary marketing team across brand, digital, content, PR, and design functions. Manage marketing budgets, monitor performance KPIs, and ensure effective reporting. Foster a culture of innovation, agility, and excellence within the team.

Qualifications

• MBA or Master’s degree in Marketing, Luxury Brand Management, or Communications.
• 12–18 years of professional experience, with at least 5 years in luxury fashion, bridalwear, or sustainable/lifestyle brands.
• Deep knowledge of Indian and global luxury markets, especially in bridal and ethical fashion sectors.
• Proven track record of brand building, digital growth, and impactful storytelling.
• Strong creative judgment with the ability to collaborate effectively with design and content teams.
• Excellent communication, leadership, and cross-functional alignment skills.

Preferred Skills

• Experience managing both high-luxury and purpose-led brands.
• Exposure to influencer and celebrity-driven fashion marketing in India and internationally.

Experience

• 12 to 18 years of relevant experience in luxury/fashion/sustainable/lifestyle brand marketing.
• Demonstrated success in leading brand strategy, digital marketing, and integrated campaigns within the luxury sector.

Environment

This role is based in Mumbai, India, and involves working in a dynamic, creative, and fast-paced environment. The position may require travel for international events, fashion shows, and strategic meetings. The work setting includes collaboration across various teams including creative, digital, PR, and retail.

Note: Salary, specific start date, and other details are not specified.