Head of Brand Marketing – Mahindra Manulife Insurance Ltd - India Joint Venture

Company Overview

Mahindra Manulife Insurance Ltd is a joint venture in the Indian market focusing on providing innovative insurance solutions. It is part of the larger Mahindra Group, known for its values of integrity, customer-centricity, and commitment to community upliftment. The company aims to provide personalized services while upholding high standards of professionalism in the financial services sector.

Job Summary

The Head of Brand Marketing plays a critical leadership role in the Marketing function, overseeing the development and stewardship of the brand at a crucial stage of organizational formation. This position is responsible for crafting the brand's identity, positioning, and market presence, while ensuring consistent expression across all customer and distribution touchpoints. Reporting to the Chief Marketing & Customer Officer, the incumbent will collaborate closely with various internal stakeholders and external partners to drive brand equity as a long-term organizational asset.

Responsibilities

• Strategy & Functional Leadership

  • Define brand strategy, architecture, and long-term positioning aligned with corporate vision and business goals.
  • Translate business strategy into brand priorities, roadmaps, and annual marketing plans with measurable success metrics.
  • Champion brand as a strategic asset within the organization to foster brand-led growth.

• Operating Model & Governance

  • Design and implement the Brand Marketing operating model and governance frameworks.
  • Establish brand governance processes to ensure consistent messaging across stakeholders.
  • Build and manage an integrated agency ecosystem, including creative, media, digital, and research partners.

• Business Growth & Distribution Enablement

  • Partner with distribution teams to develop marketing campaigns that enhance lead generation and channel performance.
  • Design marketing support for product launches, enabling sales teams with relevant materials.

• Customer & Market Insights

  • Commission and interpret consumer research and competitive intelligence to inform brand strategy.
  • Lead brand tracking programs and translate insights into actionable interventions.

• Advertising, Media, Social Media & ORM Management

  • Own the marketing communications strategy from conception to measurement, including media planning and optimization.
  • Manage online reputation through effective strategies and content development across social platforms.

• Sponsorships, Events & Brand Experience

  • Identify and manage strategic sponsorships that enhance brand visibility.
  • Oversee brand events and activations that reinforce brand positioning.

• Digital & Technology Enablement

  • Collaborate with the Digital Platforms team to ensure compelling brand expression across digital properties.
  • Champion data-driven brand management.

• Risk, Compliance & Regulatory Alignment

  • Ensure compliance of all brand communications with regulatory standards set by relevant authorities.

Qualifications

• Education:

  • MBA or Postgraduate Degree in Marketing, Management, or equivalent from a premier institution.
  • Additional certifications in brand management or digital marketing are advantageous.

• Experience:

  • Minimum of 10-13 years in brand marketing, with at least 5 years in a senior leadership role.
  • Proven track record of developing brand strategies for large-scale consumer organizations in the BFSI or insurance sector.
  • Experience managing integrated agency ecosystems, with accountability for marketing budgets.

Preferred Skills

• Experience in a greenfield or startup insurance entity.
• Ability to build brand teams and marketing functions from the ground up.

Experience

• Minimum 10-13 years of progressive experience, with demonstrated success in brand strategy within BFSI sectors.

Environment

The role is based in Mumbai, India, and is suited for a dynamic, fast-paced environment typical of a marketing function in the financial services sector.

Salary

Not specified.

Growth Opportunities

Potential career advancement opportunities exist as the brand grows and expands within the market.

Benefits

• A competitive package may include health insurance, paid leave, and performance bonuses, although specific benefits are not detailed.