General Manager - Brand Marketing

Job Title: General Manager - Brand Marketing

We are seeking an experienced, strategic, and commercially oriented General Manager - Brand Marketing to lead KreditBee’s overall brand agenda and build the brand into a long-term driver of consumer preference, trust, customer acquisition, and sustainable business growth.

The role will be responsible for defining and executing brand strategy, positioning, integrated campaigns, digital and social media, communication strategy, consumer insights, brand refresh, marketing effectiveness, and brand governance.

The ideal candidate will have significant experience leading brand strategy and integrated marketing for a scaled consumer business, with a proven track record of building or transforming brands while maintaining a strong focus on business and commercial outcomes. The candidate should possess strong consumer intuition, creative judgment, analytical capabilities, commercial acumen, leadership skills, and the ability to translate long-term strategy into high-quality execution.

• Own KreditBee’s overall brand strategy, positioning, architecture, and long-term brand agenda.

• Translate business priorities and consumer insights into a clear and differentiated brand strategy.

• Lead annual and long-range brand planning across communication, campaigns, media, content, and consumer engagement.

• Define the role and positioning of the KreditBee master brand across its expanding portfolio of financial products and services.

• Build and track brand salience, awareness, consideration, preference, trust, and other relevant brand health metrics.

• Ensure the brand continues to evolve in line with changing consumer expectations, category dynamics, competitive landscape, and business priorities.

• Establish clear brand principles and frameworks to guide communication and consumer experiences across touchpoints.

• Partner with Business, Growth, Product, Analytics, and other teams to connect brand initiatives with acquisition, conversion, cross-sell, retention, and long-term customer value.

• Strengthen performance marketing through stronger propositions, creative strategy, brand familiarity, and consumer understanding.

• Drive brand-led initiatives that improve organic acquisition across SEO, GEO, content, social, and emerging discovery channels.

• Build frameworks that connect brand investments with medium- and long-term commercial outcomes.

• Develop an integrated approach where brand and performance marketing operate as a connected growth engine.

• Identify opportunities to use brand strength to improve customer acquisition efficiency, conversion, engagement, and loyalty.

• Bring a strong commercial perspective to brand investment and prioritisation decisions.

• Lead major integrated marketing campaigns end-to-end, from consumer and business problem definition through creative strategy, media planning, execution, and measurement.

• Translate consumer insights and business objectives into compelling propositions, communication territories, and campaign platforms.

• Develop campaigns across digital, video, television, outdoor, partnerships, content, social media, and other relevant channels.

• Set high standards for creative distinctiveness, execution quality, consistency, and marketing effectiveness.

• Work closely with creative, media, digital, production, and other agency partners to deliver high-quality campaigns.

• Ensure campaigns are aligned with brand strategy, business objectives, customer needs, and target audience insights.

• Evaluate campaign performance and continuously improve creative and media effectiveness.

• Own KreditBee’s overall digital and social media brand strategy.

• Define channel strategy, content architecture, social campaigns, creator/influencer initiatives, and digital-first brand properties.

• Define the role of digital platforms across brand building, consumer engagement, financial education, reputation, and acquisition.

• Build a distinctive, contemporary, and relevant digital presence for KreditBee.

• Develop strategies to strengthen organic discovery, engagement, and consumer consideration across digital platforms.

• Partner with internal Digital, Social Media, Content, Growth, and Performance Marketing teams to deliver integrated digital initiatives.

• Connect digital performance metrics with broader brand and business outcomes.

• Identify emerging digital platforms, formats, technologies, and consumer behaviours relevant to the brand.

• Play a central role in defining KreditBee’s overall communication strategy, narrative, messaging framework, and tone of voice.

• Develop clear and consistent messaging frameworks across products, customer segments, and communication channels.

• Work closely with PR & Corporate Communications to ensure alignment between consumer communication, digital presence, and corporate reputation.

• Provide strategic direction on major communication initiatives that have implications for the organisation and its brand.

• Ensure consistency of brand narrative across advertising, digital, social media, PR, customer communication, and other external touchpoints.

• Work with Product, Business, Customer Experience, and other teams to simplify complex financial products and propositions into clear consumer communication.

• Lead the organisation-wide rollout of KreditBee’s brand refresh and translate the refreshed identity and positioning into a structured implementation programme.

• Develop and execute a comprehensive brand transition plan across consumer, employee, partner, and corporate touchpoints.

• Collaborate with Product, Technology, HR, Business, Customer Experience, PR, Operations, and other functions to drive organisation-wide adoption.

• Establish brand guidelines, toolkits, templates, and governance mechanisms to ensure consistent brand adoption.

• Drive awareness and understanding of the refreshed brand among employees and partners.

• Ensure the refreshed brand identity is consistently reflected across digital platforms, products, customer journeys, physical touchpoints, communication, and marketing assets.

• Monitor adoption and identify gaps to ensure effective implementation across the organisation.

• Build a strong consumer insights engine using market research, behavioural data, social listening, customer insights, and competitive intelligence.

• Translate consumer insights into actionable recommendations for brand strategy, product propositions, campaigns, and customer experience.

• Establish appropriate brand and campaign measurement frameworks.

• Connect brand and marketing metrics, wherever possible, with acquisition, conversion, customer growth, retention, and other business outcomes.

• Track marketing effectiveness and identify opportunities to improve return on marketing investment.

• Develop a culture of continuous learning, experimentation, testing, and optimisation across marketing investments.

• Monitor consumer behaviour, category trends, competitive activity, and emerging opportunities.

• Build and lead a high-performing brand and digital marketing team.

• Define clear roles, responsibilities, KPIs, objectives, and performance expectations for the team.

• Recruit, develop, coach, and retain strong marketing talent.

• Build capabilities across brand strategy, consumer marketing, digital, social media, content, creative, and marketing effectiveness.

• Foster a culture that combines creative ambition, execution discipline, collaboration, and commercial accountability.

• Conduct regular performance reviews and provide ongoing coaching and development.

• Identify capability gaps and implement appropriate training and development initiatives.

• Lead relationships with creative, media, digital, research, production, PR, and other marketing agencies.

• Develop clear agency briefs, objectives, deliverables, timelines, and success metrics.

• Evaluate agency performance and ensure high standards of strategic and creative output.

• Manage the overall brand marketing budget and investment priorities.

• Allocate marketing investments based on strategic priorities, business impact, consumer opportunity, and expected returns.

• Ensure effective budget utilisation and financial discipline across brand initiatives.

• Negotiate commercials and ensure appropriate value from agency and external partner relationships.

• Partner with senior stakeholders across Business, Product, Growth, Technology, Customer Experience, HR, PR, Finance, and other functions.

• Translate business priorities into consumer, brand, and marketing opportunities.

• Bring the consumer perspective into business decision-making.

• Drive alignment across stakeholders for major launches, campaigns, brand transformation initiatives, and strategic marketing programs.

• Work closely with Product and Business teams to ensure brand strategy is reflected in customer propositions and experiences.

• Contribute as a senior marketing leader to the broader marketing and business strategy of KreditBee.

• Represent the brand marketing function in senior leadership discussions and strategic business reviews.

• Develop and monitor brand and marketing dashboards covering key performance indicators.

• Track brand awareness, consideration, preference, trust, campaign effectiveness, digital engagement, acquisition, organic growth, and other relevant metrics.

• Prepare and present regular brand and marketing performance reviews to senior leadership.

• Identify performance gaps and develop action plans to improve marketing effectiveness.

• Use data, consumer insights, and business analytics to optimise marketing investments and resource allocation.

• Establish clear measurement frameworks for major brand campaigns and strategic initiatives.

• Establish and maintain strong brand governance across the organisation.

• Ensure consistent application of brand identity, positioning, messaging, tone of voice, and communication principles.

• Review major consumer-facing communication and marketing initiatives for brand consistency.

• Develop brand guidelines, playbooks, toolkits, and approval frameworks.

• Ensure consistency of brand experience across digital, product, customer service, marketing, employee, partner, and corporate touchpoints.

• Continuously evaluate and strengthen the brand experience as KreditBee expands its product and service portfolio.

• Bachelor’s degree in Marketing, Business Administration, Communications, Economics, or a related field.

• MBA/PGDM in Marketing, Business Management, or a related discipline is preferred.

• 10+ years of relevant marketing experience, with significant experience leading brand strategy and integrated marketing for a scaled consumer business.

• Proven experience in building, repositioning, transforming, or scaling a consumer brand.

• Strong experience across brand strategy, consumer marketing, integrated campaigns, digital/social media, and marketing effectiveness.

• Experience managing significant marketing budgets and multiple agency relationships.

• Proven experience building and leading high-performing marketing teams.

• Experience in financial services, fintech, consumer internet, e-commerce, technology, FMCG, or other large consumer-facing categories is preferred.

• Strong track record of connecting brand initiatives with business and commercial outcomes.

• Strong understanding of brand strategy, positioning, architecture, and consumer marketing.

• Strong understanding of integrated marketing and multi-channel campaign development.

• Strong understanding of the relationship between brand, performance marketing, organic acquisition, customer experience, and customer lifetime value.

• Strong consumer insight and research capabilities.

• Strong creative judgement and ability to evaluate communication and creative work.

• Strong analytical and commercial orientation.

• Excellent stakeholder management, communication, negotiation, and leadership skills.

• Ability to operate comfortably between long-term strategy and hands-on execution.

• Strong understanding of digital, social media, content, creator/influencer marketing, and emerging consumer channels.

• Experience working in fintech, banking, NBFC, digital lending, insurance, payments, or other financial services businesses.

• Understanding of consumer financial products and the challenges associated with building trust in financial services.

• Experience simplifying complex financial products and propositions into compelling consumer communication.

• Exposure to building a multi-product financial services brand.

• Experience leading a major brand refresh, repositioning, rebranding, or identity transformation.

• Experience managing organisation-wide brand rollouts across multiple consumer and internal touchpoints.

• Experience developing brand architecture and governance frameworks.

• Experience building brands through periods of significant business transformation or category expansion.

• Strong understanding of performance marketing, SEO, GEO, organic acquisition, content marketing, social media, and digital discovery.

• Experience connecting brand investment with CAC, conversion, organic acquisition, customer growth, and marketing ROI.

• Experience working closely with Growth, Product, Analytics, and Performance Marketing teams.

• Exposure to emerging digital platforms, AI-enabled marketing, creator ecosystems, and new consumer discovery channels.

• Strong proficiency in Excel and familiarity with Power BI, Tableau, Google Analytics, or similar reporting tools.

• Ability to interpret consumer research, behavioural data, marketing performance, and business analytics.

• Experience developing brand health and marketing effectiveness frameworks.

• Strong understanding of marketing ROI, attribution, incrementality, and campaign measurement.

• Opportunity to shape the next phase of KreditBee’s brand evolution.

• Opportunity to define what KreditBee stands for as it progresses towards its Digital Bank vision.

• Significant ownership of brand strategy, integrated marketing, digital, social media, and brand transformation.

• Opportunity to lead an organisation-wide brand refresh and build the next version of the KreditBee brand.

• Exposure to multiple financial products including Personal Loans, Two-Wheeler Loans, Business Loans, Loans Against Property, UPI, insurance, and credit-related services.

• Opportunity to work closely with senior leadership and cross-functional business leaders.

• Significant influence on customer acquisition, consumer preference, trust, and long-term business growth.

• Opportunity to build and lead high-performing marketing teams and agency ecosystems.

• Collaborative, performance-driven, and growth-focused culture.

• Continuous learning, leadership development, and career growth opportunities.

• Competitive compensation and benefits.

Position: General Manager - Brand Marketing

Function: Marketing

Employment Type: Full-Time

Experience Level: Senior Leadership (10+ Years)

Location: Bengaluru

Reporting to: Chief Marketing Officer

KreditBee is committed to maintaining a transparent, fair, and secure recruitment process. We have become aware of fraudulent individuals and entities falsely claiming to represent KreditBee and offering fake employment opportunities.

Please note that KreditBee never asks candidates to pay any money for registration, training, certifications, security deposits, or any other purpose at any stage of the recruitment process. All official recruitment communications are sent through verified company email domains, primarily @, @, and @. Candidates are advised to verify the sender’s email address before responding to any recruitment-related communication. KreditBee does not conduct recruitment through unofficial email addresses or request payments.

If you receive a suspicious job offer, interview invitation, or recruitment-related communication claiming to be from KreditBee, do not make any payment or share sensitive personal or financial information.

Disclaimer: KreditBee shall not be responsible for any loss, damage, or claims arising from fraudulent job offers or recruitment communications made by unauthorized individuals or entities falsely representing KreditBee. Candidates should exercise due diligence and verify the authenticity of all recruitment-related communications before taking any action.

This job description is intended to outline the general nature and key responsibilities of the position. It is not intended to be an exhaustive list of all duties, responsibilities, or qualifications associated with the role. The responsibilities and qualifications described may be subject to change, and other duties may be assigned as needed. Employment is at-will, meaning the employee or the employer may terminate the employment relationship at any time, with or without cause,. The data collected will be stored and processed in accordance with our privacy policy and applicable data protection laws. Your information will only be shared with relevant internal stakeholders and will not be disclosed and with or without notice.

By applying for this position, you acknowledge and agree that any personal data you provide may be used for recruitment and employment purposes. The data collected will be stored and processed in accordance with our privacy policy and applicable data protection laws. Your information will only be shared with relevant internal stakeholders and will not be disclosed to third parties without your consent, unless required by law.