Manager - Mktg. & Branding, Accessories

Responsibilities & Key Deliverables

The Manager - Marketing & Branding will be responsible for driving the growth, visibility, and market positioning of the Mahindra’s automotive accessories portfolio across SUVs, commercial vehicles, and emerging mobility segments.

The role will drive integrated marketing initiatives spanning Above-the-Line (ATL), Below-the-Line (BTL), and digital channels to enhance brand visibility, customer engagement, and business growth.

Key responsibilities include:

• Develop and execute annual marketing and brand strategies for automotive accessories aligned with business growth objectives.
• Create and manage integrated ATL, BTL, digital, and dealer-led campaigns to increase awareness, consideration, and adoption of the accessories portfolio.
• Build and strengthen the accessories brand by ensuring consistency in branding, communication, visual identity, and customer messaging across all touchpoints.
• Develop product positioning, value propositions, and marketing collateral for new accessory launches and existing product lines.
• Collaborate with product development, sales, dealer network, and customer experience teams to ensure successful go-to-market execution.
• Plan and execute product launches, auto-expo exhibits, roadshows, experiential marketing events, customer activations, and dealership engagement programs.
• Drive digital marketing initiatives including social media campaigns, performance marketing, influencer collaborations, content marketing, and e-commerce promotions.
• Work closely with creative, media, PR, and digital agencies to develop impactful campaigns that enhance brand visibility and customer engagement.
• Monitor market trends, competitor offerings, aftermarket developments, and customer preferences to identify new branding and business opportunities.
• Track campaign effectiveness through defined KPIs such as leads generated, accessory penetration, campaign reach, customer engagement, dealer participation, and return on marketing investment.
• Support merchandising, point-of-sale branding, dealership displays, catalogues, and retail branding initiatives to enhance the customer purchase experience.
• Prepare periodic reports and management reviews on campaign performance, brand health, and sales impact.

Education Qualification

We prefer candidates with:

• MBA or PGDM in Marketing, Brand Management, or a related field.
• Certifications in Digital Marketing, Brand Management, Marketing Analytics, or Advertising will be an added advantage.

Critical Experience

Candidate must have following relevant experience:

• 5 to 7 years of progressive experience in marketing, branding, or integrated communications roles.
• Proven experience in managing ATL, BTL, and digital marketing campaigns.
• Demonstrated expertise in brand building, campaign execution, and stakeholder management.
• Experience in coordinating product launches, brand activations, events, and public relations initiatives.
• Strong understanding of digital marketing platforms, social media management, marketing automation, and campaign analytics.
• Experience working with creative agencies, media partners, and external vendors.
• Track record of successfully driving measurable business outcomes through marketing initiatives.

General Requirements

• Strong passion for automobiles, vehicle personalization trends, and customer-centric branding.
• Excellent strategic thinking, planning, and campaign execution capabilities.
• Strong communication, presentation, and stakeholder-management skills.
• Ability to work effectively with cross-functional teams including product management, engineering, sales, supply chain, and dealer partners.
• Analytical mindset with proficiency in marketing metrics, campaign analytics, and ROI tracking.
• Strong project management skills with the ability to manage multiple launches and campaigns simultaneously.
• Proficiency in digital marketing platforms, CRM tools, social media analytics, and marketing automation tools.
• Creative mindset with the ability to convert product features into compelling customer value propositions.
• Ability to work collaboratively in a cross-functional and fast-paced environment.
• Self-driven, result-oriented, and capable of delivering outcomes with minimal supervision.