TSI - Patiala
Aditya Birla Group
Section Head - Brand Development @ Mumbai
About this role
Job Purpose
To build and grow brand awareness, consumer preference and aspirational imagery for Linen Club and its variants, through consumer-led brand communication and efficient media investment, in order to deliver sustained, profitable business growth.
Job Context & Major Challenges
Job Context:
Linen Club is India's leading linen fabric and apparel brand, with a footprint spanning over 200 exclusive brand outlets (EBOs) and 8,000+ multi-brand outlets (MBOs) across the country. The brand also has a growing presence in the online space through its D2C channel, Linenclub.com, and across all leading e-commerce marketplaces.
We are looking for an experienced brand marketing professional to lead all brand communication initiatives, rooted in consumer understanding, market dynamics and efficient media planning. The incumbent will drive brand communication development, consumer research and traditional/digital media planning and execution for Linen Club and its variants. Additionally, the role will also be responsible for brand communication for our premium cotton brand, Soktas.
Challenges:
- Balancing continued investment in traditional media (TV, print) with the fast-growing digital and e-commerce consumer base.
- Driving premiumization of the brand and its aspirational appeal while protecting volume growth across a wide retail footprint of 200+ EBOs and 8,000+ MBOs.
- Managing multiple external stakeholders — creative, media, research and production agencies — to ensure consistent, high-quality brand execution across all touchpoints.
- Keeping pace with evolving fashion and lifestyle consumer trends in a category with long purchase cycles.
- Delivering brand communication mandates for both Linen Club and Soktas within a shared team and budget.
Key Result Areas
| KRA (Accountabilities) (Max 1325 Characters) | Supporting Actions (Max 1325 Characters) | |
|---|---|---|
| KRA1 | Consumer Research | Lead all consumer research for brand development — brief agencies, align stakeholders and deliver actionable insights. Translate research insights into brand development work with speed and agility. Track and manage brand health metrics and top-down brand targets year on year. |
| KRA2 | Communication Development | Lead the mainline creative agency on brand marketing creatives across all consumer touchpoints. Manage and deliver high-quality advertising shoots across static, digital and TVC formats. Partner with sales and other departments to proactively create the collaterals they need. Identify communication trends, opportunities and areas of improvement, benchmarked against category and competition. |
| KRA3 | Media Planning & Buying | Lead the annual media plan with the agency in line with brand plans and budgets. Develop effective media campaigns across TV, print, digital and outdoor in close collaboration with the media agency. Monitor competitive activity on a monthly basis and use the insights to dynamically improve media performance. Continuously identify media opportunities, best practices and innovative solutions to optimise reach and ROI. |
| KRA4 | Social Media Brand Presence | Support brand presence on the D2C channel (Linenclub.com) and leading marketplaces with consistent visual identity. Collaborate with the e-commerce and digital teams on content, campaigns and platform-specific communication. Track digital brand metrics and consumer engagement to inform brand strategy. Lead social media |
| KRA5 | Budget & MIS | Manage the marketing budget effectively and allocate resources strategically across brand initiatives. Stay abreast of industry trends, market dynamics and marketing automation/technology advancements. Identify and pursue strategic partnerships to expand reach and brand awareness. Prepare periodic MIS and performance reports for leadership review. |
Frequently Asked Questions
Is the salary disclosed for the Section Head - Brand Development @ Mumbai position at Aditya Birla Group?
The salary for this Section Head - Brand Development @ Mumbai role at Aditya Birla Group is not publicly listed. Click "Apply Now" to learn more about the compensation package on their official careers page.
Where is the Section Head - Brand Development @ Mumbai position at Aditya Birla Group located?
This Section Head - Brand Development @ Mumbai role at Aditya Birla Group is based in Mumbai, Maharashtra, India. The position is listed as on-site or hybrid. Check the full job description or apply directly to confirm the work arrangement.
How do I apply for the Section Head - Brand Development @ Mumbai position at Aditya Birla Group?
Click the "Apply Now" button on this page. You will be redirected to Aditya Birla Group's official application portal hosted on peoplestrong where you can submit your application directly.
When was the Section Head - Brand Development @ Mumbai job at Aditya Birla Group posted?
This Section Head - Brand Development @ Mumbai position at Aditya Birla Group was posted on Sep 30, 2026. Apply as soon as possible — early applications are often reviewed first.
Section Head - Brand Development @ Mumbai
Aditya Birla Group
You'll be redirected to Aditya Birla Group's official application page on peoplestrong.