This individual will be responsible for developing brand strategies, marketing plans, and product innovations to drive product growth. They should feel comfortable working cross-functionally to execute these strategies and ensure brand consistency. ResponsibilitiesRole OverviewThis role is responsible for leading all above‑the‑line (ATL) brand communication, media planning and execution, annual media partnerships, and creative services for FIL and MMF.This role acts as the central authority for mass‑reach brand communication, ensuring that all high‑visibility initiatives reflect a consistent, credible, and long‑term brand identity. It combines strategic judgement, execution discipline, and creative stewardship, working closely with media agencies, creative partners, and internal stakeholders.The role requires maturity, brand sensitivity, and strong agency‑handling capability, as decisions made here directly impact the organisation’s public perception, recall, and reputational equity.Key Responsibilities:1)ATL Campaign Planning & ExecutionPlan, coordinate, and execute ATL campaigns across approved channels such as:-Print-Outdoor-Radio-Other mass or semi‑mass media as required.Translate annual brand and campaign priorities into structured ATL plans.Ensure ATL activities are well‑timed, relevant, and aligned with broader marketing and business objectives.Balance continuity branding with campaign‑specific communication.2)Media Planning, Buying & Deployment OversightAct as the primary marketing owner for media planning and execution, working closely with media agencies.-Review and guide media plans to ensure:-Right channel selection-Appropriate geographic spread-Effective visibility without wastageOversee release schedules, insertions, and on‑ground media execution.Ensure coordination between ATL media releases and other communication efforts such as BTL, PR, and digital.3)Annual Media Tie‑Ups & Long‑Term PartnershipsIdentify, negotiate, and manage annual or long‑term media partnerships with key publications, properties, or platforms.Ensure such tie‑ups support sustained brand visibility rather than fragmented exposure.Track performance and effectiveness of long‑term associations.Act as the single point of accountability for institutional media relationships.4)Creative Services & Brand CustodianshipServe as the brand custodian for all ATL and mass‑communication creatives.Review and approve all concepts, layouts, scripts, artworks, and final outputs for:-Brand tone-Visual consistency-Messaging clarityEnsure all creative outputs align with established brand guidelines and long‑term positioning.Guard against dilution of brand identity through inconsistent or over‑thematic execution.5)Creative Agency & Production ManagementManage creative agencies, production partners, and vendors involved in ATL or large‑scale communication.Develop clear briefs, review proposals, and control revision cycles.Ensure timelines, quality benchmarks, and deliverables are met without compromise.Maintain healthy, professional agency relationships while retaining decision authority internally.6)Creative Systems, Templates & Asset GovernanceDevelop and maintain creative templates for recurring ATL and brand‑level requirements.Build and manage a central repository for:-Master creatives-ATL artworks-Campaign assetsEnsure version control and easy access for internal teams.Enable scale without inconsistency as campaigns repeat or expand.7)Integrated Campaign Coordination Work closely with:BTL & Trade MarketingSocial Media & PRDigital Platforms & Dealer Engagement teamsto ensure integrated campaign delivery.Ensure ATL messaging complements on‑ground execution and digital communication.Avoid duplication, message conflict, or timing mismatches across channels. Qualifications Bachelor's degree or equivalent in Marketing5+years' brand management or marketing experience