Brand Manager

Company: InCred Money

Location: Mumbai

Experience: 59 years in Brand Marketing / Consumer Marketing / Integrated Marketing

Role Overview

InCred Money is building a trusted wealth-tech brand across asset classes including Digital Gold, Unlisted Shares, Equities, Mutual Funds, and Global Investments.

As Brand Manager , you will be the custodian of the InCred Money brand owning strategy, positioning, campaigns, creative excellence, and customer perception across all brand touchpoints except Social Media and PR.

Your role is to ensure:

• The brand stands for something clear
• Looks consistently premium
• Communicates with authority
• And converts better because of trust

Key Responsibilities

1. Brand Strategy & Positioning

• Own the brand positioning, messaging framework, and value proposition.
• Define core brand territories, emotion laddering, and category differentiation.
• Lead creation and evolution of brand architecture across products.
• Drive alignment of leadership and teams on brand direction.

2. Campaigns & Brand Communication

• Lead national and digital brand campaigns from concept to execution.
• Drive integrated campaigns across:
• Performance creatives
• Influencer integrations (in partnership with influencer team)
• App and website branding
• Product launches and feature stories
• Offline marketing assets

3. Creative Direction & Asset Ownership

• Own brand creative quality across:
• Ads
• Product screens
• Videos
• Websites
• Pitch decks
• Offline brand assets
• Partner with design and creative teams to raise creative benchmarks.
• Develop and maintain:
• Brand guidelines
• Visual systems
• Copy frameworks

4. Product & Experience Branding

• Work closely with product teams to:
• Translate features into user-level benefits.
• Improve in-app messaging clarity and persuasion.
• Ensure consistency in: UX copy, App language, Visual tone
• Drive launches, feature storytelling, and in-app brand presence.

5. Performance Brand Enablement

• Support performance marketing with:
• Brand-led ad frameworks
• Improved creatives
• Copy narratives
• Differentiation hooks
• Own the brand x growth bridge.
• Ensure conversion improvement through brand trust signals.

6. Brand Measurement & Governance

• Own brand tracking framework: Awareness, Recall, Trust, Consideration
• Run brand health trackers and consumer research.
• Conduct creative performance reviews.
• Act as the brand gatekeeper.

What This Role Does NOT Include

Day-to-day Social Media Management

PR & Media Relations

Corporate Communications

(These will be managed by separate teams.)

Must-Have Experience

• 59 years in: Brand marketing, Consumer marketing, Integrated marketing
• Strong creative judgement & aesthetic sense.
• Experience managing: Agencies, Designers, Creative vendors
• Ability to build brands in: High trust, High consideration categories
• Excellent communication & stakeholder management skills.

Good to Have

• Fintech / BFSI / SaaS / D2C experience.
• Exposure to scaling national brands.
• Consumer insight led brand strategy experience.
• App / product branding exposure.

Success Metrics

Clarity of brand positioning

Creative quality & distinctiveness

Campaign effectiveness

Brand trust & recall

Conversion uplift via brand-led initiatives

Internal brand alignment