Brand Marketing Lead
Reports to: VP Marketing
Location: Delhi NCR
(on-site)
Team: you will shape and lead the brand
function
Experience: 7+ years
Compensation: Competitive,
commensurate with experience
About Dentalkart
Dentalkart is India's leading
online dental marketplace. We supply the dentists, clinics, and labs that run
the country's oral healthcare, from single-chair practices to multi-clinic
groups, alongside a fast-growing base of everyday consumers. Waldent, our own
brand, sits inside the catalog. Because dental practices reorder on a
predictable cycle, the right merchandising, retention, and category decisions
compound month after month. We are building a new, owner-led marketing
structure, and this is one of five leadership seats in it.
Why this role exists
Today brand exists only as a
reputation score. It needs an owner. You build how Dentalkart is perceived,
remembered, and chosen, so that when a dentist or a consumer thinks about
dental supplies, they think of us first. This seat creates the demand that
performance marketing later captures more cheaply.
What you own
• Brand perception and brand personality across every
customer touchpoint
• Top-of-mind awareness and brand salience
• The social presence, the community, and the brand voice
that runs through both
• The Dentalkart brand narrative, and the positioning of
Waldent as a product brand in partnership with Category
What you will do
• Define and write down the brand: positioning,
personality, voice, and the few associations you want to own in the customer's
mind
• Build an always-on social and content presence that
grows salience, not just follower count
• Run brand campaigns and partnerships, including
influencers and the dental community, that move awareness and consideration
• Stand up brand measurement: aided and unaided
awareness, top-of-mind awareness, branded search volume, share of voice,
sentiment, and brand-lift studies
• Shape and protect reputation alongside the ORM
function, and treat sentiment as a managed asset
• Hand Performance and Merchandising a brand that makes
their conversion easier
How you will be measured
• Aided and unaided awareness and top-of-mind awareness
in the target audience
• Branded search volume and share of voice
• Brand sentiment and reputation scores
• Community and social growth that ties to salience and
consideration, not vanity reach
What good looks like in your first 6 to 12
months
• By month 6, a measurable move in a hard brand metric
you baselined early (branded search volume, aided or top-of-mind awareness, or
share of voice), not just a brand document
• At least one brand campaign proven to have moved
consideration or awareness, with the lift measured rather than asserted
• A brand platform adopted in practice across
Performance, Merchandising, and Creative, visible in how they actually show up,
so salience is compounding rather than sitting in a deck
Must-haves
• MBA or PGDM from a Tier-1 institute (IIM, ISB, XLRI,
FMS, MDI, SPJIMR, IIFT or equivalent)
• 6+ years in brand marketing, brand management, or
social and content brand building, ideally for a consumer or platform brand
• Experience building brand measurement (awareness,
top-of-mind, sentiment, brand lift), not only running content
• Strong storytelling and creative judgement, with the
rigour to prove brand impact
• A body of brand work with measured outcomes
Preferred
• Experience taking a category or challenger brand from
low to high salience
• Influencer and community-led growth experience
• Exposure to healthcare, wellness, or professional and
expert audiences
This role is for you if
You can hold a creative vision
and still defend it with awareness and salience data. It is not for you if you
see brand as posting frequency rather than the deliberate construction of
memory and meaning.
Requirements
• MBA or PGDM from a Tier-1 institute (IIM, ISB, XLRI,
FMS, MDI, SPJIMR, IIFT or equivalent)
• 6+ years in brand marketing, brand management, or
social and content brand building, ideally for a consumer or platform brand
• Experience building brand measurement (awareness,
top-of-mind, sentiment, brand lift), not only running content
• Strong storytelling and creative judgement, with the
rigour to prove brand impact
• A body of brand work with measured outcomes
