General Manager – Marketing and Branding

The General Manager – Marketing will be responsible for developing and executing integrated marketing programs that support both short- and long-term business goals, with a strong focus on digital growth, content strategy, and performance-driven campaigns . This role requires leading multi-channel initiatives—including paid media, SEO/SEM, CRM, and marketing automation—to drive customer acquisition, engagement, and retention. The incumbent will also manage key partnerships with agencies, content creators, and platform vendors to ensure cohesive, high-impact execution across channels. A deep understanding of digital analytics, content effectiveness, and campaign optimization is essential to deliver measurable outcomes, while ensuring the brand’s presence remains relevant, scalable, and consistent across touchpoints. Job Description Strategic Communication and Brand Alignment Lead internal and external communication across SBUs to ensure clarity, alignment, and consistency in messaging across all digital and offline touchpoints. Standardize brand expression while localising content for digital platforms, ensuring adherence to VFS Global’s tone, voice, and visual identity across regions. Develop and implement integrated marketing strategies with a strong focus on digital performance, content marketing, and customer engagement to drive brand relevance and business impact. Oversee digital campaign planning, SEO/SEM, content strategy, and analytics across web, social, CRM, and paid media—ensuring cohesive execution in collaboration with partners and agencies. Amplify brand visibility through data-led PR, award submissions, and digital-first event promotion, tying into broader business and reputation objectives. Quality Assurance and Process Innovation Guarantee high-quality output by establishing new processes and driving continuous innovation. Ensure that all deliverables align with VFS Global’s defined quality benchmarks. Promote effective communication and information flow to strengthen management controls and support company direction. Ensure compliance with relevant standards (e.g., ISO 9001, 27001, 14001) and other applicable guidelines to uphold regulatory and ethical commitments. Team Management & Succession Planning Manage and develop staff, including performance management, training, and career development. Create and maintain a robust talent pipeline to ensure succession planning (1:2 ratio). Environment, Social & Governance Oversee corporate governance within the assigned region, ensuring alignment with organizational principles, policies, and regulations. Promote judicious use of natural resources and adhere to the organization's environment, health, and safety policies, objectives, and guidelines. Drive the organization's sustainability initiatives, working towards achieving established targets. Anti Bribery Management Systems (ABMS) Follow the ABMS roles and responsibilities details as prescribed on the ABMS manual. Understanding of ethical standards and the importance of integrity in business practices. Ability to identify and evaluate risks related to bribery in various business contexts. For more detailed explanation, follow the ABMS manual. Education Postgraduate or Global equivalent Degree in a related field. Experience 12–15 years of experience in digital marketing, growth marketing, or integrated marketing communications , with at least 5 years leading digital campaign teams or performance marketing projects . Prior experience in running multi-market digital campaigns , leading SEO/SEM, paid media, and content strategy is essential. Show more Show less