Reports to:
Position overview
We’re looking for a Senior Marketing Manager- Brand communications to anchor and elevate Nicobar’s brand narrative across every platform. This is a thinking + steering role - driving communication strategy for collection campaigns, social storytelling, CRM, influencers, retail moments, and brand interventions.
You will shape campaign narratives, guide creative direction, and ensure every piece of communication feels distinctly Nicobar.
Social media is a key focus - you’ll lead the monthly plan, content direction, and creator/influencer collaborations.
It’s a thinking and steering role meant for someone who can see the big picture, bring teams together, and uphold the brand lens across everything we put out into the world.
Key responsibilities
1. Brand & communication strategy
- Own the year-round communication strategy across seasonal drops, brand interventions, festivals, CRM pushes, and sale periods.
- Build and co-create campaign briefs for seasonal launches based on design inspiration, merchandising priorities, and business objectives.
- Translate strategic goals into clear communication plans for content, visual design, CRM, digital, social, and retail teams.
- Review all brand assets to ensure they are on-brief, on-brand, and creatively strong.
- Build category-led communication frameworks — especially for Menswear and other growth categories.
- Oversee the annual + monthly marketing calendar (created by the Manager) to ensure it reflects all major marketing interventions with the right balance of campaigns, content, CRM, and brand storytelling month on month.
2. CRM Strategy & creative direction
- Lead the communication strategy for CRM across channels (NL/WhatsApp/RCS/SMS), anchored in business goals and customer behavior.
- Work closely with the CRM lead to shape journeys, segmentation logic, cohorts, and trigger-based flows- ensuring communication aligns with customer intent and lifecycle stages.
- Map monthly CRM performance (CTR, revenue contribution, engagement, drop-offs) to identify what’s working, what’s not, and where creative or structural pivots are needed.
- Stay updated on emerging CRM content formats and industry benchmarks, sharing inspiration and new ideas with the comms team to elevate the channel.
3.Social Media:
Role with respect to social media: develop and execute a dynamic social media strategy for Nicobar, focusing primarily on Instagram. You will drive brand engagement through content planning, influencer collaborations, and performance analysis, ensuring that all efforts align with business objectives and resonate with our target audience.
- Lead the monthly social strategy — content buckets, hooks, guidelines, and story arcs.
- Oversee content creation, ensuring everything aligns with the brand voice and campaign objectives.Guide and mentor the content team through structured reviews and clear feedback.
- Build and maintain the monthly publishing calendar across formats.
- Track content performance (engagement, reach, interactions) and use insights to refine direction.
- Stay abreast to platform trends, industry references, and format innovation.
- Lead influencer and creator collaborations — from selection to concept, to storytelling to rollout.
- Support editorial campaigns and mini IPs to drive deeper engagement.
4. Performance & business-insight-led communication
- Use company, category, and channel-level performance data to inform communication strategy.
- Adjust messaging based on insights from CRM, digital performance, retail behaviour, and customer responses.
- Partner with digital and retail marketing to guide communication pivots based on real-time business needs.
- Lead the Monthly Business Review for communication — showcasing insights, learning, and next steps.
5. Collaborations & CSR
- Lead communication strategy for select brand collaborations — from positioning to rollout.
- Maintain partner alignment while protecting the Nicobar aesthetic.
- For CSR (e.g., NicoBark), build frameworks that grow impact and storytelling.
6. Cross-functional leadership :
- Merchandising: to understand seasonal plans, depth, category bets, and what needs storytelling.
- Design: to understand inspirations, techniques, and newness, adding depth to creative briefs.
- Sourcing: for packaging, tagging, and product details relevant to communication.
- Internal Marketing Functions (Social, Web, Retail, PR): as the brand custodian, reviewing communication created for each vertical.
- Phototgrpahy on campaign/pdp shoot delivery, campaign video delivery basis media plan and feedback on the shoot
What we’re looking for: Experience & skills -
- 10+ years of experience in brand marketing
- Proven experience leading communication strategy for all channels and mediums
- Strong understanding of social, CRM, loyalty, website flows, and digital performance
- Ability to craft clear, structured briefs and guide creative teams effectively.
- Deep analytical skills with an ability to convert data into actionable strategies.
- Exceptional project and people management skills.
- A collaborative working style with strong ownership and accountability (OKR/IKR-led).
- A sharp brand eye — ability to distinguish between “good creative” and “on-brand creative.”
