Vegrow - Brand Marketing Lead (6-10 yrs)

Role Overview:

As the Brand Marketing Lead, you will be responsible for building Vegrow's brand positioning among farmers, driving awareness, trust, and engagement. You will develop and execute marketing strategies that enhance brand recall, improve farmer onboarding, and establish Vegrow as the most preferred platform for farmers.

Key Responsibilities:

Brand Strategy & Positioning:

- Define and execute a brand strategy to position Vegrow as a trusted partner for farmers.

- Develop a compelling brand narrative that resonates with farmer communities.

- Identify key brand messaging and ensure consistency across all marketing channels.

Farmer Acquisition & Engagement:

- Design and implement farmer-focused marketing campaigns to drive sign-ups and retention.

- Lead on-ground activation programs, rural marketing initiatives, and community engagement activities.

- Collaborate with the Supply and Operations teams to enhance farmer outreach efforts.

Marketing Campaigns & Rural Activation:

- Develop and execute multi-channel campaigns (ATL, BTL, Digital, and Experiential) targeting farmer communities.

- Conceptualize and manage field marketing activities such as village meet-ups, mandi activations, fairs, and roadshows.

- Leverage vernacular and video content to enhance engagement with farmers.

Partnerships & Influencer Marketing:

- Identify and onboard local influencers, agri-cooperatives, FPOs (Farmer Producer Organizations), and KOLs (Key Opinion Leaders) to boost reach.

- Develop strategic partnerships with agri-input companies, NGOs, and rural microfinance institutions for joint marketing efforts.

Digital & Content Marketing:

- Lead vernacular content strategy for social media, YouTube, WhatsApp, and other digital platforms.

- Work with creative agencies to develop farmer-centric video content, testimonials, and success stories.

- Drive SEO and performance marketing initiatives to enhance online farmer acquisition.

Data-Driven Decision Making:

- Analyze campaign performance, farmer acquisition metrics, and engagement rates to optimize strategies.

- Use insights from farmer behavior, market trends, and competitor analysis to refine marketing approaches.

Key Requirements:

- 6-10 years of experience in brand & performance marketing, brand strategy, or integrated marketing, preferably in agri-tech, FMCG, or startups.

- Proven track record in building and scaling brands through strategic marketing initiatives.

- Strong storytelling, content strategy, and creative thinking abilities.

- Experience in executing multi-channel marketing campaigns, including digital, social, PR, and offline.

- Strong analytical skills with a data-driven approach to brand growth.

- Ability to manage cross-functional teams, agencies, and external stakeholders effectively.

- Excellent communication and leadership skills.

- Passion for agriculture, farmer empowerment, and market innovation.