AVP - Integrated Marketing & Communications (IMC)

The Assistant Vice President, Integrated Marketing & Communications (IMC), is responsible for leading

the end-to-end orchestration of global brand campaigns, creative direction, and media strategy for Mogu

Mogu and Sappe Aloe vera Brands. This role ensures cohesive and impactful brand storytelling through

integrated communication plans across owned, earned, paid, and shared channels — aligning creative

excellence with commercial objectives and market activation needs. The IMC AVP acts as the bridge

between Global Brand Strategy, Frontline Marketing, and Global Online, ensuring consistency of

message, quality of execution, and measurable performance across global and local touchpoints.

Key Responsibilities

Integrated Marketing Leadership

• Lead the global IMC planning process, aligning brand strategies, creative concepts, and media

objectives across markets.

• Translate global brand positioning into unified communication frameworks and messaging

hierarchies for all portfolio brands.

• Oversee the planning and execution of 360° global campaigns (ATL, BTL, digital, PR, experiential,

influencer, and content marketing).

• Ensure synergy between media and creative to deliver optimized reach, engagement, and ROI.

Creative & Content Governance

• Oversee development and approval of all global creative assets and brand storytelling materials.

• Maintain Distinctive Brand Assets (DBAs) across touchpoints (logo, sonic branding, mascot, tagline,

tone of voice, key visuals).

• Manage relationships with global creative, digital, and media agencies to ensure consistent brand

representation and innovation.

• Drive production excellence and cost optimization through global asset sharing, templates, and

toolkits.

Media Strategy & Effectiveness

• Partner with global media agencies to define the annual global media framework (reach, frequency,

channel mix, KPI).

• Review and optimize media performance dashboards to ensure strong cost efficiency and audience

targeting accuracy.

• Lead quarterly media review sessions with key markets to assess performance and identify

optimization opportunities.

• Oversee brand safety, media compliance, and data privacy standards across campaigns.

Collaboration & Stakeholder Management

• Partner with Frontline Marketing for adaptation and localization of global campaigns in key markets.

• Work closely with Consumer Insight to leverage consumer behavior and sentiment data for message

optimization.

• Collaborate with Global Online for digital campaign performance, Affiliate marketing.

• Present IMC strategies and performance updates to VP and C-Level executives quarterly.

Leadership & Team Management

• Lead the global IMC and creative team, including internal creative production, media performance,

and content management functions.

• Foster a high-performance culture that emphasizes creativity, data-informed decision-making, and

collaboration.

• Mentor team members and elevate global creative and communication standards across all regions.

Required Competencies

• Strong leadership in integrated communication, creative strategy, and media management.

• Deep understanding of consumer journey planning and 360° campaign orchestration.

• Strategic mindset with high creative sensitivity and data-driven decision-making ability.

• Strong agency management and negotiation skills.

• Excellent cross-functional collaboration, presentation, and stakeholder management.

Qualification:

• Bachelor's or Master's degree in Marketing, Communications, Business, or related field.

• Minimum 8 -10 years of experience in integrated marketing, brand communications, or media

strategy within FMCG or lifestyle industries.

• Proven success in leading country marketing campaigns and global creative development.

• Hands-on experience with media analytics, digital marketing platforms, and agency management.

• Fluent in English; other languages are an advantage.