Head – Brand Marketing
Job Description
We are looking for a Head – Brand Marketing to lead and redefine how India books and experiences bus travel through AbhiBus. In this role, you will blend data-driven performance with emotive storytelling to scale the AbhiBus brand, strengthen market leadership in the online bus ticketing space, and own the end-to-end marketing journey for the modern bus traveler. You will be the brand custodian for AbhiBus—ensuring it is not just a transactional booking platform but a trusted companion for every bus journey across India.
Key Responsibilities
1. Brand Stewardship & Narrative
• Architect AbhiBus’s brand positioning, visual identity, and voice to resonate across
diverse traveler segments and regional markets.
• Ensure AbhiBus is perceived not as a commoditized booking tool, but as a premium,
reliable, and traveler-first brand throughout the booking and travel journey.
2. Integrated Multi-Channel Growth
• Orchestrate high-impact, 360-degree marketing campaigns spanning Performance,
Social, PR, and Influencer channels tailored to the bus travel audience.
• Move beyond transactional marketing to build a cohesive brand ecosystem that drives
top-of-funnel awareness and converts high-intent travelers into confirmed bus bookings.
3. Data-Driven Performance & LTV Optimisation
• Own the marketing tech stack and analytical framework to measure real-time ROI across
all brand and performance channels.
• Optimise the balance between Customer Acquisition Cost (CAC) and Customer Lifetime
Value (CLV), leveraging first-party data and CRM tools to predict travel patterns and
drive repeat bookings in a highly competitive, low-loyalty category.
4. GTM & Product Innovation Strategy
• Partner with Product and Engineering to lead Go-To-Market (GTM) strategies for new
features such as booking technology enhancements, fintech integrations, ancillary
services, and route-level innovations.
• Translate technical product updates into compelling consumer benefits that improve the
user experience and drive app adoption for AbhiBus.
5. Strategic Partnerships & Ecosystem Growth
• Identify and negotiate high-leverage partnerships with bus operators, state transport
corporations, payment platforms, travel aggregators, and regional influencers.
• Build alliances that act as force multipliers for the AbhiBus brand—expanding reach into
new demographics, routes, and markets, and creating exclusive value for our customers.
6. Competitive Intelligence & Trend Forecasting
• Serve as the internal expert on the online bus ticketing and broader surface-transport
landscape, including competitive OTA platforms and emerging mobility players.
• Synthesise market research and competitor moves to proactively pivot
strategies—anticipating trends such as tier-2/3 city demand, sustainable bus travel,
route-specific dynamic pricing, and AI-driven trip planning.
7. Commercial Leadership & P&L; Accountability
• Lead, mentor, and scale a high-performing brand marketing team for the Bus business
unit.
• Maintain P&L; accountability, aligning the marketing budget with AbhiBus’s broader
commercial goals and ensuring every rupee spent is an investment in scalable,
sustainable growth.
Requirements
Function: Marketing
Experience Level: Director