Associate Director - Brand Marketing

About apna

apna is India’s leading jobs & skilling platform powering employment and career growth for millions of Indians, while enabling enterprises to hire and up-skill at scale. We operate at the intersection of consumer internet, employability and enterprise SaaS, building a high-trust, high-impact brand across both sides of the marketplace.

Role Mandate

We are looking for a Brand Leader who can build apna into the most trusted career brand for India’s workforce and the most credible hiring & skilling partner for enterprises.

This role will own Brand Strategy, PR, Content, Creative, and Enterprise Marketing, driving brand salience, trust and demand across B2B2C audiences.

1. Brand Strategy & Positioning

• Define and evolve apna’s brand architecture across Job Marketplace & EdTech
• Drive integrated brand campaigns (digital-first, performance-led storytelling)
• Build consistent messaging across employer and candidate audiences
• Strengthen brand recall, trust and differentiated positioning

2. PR & Corporate Communications

• Own PR strategy across business, startup, HR, and education media
• Shape founder & leadership narrative in ecosystem
• Drive high-impact coverage, thought leadership & category authority
• Manage agency relationships and crisis communication

3. Content & Storytelling

• Build a scalable content engine (social, video, product marketing, employer narratives)
• Lead storytelling across growth, lifecycle, and brand campaigns
• Develop insights-led narratives around jobs, skilling, and India’s workforce

4. Creative & Brand Experience

• Own creative direction across campaigns, product marketing, and enterprise collaterals
• Ensure strong, consistent visual and verbal identity across touchpoints
• Partner closely with Product, Growth & Sales for sharp GTM execution

5. Enterprise Events & Ecosystem Marketing

• Conceptualize and execute flagship enterprise events (HR summits, roundtables, webinars)
• Build apna’s presence in key industry forums & conferences
• Enable enterprise sales with high-impact marketing programs

Success Metrics

• Brand awareness, recall & trust metrics
• Share of voice & quality media coverage
• Campaign ROI & demand contribution
• Enterprise event pipeline impact
• Consistent brand identity across all channels

This is a high-visibility leadership role working closely with the CEO, Product, Marketing and Enterprise Sales to shape apna’s brand as India’s most trusted career ecosystem.

Requirements

What We’re Looking For

• 10-12 years in Brand/Marketing roles across consumer internet, marketplaces, SaaS or EdTech
• Strong B2C storytelling + B2B credibility experience (B2B2C exposure preferred)
• Proven track record of building brands from growth to scale
• Experience managing PR agencies and leading large-scale campaigns
• Strong creative instinct + sharp business acumen
• Ability to operate both strategically and hands-on