Job Description

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1. Brand Strategy & Positioning

• Develop and execute a differentiated brand positioning for Carter's in India, ensuring strong recall and emotional connect with parents and kids.
• Craft disruptive, clutter-breaking communication inspired by high-growth D2C brands (Zomato, Zepto, Minimalist, Snitch, Mamaearth, Boat, etc).
• Drive aspirational storytelling across all marketing touchpoints, establishing Carter's as the go-to brand for premium yet accessible kidswear.

2. Integrated Marketing & Communication

• Lead 360-degree marketing campaigns across digital, social, influencer, ATL, BTL, and retail channels.
• Own the content & creative strategy-develop engaging brand narratives, visual identity, and packaging design that resonate with Indian parents.
• Create a distinctive TOV (tone of voice) that makes Carter's India engaging, witty, and lovable.
• Spearhead PR & brand partnerships to elevate brand credibility and affinity.

3. Consumer Insights & Data-Driven Marketing

• Establish a strong consumer research framework to identify key insights, trends, and unmet needs in the kidswear market.
• Drive personalized, data-driven marketing strategies leveraging CRM, first-party data, and AI-driven analytics.
• Run A/B testing & performance marketing experiments to optimize engagement and conversions.

4. Digital & Social Media Growth

• Develop and execute a high-impact digital strategy across Instagram, YouTube, WhatsApp, and emerging platforms.
• Lead influencer & community marketing, partnering with mom influencers, parenting bloggers, and celebrity ambassadors.
• Build a viral, thumb-stopping content strategy that resonates with young parents and drives UGC (User-Generated Content).

5. Retail & Packaging Innovation

• Own the in-store branding, visual merchandising, and packaging experience to create a seamless online-to-offline journey.
• Innovate with eco-friendly, child-safe packaging designs that enhance brand love and recall.