apnaAssociate 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.
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