Role Overview

The Marketing Manager will own marketing strategy and planning for BigBadBikes and 6–8 priority partner brands, and will be accountable for outcomes across all marketing channels. This is not a purely executional role — the expectation is that the manager sets direction, builds the system, and manages delivery through a combination of external freelancers, brand partner resources, and MDF-funded activities, rather than executing every channel single-handedly. You will report directly to the founder/leadership team and will play a central role in shaping BigBadBikes’ brand presence in India.

Key Responsibilities

1. Marketing Strategy & Planning

• Develop and own the annual marketing strategy and rolling 90-day activity plan for BigBadBikes and the priority brand portfolio.

• Translate brand objectives and revenue targets into channel-level plans with defined KPIs, timelines, and budgets.

• Manage and optimise the marketing budget; track spend, measure ROI, and report monthly to leadership.

• Identify and activate co-marketing opportunities with brand partners, including Marketing Development Fund (MDF) programmes.

2. Events & Experiential Marketing

• Plan and execute BigBadBikes' presence at national motorcycle events, rallies, track days, and lifestyle expos (e.g. India Bike Week, Rider Mania).

• Organise exclusive brand launch events, demo rides, and hands-on product experiences at the Bangalore Experience Centre and partner locations.

• Develop activation concepts that drive both brand awareness and direct sales; coordinate logistics, staffing, and post-event follow-up.

3. Digital Marketing & Paid Media

• Own the digital marketing strategy across Google Ads (Search, Shopping, Display, YouTube), Meta Ads (Facebook & Instagram), and emerging channels. Manage campaign execution directly or through freelancers, depending on volume and complexity.

• Build and optimise campaign structures, audience targeting, bidding strategies, and creative testing frameworks.

• Manage and scale the email marketing programme via Zoho Campaigns — including welcome series, post-purchase flows, browse abandonment, and brand-specific newsletters.

• Monitor campaign performance daily; produce weekly dashboards and monthly performance reviews for leadership.

4. Content Creation & Brand Communication

• Develop and maintain a structured content calendar across all brand channels, anchored to the five core content pillars (product knowledge, riding lifestyle, community, expert tips, brand stories).

• Commission, brief, and quality-control all content — including photography, videography, product reviews, and written articles — working with in-house resources and freelancers.

• Ensure brand voice consistency across all touchpoints: website, social, email, print collateral, and in-store.

• Produce compelling product launch content for each priority brand that respects partner brand guidelines.

5. Social Media Management

• Own the strategy and content direction for BigBadBikes’ Instagram, Facebook, and YouTube channels; build out presence on additional platforms as warranted (e.g. Threads, X/Twitter). Day-to-day posting may be managed through a social media freelancer working to the manager’s brief.

• Move from reactive posting to a proactive, scheduled programme with consistent cadence, format diversity, and measurable engagement growth.

• Build and manage community engagement: respond to comments and DMs, cultivate brand advocates, and drive user-generated content (UGC) initiatives.

• Track social analytics monthly and adjust content strategy based on performance data.

6. Influencer & Community Engagement

• Identify, vet, and manage relationships with motorcycle influencers, content creators, and riding communities across India — from nano-influencers to macro-tier creators.

• Structure and manage a tiered influencer programme: gifting/seeding, paid partnerships, long-term brand ambassadors.

• Coordinate brand partner influencer programmes to ensure alignment with the BigBadBikes channel strategy.

• Track influencer campaign performance (reach, engagement, attributed traffic and conversions) and optimise the programme quarterly.

7. SEO & Website Performance

• Own the organic search strategy for the BigBadBikes website: keyword research, on-page optimisation, technical SEO oversight, and link-building. Technical SEO implementation may be managed through a freelancer or agency; the manager is accountable for the strategy and results.

• Develop and publish SEO-optimised long-form content (buying guides, product comparisons, brand explainers) targeting high-intent riding and gear-related queries.

• Work with the web team to ensure product pages, category pages, and metadata are continuously optimised.

• Track organic rankings, traffic, and conversions via Google Search Console and Analytics; report monthly.

8. Generative Engine Optimisation (GEO)

• Build and execute a GEO strategy to ensure BigBadBikes and priority brands are well-represented in AI-generated search responses (ChatGPT, Perplexity, Google AI Overviews, Gemini).

• Structure content assets — FAQs, product specs, brand authority pages — to maximise inclusion in AI-sourced answers.

• Stay current with GEO best practices and test new formats and structures to improve AI citation frequency.

9. B2B Dealer Engagement & Enablement

• Drive dealer productivity and sell-through: develop programmes that encourage existing dealers to stock a fuller range of BBB brands, increase display prominence, and actively recommend premium SKUs to their customers.

• Build and manage dealer enablement content: product training materials, brand explainers, and objection-handling guides that help dealer staff sell BBB brands with confidence. Distribute via WhatsApp broadcast, email, and a structured dealer newsletter.

• Produce trade-facing collateral: sell sheets, brand decks, POS materials, and co-op advertising assets. Support dealers to run their own local activations and in-store experiences — extending BBB’s brand reach into markets the company cannot serve directly.

• Identify and activate co-marketing (MDF) programmes with brand partners — formalising agreements, managing the application and claims process, and ensuring BBB recovers available funds. Build dealer loyalty by positioning BBB as the most supportive and commercially valuable partner in their portfolio.

10. Analytics & Reporting

• Establish and maintain a unified marketing dashboard tracking KPIs across all channels: organic traffic, paid ROAS, email open/click rates, social engagement, lead generation, and revenue attribution.

• Conduct quarterly marketing reviews presenting performance against plan to leadership.

• Use data to prioritise channel investment, retire under-performing activities, and identify growth opportunities.

Essential

• 6–9 years of marketing experience, ideally in specialty retail, e-commerce, or a consumer brand environment. Candidates at the lower end should demonstrate exceptional channel depth; candidates at the upper end should bring prior experience managing brand portfolios or working in a multi-brand environment.

• Demonstrable track record across at least four of the following channels: paid digital, SEO, social media, content, email, events, influence mktg, B2B trade marketing. Depth in 2–3 channels is expected; breadth across the rest can be achieved through structured freelancer and brand partner management.

• Strong writing and communication skills — capable of drafting compelling copy, briefs, and reports independently.

• Proficiency with Google Ads, Meta Ads Manager, Google Analytics, and Google Search Console.

• Experience with email marketing platforms (Zoho Campaigns, Mailchimp, or similar).

• Comfortable with data: able to pull reports, interpret metrics, and make evidence-based decisions without needing a dedicated analyst.

• Highly organised self-starter who can manage multiple workstreams and stakeholders simultaneously.

Strongly Preferred

• Prior experience in motorcycle, automotive, outdoor, or action-sports categories. Luxury or lifestyle product brands will also work.

• Experience managing a brand portfolio or working within a multi-brand distributor environment.

• Familiarity with influencer management platforms and best practices.

• Working knowledge of SEO tools (Ahrefs, SEMrush, or similar).

• Experience with B2B trade marketing, dealer enablement, or channel partner programmes.

• Awareness of GEO and AI-search optimisation concepts.

Personal Attributes

• Genuine passion for motorcycles and riding culture — or a strong willingness to immerse in the category.

• Entrepreneurial mindset: comfortable with ambiguity, resourceful with a lean team and budget.

• Strong aesthetic sensibility and appreciation for premium brand presentation.

• Collaborative approach — able to build productive working relationships with brand partners and external agencies.

Timeframe

Success Indicators

First 30 days

Marketing calendar in place; all channel logins and analytics access secured; first influencer outreach initiated; email welcome series live. Zoho CRM configured with lead source tagging across all active channels; baseline lead count established and presented to leadership.

First 90 days

Google Ads and Meta Ads running with structured campaigns; SEO content plan underway; first brand event executed with post-event lead capture process in place; dealer newsletter and first enablement content pack launched; monthly KPI dashboard operational. Zoho CRM fully live as the lead tracking system of record; bonus eligibility begins.

6 months

Measurable improvement in organic traffic, social engagement, and email list growth; 2–3 brand partner co-marketing programmes active; influencer programme producing attributable traffic. At least two offline events executed with structured lead capture and post-event follow-up; BigBadBikes brand visibly present in the Bangalore riding community.

12 months

Year-on-year growth in digital revenue contribution; all priority brands with active, consistent marketing presence; GEO footprint established; marketing function operating as a scalable system. BigBadBikes present at 4–6 national or regional motorcycle events; Experience Centre footfall programme in place; at least 3 brand partner MDF programmes active; measurable improvement in dealer sell-through rates for priority SKUs.

• Direct access to and collaboration with the founding team — high ownership, low bureaucracy.

• Access to the world's leading motorcycle gear and apparel brands; generous employee product allowance.

• Opportunity to build and lead the marketing function at a fast-growing specialty distributor.

• A Bangalore-based role in a passionate, tight-knit team with deep category expertise.