About Toolsvilla
Toolsvilla is one of India's leading B2B eCommerce marketplaces for machinery, tools and industrial supplies. What started as a YouTube channel in 2017 has grown into a technology-driven platform connecting thousands of manufacturers and suppliers with businesses, farmers, food processors and MSMEs across India.
We are at an exciting stage of building not just a large marketplace, but a trusted and recognizable brand in the machinery, tools and equipment ecosystem.
We are looking for a Senior Manager – Brand & Communications to help us build that brand.
The Role
This is a high-ownership role responsible for shaping how Toolsvilla is perceived by customers, sellers, industry stakeholders and the broader market.
You will own our brand and content strategy, build our presence across social and digital channels, work closely with PR partners to generate meaningful earned media, develop thought leadership, scale influencer partnerships, and grow the Toolsvilla podcast into a strong platform for industry conversations.
The ideal candidate is someone who can combine strategic thinking with strong execution—someone who understands what makes a story interesting, knows how to get it distributed, and can turn content and communications into brand equity.
Key Responsibilities
1. Brand Strategy & Positioning
- Develop and execute Toolsvilla's overall brand and communications strategy.
- Build a distinctive brand narrative and ensure consistency across channels and touchpoints.
- Identify opportunities to increase Toolsvilla's visibility and credibility within the machinery, tools, Agri-Business, MRO and MSME ecosystem.
- Develop campaigns and initiatives that strengthen brand awareness, consideration and trust.
- Work closely with leadership and internal teams to identify stories, insights and initiatives that can become brand-building opportunities.
2. Social Media & Content Strategy
- Own the content strategy across , Instagram, YouTube and other relevant platforms.
- Develop a strong editorial calendar spanning industry insights, customer stories, product/category content, company stories, founder thought leadership and original content.
- Build repeatable content formats that can scale rather than relying purely on one-off posts.
- Work with internal and external creative/content teams to produce high-quality, differentiated content.
- Track content performance and continuously improve the strategy based on engagement, reach and brand impact.
3. PR & Earned Media
- Work closely with PR agencies and external communications partners to develop and execute Toolsvilla's PR strategy.
- Proactively identify opportunities for Toolsvilla, its founders and leadership team to be featured in relevant business, startup, technology and industry publications.
- Develop story angles, press narratives, opinion pieces and thought-leadership opportunities that can generate meaningful media coverage.
- Build relationships with journalists, editors, industry publications and relevant media platforms.
- Ensure PR is focused not just on announcements, but on consistently building Toolsvilla's category authority and brand credibility.
4. Influencer & Creator Partnerships
- Build and scale Toolsvilla's influencer and creator ecosystem across relevant categories.
- Identify and develop partnerships with creators, industry experts, machinery experts, farmers, entrepreneurs and other relevant voices.
- Create repeatable influencer partnership models rather than one-off collaborations.
- Manage the end-to-end process from identifying creators and negotiating partnerships to briefing, execution and performance tracking.
- Develop a clear framework to measure the impact of influencer partnerships on reach, engagement, traffic and brand awareness.
5. Toolsvilla Podcast
- Own the strategy and growth of the Toolsvilla Podcast.
- Develop the podcast into a platform for conversations with entrepreneurs, manufacturers, industry leaders, customers, experts and other interesting voices from our ecosystem.
- Own the content pipeline, guest strategy, formats, distribution and audience growth.
- Identify ways to repurpose podcast conversations into short-form video, social content, articles, newsletters and other content formats.
- Build the podcast into a meaningful thought-leadership and brand-building asset for Toolsvilla.
6. Founder & Thought Leadership
- Work closely with the founders and leadership team to build their thought leadership and visibility.
- Identify relevant topics, platforms and conversations where Toolsvilla's leadership can contribute meaningfully.
- Develop content, opinion pieces, interviews, podcasts and speaking opportunities.
- Turn the founders' experiences, insights and perspectives into compelling content and narratives.
7. Content Distribution & Brand Growth
- Think beyond content creation and focus heavily on distribution.
- Identify partnerships, communities, publications, creators and platforms that can amplify Toolsvilla's content.
- Experiment with new formats and channels to expand reach.
- Build systems and processes that allow the brand team to produce and distribute content consistently at scale.
What We're Looking For
- 3–5 years of experience in brand, content, communications, PR, social media or digital marketing.
- Strong understanding of how modern brands are built through a combination of content, social, PR, creators and communities.
- Demonstrated ability to build and execute content strategies, not just manage social media calendars.
- Strong storytelling and writing skills.
- Experience working with PR agencies and/or journalists is highly desirable.
- Experience managing influencer/creator partnerships is a strong plus.
- Experience building a podcast, media property, YouTube channel or other content platform is a plus.
- Strong understanding of , Instagram and YouTube content ecosystems.
- Ability to work with founders and senior leadership and translate their ideas into compelling content.
- Strong analytical orientation and you should care about what content works, why it works and how we can scale it.
- Comfortable operating in a fast-paced startup environment with high ownership and limited hand-holding.
What Success Looks Like
Within 9-12 months, you should have helped Toolsvilla:
- Build a distinctive and recognizable brand voice.
- Significantly increase the reach and engagement of Toolsvilla's social channels.
- Establish a consistent stream of high-quality earned media and thought-leadership opportunities.
- Build a scalable network of relevant influencers and creators.
- Turn the Toolsvilla Podcast into a recognized platform for conversations within our ecosystem.
- Build stronger founder visibility and thought leadership.
- Create a repeatable content → distribution → audience → brand awareness engine.
Why This Role Is Exciting
This is an opportunity to build the brand of a company operating in a large but relatively under-branded category.
You will have the opportunity to shape what Toolsvilla stands for, what we talk about, who we talk to, and how the market perceives us while building multiple content and distribution engines from the ground up.
