Brand Manager - Cheffin & Tasty Bite XCLUSIVE

Function: Brand Management - TFS

Reports to: CEO

Role Type: Individual Contributor

About Tasty Bite Eatables Ltd. (Part of Mars, Incorporated):

Founded in 1985, Tasty Bite Eatables Ltd. (TBEL) is a leading player in the prepared foods category with a strong presence across domestic and international markets. Since becoming part of Mars in 2017, TBEL combines entrepreneurial agility with global scale, governance, and the Mars Five Principles.

TBEL operates across ready-to-eat, ready-to-cook, frozen, and food service formats, building brands that balance culinary authenticity with operational excellence.

This role will focus on building and scaling two high-potential brands: Cheffin' - A digital-first ready-to-cook brand for modern Indian consumers

Tasty Bite XCLUSIVE - A premium food service brand serving HoReCa and culinary partners. Both brands are at an inflection stage and require strong foundational brand thinking.

Role Mandate:

This is a high-ownership, end-to-end brand leadership role with a sharp focus on:

- Consumer & customer insight generation

- New Product Development (NPD) strategy & execution

- Brand identity & design stewardship

- Portfolio and innovation roadmap development

1. Consumer Insights:

The Brand Manager will build deep, data-backed understanding of:

- Urban cooking behaviour & meal occasions

- Quick commerce buying triggers

- HoReCa customer needs & operational constraints

- Category white spaces in RTC and frozen formats

Key expectations:

- Synthesise research, marketplace data, sales analytics, and consumer feedback

- Identify core tensions, unmet needs, and growth levers

- Translate insights into clear problem statements and strategic choices

- Strong analytical horsepower and structured thinking are non-negotiable.

2. New Product Development (NPD) Leadership:

- The role will own end-to-end innovation from insight to launch.

Responsibilities include:

- Defining innovation strategy aligned to brand positioning

- Identifying white spaces across formats, price tiers, and usage occasions

- Developing strong NPD briefs grounded in consumer insight

- Working closely with R&D, Supply Chain, and Sales to drive execution

- Evaluating commercial viability and launch readiness

- Owning post-launch performance tracking and iteration

3. Brand Design & Identity Stewardship:

- Given the early-stage nature of both brands, design will be a strategic lever.

The Brand Manager will:

- Define and refine brand positioning and personality

- Develop clear messaging architecture

- Shape packaging strategy and visual identity evolution

- Drive aesthetic coherence across digital, marketplace, and HoReCa touchpoints

- Lead creative agencies through sharp briefs and structured feedback

- We are looking for someone with strong aesthetic judgment , who understands that packaging, visual identity, and brand world-building are central to conversion and recall in digital-first ecosystems.

4. Portfolio & Communication Strategy:

- Translate insight into a coherent portfolio architecture

- Define launch sequencing and SKU strategy

- Develop communication strategy across e-commerce, quick commerce, and B2B channels

- Ensure disciplined execution via cross-functional teams and agencies

Ideal Candidate Profile:

- 4-8 years of experience in brand marketing, category, or growth roles

- Strong exposure to FMCG, D2C, food, or consumer businesses

- Demonstrated experience in NPD ownership

- Experience working in lean or high-growth brand setups

- Exposure to digital-first brands or HoReCa environments preferred

- Strong design sensibility and experience working closely with creative agencies

Why This Role:

- Direct reporting to CEO

- Opportunity to build two brands from early stage

- High strategic visibility across MCOM and leadership

- End-to-end ownership across insight, NPD, and brand expression