Role Overview:

We are looking for an experienced Brand Manager to lead the growth and development of our brand across the Tea & Beverage portfolio. The role will be responsible for shaping brand strategy, understanding consumers, driving integrated marketing campaigns, supporting new product launches and building meaningful consumer engagement.

Key Responsibilities:

1. Brand Strategy & Growth:

- Develop and execute the annual brand strategy and marketing calendar across Tea & Beverage categories.

- Identify opportunities to strengthen brand positioning, relevance and differentiation.

- Track brand health, category trends, competition and consumer behaviour to identify growth opportunities.

- Translate brand objectives into clear marketing initiatives and business outcomes.

2. Consumer Insights & Market Understanding:

- Develop a strong understanding of target consumers, their needs, preferences and purchase behaviour.

- Conduct consumer, category and competitor analysis to inform brand and campaign decisions.

- Use consumer insights to identify opportunities for product, communication and customer experience improvements.

- Monitor emerging trends across Tea, Beverages, FMCG, F&B and D2C.

3. Integrated Campaigns & Brand Communication:

- Lead 360 degree brand campaigns across digital, social, retail, D2C and other relevant consumer touchpoints.

- Develop campaign briefs, communication strategies and creative direction in collaboration with internal teams/agencies.

- Ensure consistency of brand positioning, tone of voice and visual identity across channels.

- Measure campaign effectiveness and optimise initiatives based on performance.

4. New Product Development & Launches:

- Partner with Product and cross-functional teams on NPD and product extensions.

- Develop go-to-market strategies and launch plans for new products.

- Define target consumers, product positioning, key messaging and launch communication.

- Track post-launch performance and identify opportunities for optimisation.

5. D2C, Consumer Acquisition & Retention:

- Work closely with the D2C team to drive customer acquisition, engagement and retention.

- Identify opportunities across the consumer journey to improve conversion and repeat purchase.

- Leverage digital, CRM, social and content initiatives to strengthen consumer relationships.

- Use customer and campaign data to improve marketing effectiveness.

6. Cross-functional Collaboration:

- Work closely with D2C, Sales, Product, Design, E-commerce and Operations teams to ensure seamless execution of brand initiatives.

- Coordinate with external agencies, creative partners and other marketing vendors where required.

- Act as the central brand custodian across functions and ensure alignment with overall business objectives.

7. Marketing ROI & Performance:

- Define KPIs for campaigns and brand initiatives and track performance against objectives.

- Analyse marketing spends, campaign effectiveness and ROI.

- Translate marketing data into actionable recommendations for future campaigns.

- Prepare regular brand and campaign performance reports for management.

Key Focus Areas:

- Brand Growth & Positioning

- Consumer Insights

- Integrated Campaigns

- New Product Development & Launches

- Consumer Acquisition & Retention

- Brand Communication

- Digital & D2C Marketing

- Marketing ROI & Performance

Candidate Profile:

- 5 - 8 years of relevant experience in FMCG, F&B, D2C, consumer brands or related categories.

- Strong experience in brand management and integrated marketing, rather than purely execution-focused marketing.

- Demonstrated experience in managing campaigns from strategy - execution - performance measurement.

- Exposure to NPD, product launches and go-to-market strategy.

- Strong understanding of digital, social media and D2C ecosystems.

- Good consumer and market understanding with the ability to translate insights into action.

- Strong commercial acumen and understanding of marketing metrics/ROI.

- Excellent stakeholder management and cross-functional collaboration skills.

- Strong communication, analytical and project management skills.

Must have:

- 5 - 8 yrs brand management

- FMCG / F&B / D2C / consumer brand experience

- Campaign ownership

- NPD / product launch experience

- Consumer insights

- Digital + D2C exposure

- Marketing analytics / ROI

Good to have:

- Tea / coffee / beverages experience

- Premium/luxury consumer brands

- E-commerce experience

- Agency management

- Experience managing sizeable marketing budgets