Ferns N Petals - Senior Manager/Assistant General Manager - Brand Management

Description:

Job Title: Sr Manager/ AGM Brand Marketing.

Location: Gurugram, India.

Department: Marketing.

Reports to: Chief Marketing Officer (CMO).

Experience Required: 5+ years in brand marketing in consumer-facing digital-first brands.

About the Role:

This role will shape how Indias most loved gifting brand shows up visually, emotionally, experientially across every touchpoint: from national campaigns and partnerships to physical retail and digital journeys.

If you live at the intersection of creativity, consumer insight, and cultural relevance, this role is your playground.

Key Responsibilities:

Brand Strategy & Positioning:

- Own the evolution of the FNP brand identity including design language, tone of voice, and category-wise positioning.

- Lead brand tracking and performance metrics including awareness, NPS, consideration, and sentiment.

- Use consumer, cultural, and competitive insights to shape future-facing brand strategies.

Campaigns, Content & Storytelling:

- Drive creative development and execution of brand campaigns, short films, and occasion-led narratives.

- Develop and manage the master gifting and moment marketing calendar, owning storytelling across all key spikes (Valentines, Rakhi, Mothers Day, Diwali, etc.

- Ensure a consistent and emotionally resonant narrative across ATL, BTL, digital, and retail.

Design & Brand Experience:

- Oversee visual branding, product photoshoots, packaging and omnichannel creative output.

- Collaborate with UI/UX, tech, and category teams to ensure brand-aligned product and web experiences.

- Ensure brand visibility and memorability across flagship stores, pop-ups, and experiential spaces.

Customer Advocacy & Reviews:

- Lead the strategy to activate customer testimonials, social proof, and user stories across platforms.

- Integrate customer advocacy into campaigns, social, and retail touchpoints.

Employer Branding & Internal Campaigns:

- Partner with HR and leadership teams to shape and activate a compelling employer brand narrative.

- Design internal campaigns that drive employee pride, engagement, and alignment with the brand purpose.

Media, PR & Partnerships:

- Lead media planning, budgeting, and agency partnerships for impactful brand visibility.

- Own proactive PR and reputation storytellingworking with agency teams to shape the brand narrative in press and thought leadership platforms.

- Identify strategic co-branding and influencer partnerships that elevate brand equity.

Retail & Hyperlocal Marketing:

- Create high-impact hyperlocal campaigns tailored for cities, pin codes, and physical retail clusters.

- Align with merchandising and ops to execute VM and in-store branding playbooks.

- Cultural Relevance & Competitive Intelligence.

- Track emerging consumer and cultural shifts to shape relevant narratives.

- Build a system for continuous category benchmarking and brand foresight.

Visual Discovery & Brand Searchability:

- Champion visual discovery optimizationensuring that FNP products and storytelling assets are discoverable and distinctive across Pinterest, Google Images, and visual platforms.

Cross-functional Collaboration:

- Collaborate with content, social, performance, and category teams to deliver brand-aligned campaigns.

- Partner with data and insights teams to quantify impact and refine narratives.

What Were Looking For:

- Proven experience building and scaling digital-first brands through integrated marketing.

- Deep understanding of consumer psychology, digital behavior, and occasion-led marketing.

- Strong storytelling instinct, visual eye, and a passion for experiences over just products.

- Experience in managing design, media, PR, and creative agency partners.

- Ability to thrive in a fast-paced, high-ownership culture with cross-functional collaboration.

Preferred Qualifications:

- MBA in Marketing / Mass Communication or equivalent from a reputed institution.

- Experience ideally with E-com, D2C, lifestyle, FMCG, or experience-led brands.

- A portfolio of brand campaigns, films, and partnerships that drove business and love.