GOAT Brand Labs - Brand Head - Pets Vertical

About Goat Brand Labs

We're a house of brands company building the next generation of consumer brands on e-commerce. We acquire brands with strong product foundations and build them into category leaders - fast. Just a small, hungry team and a serious obsession with getting things right.

The Role

We're looking for a Brand Head to own our pets brand "PetCrux" (cat litter, cat & dog food). This isn't a role for someone who wants to manage operations, it's for someone who wants to build a brand, shape a product portfolio, own a P&L, and win a category.

What You'll Own

- Full P&L for the brand: revenue, margins, marketing spend, unit economics

- Brand strategy: positioning, consumer segmentation, packaging, communication

- Product portfolio: range decisions, NPD pipeline, sourcing inputs

- E-commerce growth: working with our platform and performance marketing teams

What We're Looking For

- 7-12 years of experience, with meaningful time in FMCG brand management or the pets category

- You've owned a P&L - not just been close to one. You know your margins.

- You've shaped a product portfolio, not just sold existing SKUs

- You're e-commerce native or have made a genuine transition. You understand the difference between platform performance and brand health

- You're comfortable building without a playbook. GBL is not a big company. If you need 30 people and a big agency to do your job, this isn't the role.

- You care about the pets category (genuine interest matters here).

Bonus Points

- You've worked at a D2C or mid-size FMCG brand (- 20-200 Cr scale)

- You've launched a product or new category from scratch

- You have direct pets industry experience (Wiggles, Drools, Heads Up For Tails, Mars/IAMS, Nestl Purina, etc.)

Location: Gurgaon (work from office)

Reports to: CEO