About:

- We're building a next-generation jewellery brand for modern India lab-grown, gender-inclusive, and built for daily and occasion wear. Our mission is to reimagine how jewellery is worn, gifted, and self-expressed.

- This is a clean-slate opportunity to create a brand that stands out in a crowded market. No legacy baggage. No outdated playbooks. Just the freedom to build a brand that feels modern, relevant, and personal.

- As our Brand Marketing Lead, you will own the brand's narrative, voice, campaigns, and visual identity across all channels. You will lead how the brand shows up through content, storytelling, partnerships, and moments that build awareness, trust, and recall.

- This is a strategic and creative leadership role. You'll work closely with the CMO, founders, and growth team to build a brand people remember and choose.

Responsibilities:

1. Brand Strategy & Architecture:

- Define and evolve the brand's positioning, tone of voice, visual language, and identity

- Build the brand architecture for multiple collections, categories, and personas (men, couples, gifting, etc.)

- Ensure consistency across channels: digital, retail, packaging, partnerships, and internal culture

2. Campaigns & Storytelling

- Lead brand campaigns end-to-end: insight, concept, brief, production, launch

- Own the annual and quarterly brand calendar across product drops, occasions, and marquee moments

- Translate cultural insights and customer behavior into messaging that connects

3. Content & Communication

- Guide and mentor content, visual, and influencer teams

- Oversee creative development for all brand-facing material from ads to PDPs to retail collaterals

- Ensure every touchpoint reflects the brand's aesthetic, clarity, and emotion

4. Cross-Functional Collaboration

- Partner with growth team to align content with acquisition goals

- Work with retail design, CX, and product to create immersive brand experiences

- Collaborate on PR, influencer, and partnership strategies

Requirements:

- 8+ years in brand, content, or creative leadership roles

- Experience building or scaling consumer brands in lifestyle, fashion, jewellery, beauty, or culture-first D2C categories

- Strong grasp of storytelling, positioning, and cultural nuance

- Ability to manage multiple creative teams, agencies, and production timelines

- Sharp visual judgment and a feel for what "good brand" looks and feels like

- Past experience with ATL, digital, influencer, and on-ground campaigns

What won't work:

This is a pre-revenue, high-ownership role at the 0-to-1 stage we need builders, not operators waiting for structure.

We're specifically NOT looking for candidates who:

- Lack deep, hands-on craft in their function

- Avoid experimentation or resist trying new tools and workflows

- Need step-by-step direction or excessive handholding

- Default to outsourcing or agency dependency instead of rolling up their sleeves

- Are slow, overly cautious, or uncomfortable with ambiguity

- Want a traditional 9-to-5 job or are in a "settle down" phase

- Focus more on "managing people" than mentoring, guiding, and working alongside them

- Lead with control or hierarchy instead of teaching and collaboration

- Struggle to work across teams or communicate clearly in a lean, fast-moving setup

- This isn't a corporate manager role it's for someone who leads with action, earns trust through contribution, and builds systems and teams the right way.

How We Work (Culture Fit):

- This role starts hands-on; you'll shape the brand with your own pen, not just manage teams and agencies.

- We work with clarity and intent. We expect you to lead strategy and get into the details. Big picture thinking meets small-detail obsession.

- We value original thinking. You don't copy trends, you interpret them through the lens of our brand.

- You'll collaborate across functions with mutual respect. We don't do hierarchy or politics, just good people building something together.

- We believe in balance. We work hard, but not blindly. We focus, finish, and make space to recharge.