Brand Lead

About Mahina:

Mahina is a women-led period care brand rethinking how we experience menstruation. We are India's first brand to engineer bonded period underwear, with a focus on apparel innovation, credible safety testing and long-term performance. We are committed to creating a culture where women feel informed, supported and confident in making choices for their bodies. Through thoughtful brand building, honest conversations and supportive ecosystems, we aim to make everyday life easier across every stage of the menstrual journey.

Mahina represents a shift in how we understand and care for one of the most natural and intimate cycles of a woman's life. We are building better choices for menstruators, one innovation at a time.

Explore Mahina at www.mahina.co

The Opportunity:

This is a rare chance to be the architect of a category-defining brand in women's health. You'll work directly with the leadership team, own brand strategy end-to-end, and build a world-class brand organisation from the ground up. Not a support role. Not a management layer. A role to build and scale - with real ownership and real impact. You'll operate at the intersection of strategy, creativity, growth, and business - defining how Mahina shows up in the world and making sure it actually happens, across every touchpoint, every launch, every story told.

What You'll Own:

1. Brand Strategy and Positioning:

- Continuously define and evolve Mahina's brand vision, positioning, and narrative architecture across multiple touchpoints and high creative volume.

- Build and own the brand roadmap aligned with business, product, and growth strategy.

- Lead consumer education strategy to shape perceptions.

- Own the brand bible - positioning, tone of voice, visual identity guidelines - and evolve it as Mahina scales.

- Develop competitive moat: identify whitespace, track competitor positioning, and sharpen Mahina's differentiation.

2. Integrated Campaign and Channel Leadership:

- Lead 360 degree flagship campaigns - from brief to creation to launch - ensuring creative excellence and measurable commercial outcomes.

- Drive go-to-market strategy and launch playbooks for new product drops end to end.

- Oversee the content calendar: ensure every piece earns its place in the brand narrative across social, digital, packaging, and offline.

- Partner with growth and performance teams so brand and performance speak the same language.

3. Creator and Community Ecosystem:

- Identify, build, and manage a high-volume creator programme - spanning nano, micro, and macro tiers - with clear briefs, feedback loops, and performance benchmarks.

- Build and nurture community and collaborator partnerships that feel genuinely native to the Mahina brand.

- Own the influencer marketing strategy: pipeline, contracting, content direction, and results tracking at scale.

- Develop ambassador and long-term creator relationships beyond one-off campaigns.

4. CRM, Retention and Lifecycle Marketing:

- Own the CRM and lifecycle marketing strategy in partnership with the growth team - from acquisition to retention to reactivation.

- Define segmentation, cohort logic, and messaging frameworks across email, WhatsApp, and push channels.

- Drive brand-led retention levers: loyalty, community, subscription, and repeat purchase programmes.

- Ensure consistent brand voice and experience across every CRM touchpoint.

5. Consumer Insights and Market Intelligence:

- Build a robust consumer insight engine: qualitative research, surveys, social listening, cohort analysis, and brand health tracking.

- Translate insights into brand strategy, messaging, product storytelling, and innovation opportunities.

- Track and report on brand health metrics: awareness, consideration, share of voice, NPS, sentiment, and community growth.

6. New Product and Launch Leadership:

- Lead brand strategy for new product launches, portfolio architecture, and pricing narratives.

- Develop launch playbooks that scale - from pre-launch community seeding to retail activation.

- Work closely with product and R&D teams to ensure consumer-centric innovation and strong storytelling.

7. Team, Agency and Budget Leadership:

- Build and lead the Brand and Communications team: brand managers, content, community, and creative.

- Manage and mentor senior brand talent; establish strong SOPs, playbooks, and workflows.

- Own the agency ecosystem - creative, PR, media, influencer - with clear KPIs and governance.

- Manage brand budgets independently, including ROI frameworks and quarterly planning.

8. Brand Governance and Systems:

- Own brand guidelines, tone-of-voice frameworks, visual identity systems, and content governance.

- Ensure brand consistency across all touchpoints: D2C, marketplaces, retail, social, packaging, CX.

- Create scalable templates and toolkits that enable speed without sacrificing brand integrity.

What We're Looking For:

- 8+ years of brand experience, with significant time in a D2C consumer brand - fashion, lifestyle, wellness, personal care, or intimate care. You've built or materially scaled a brand. You understand what a coherent identity actually takes.

- Equally at home in a strategy deck and a content brief - you write well, think clearly, and present with confidence.

- Strong creative instincts: you can spot what's on-brand in seconds and articulate why.

- Deep experience running high-volume creator programmes - you've managed large rosters, not just one-off campaigns.

- Hands-on CRM and lifecycle marketing experience - you've owned the channel, not just briefed it.

- Proven track record of end-to-end 360 degree campaign execution across digital, social, PR, and offline.

- Led multiple new product launches with clear playbooks and measurable outcomes.

- Data-fluent: you use numbers to pressure-test ideas, not replace them.

- A natural collaborator who can lead without a large team behind them.

- A genuine consumer of culture - you notice trends before they peak, and know when to ignore them.

- Mission-aligned: deeply passionate about women's health, sustainability, and empowerment.

Educational background in Engineering and/or MBA preferred, especially from reputed institutions. We're not looking for someone who needs a fully built machine to run. If you thrive in structure and need clarity before action, this probably isn't the right fit.

Why Join Mahina:

- Real ownership - this isn't a support role or a management layer. It's a builder role with strategic authority.

- A brand with genuine character, a category-defining product, and a community that cares.

- The chance to shape Mahina's next chapter from the inside, working directly with founders.

- A founding-team culture that moves fast, respects craft, and argues about the right things.

- One of India's most exciting opportunities in women's health - a category that is just getting started.