Description:

Key Responsibilities:

- Define and refine brand positioning, story, and identity that resonates with our target audience (wellness-skincare conscious, digitally native) and differentiates us in the market.

- Lead go-to-market (GTM) planning and execution for new product launches: coordinating with R&D/product development, procurement (suppliers, packaging, cost), marketing, and sales/distribution.

- Manage the full lifecycle of products (NPD) : from concept & formulation input (via R&D) through procurement, packaging, pricing, launch, and post-launch performance tracking.

- Drive D2C growth, coordinating with e-commerce team for website, UX, content, digital campaigns, influencer & community collaborations, paid media, retention/loyalty.

- Manage offline/partner channels or marketplace presence (if applicable): working with channel sales team, procurement/logistics, ensuring brand voice & experience are consistent.

- Be data-driven: analyze consumer insights, market & competitive trends, channel performance, campaign ROI, and product performance; derive recommendations and drive measurement & optimization.

- Collaborate cross-functionally: procurement/supply chain (cost, supplier selection, packaging, timelines), R&D/product innovation (aligning consumer demand to product roadmap), sales & channel management (ensuring brand consistency across touchpoints), creative/marketing/content teams.

- Build and maintain brand assets and guidelines: packaging, visuals, tone of voice, digital content, offline collaterals, launch toolkits, etc.

- Set, monitor and report on key KPIs: brand awareness, engagement, conversion/retention, product performance, margin, channel growth.

- Actively contribute to our growth mindset: propose new ideas, test & iterate, work in a fast-paced environment, and adapt to changing priorities.

Qualifications & Skills:

- 5-7 years of brand management / marketing experience, preferably in wellness, skincare, beauty, personal care or FMCG brands oriented toward D2C. (Experience in D2C channel strongly preferred.)

- Proven track record of launching and scaling consumer brands, managing product portfolios and/or GTM plans.

- Strong digital marketing and e-commerce understanding: content, influencer partnerships, paid / organic channels, lifecycle/retention, D2C consumer journey.

- Analytical mindset: able to work with data, consumer insights, performance metrics, translate insights into action.

- Cross-functional collaboration experience: working with product/R&D, procurement/supply chain, sales/channels, creative/marketing teams.

- Excellent project management skills and ability to manage multiple initiatives simultaneously in a fast-moving startup environment.

- Entrepreneurial attitude: comfortable in ambiguity, driven to build from the ground up, hands-on with both strategy and execution.

- Have worked with research, advertising & design agencies - able to influence stakeholders, convey brand vision, and work with both internal teams and external agencies/partners.

- Bachelors degree in Marketing/Business (MBA or equivalent is a strong plus).

- Passion for wellness, skincare, beauty trends, and working in a D2C, digitally-native environment.

Whats in It for You:

- Opportunity to shape and own the brand narrative at a growing D2C wellness-skincare business.

- High visibility role: youll work closely with senior leadership, and your initiatives will directly impact our growth and brand trajectory.

- A collaborative, entrepreneurial culture where your ideas matter, execution is fast, and youll learn across multiple functions (product, procurement, sales, marketing).

- Competitive compensation + performance-linked incentives.

- Work with a purpose-driven brand in the wellness/skincare space, making meaningful impact with consumers.