Industry: FMCG / Consumer

Location: Bangalore

Experience: 5 to 10 Years

Reporting To: Marketing Head

The candidate should be able to say:

I have actually built a consumer brand from the ground up and can demonstrate what I did, why I did it and what business/brand impact it created.

Important Eligibility Criteria:

Candidates with experience only in managing / sustaining established brands, without hands-on 0-to-1 brand-building experience, will not be considered.

Who We Are Looking For:

We are particularly interested in marketers who can demonstrate: Consumer Insight - Brand Concept - Positioning - Product - Launch - Consumer Acquisition - Brand Building - Scale.

Relevant talent pools:

FMCG, Cosmetics, Personal Care, Beauty, Consumer Products, D2C, Consumer Start-ups.

Ideal profile:

A builder, creator and growth-oriented marketer, rather than a conventional brand custodian.

Full Time MBA from Tier 1 College:

IIM (Ahmedabad, Bangalore, Calcutta, Lucknow, Kozhikode), FMS Delhi, MDI, NMIMS, SPJIMR Mumbai, Jamnalal Bajaj (JBIMS) Mumbai, IIFT Delhi, MICA, ISB Hyderabad, XLRI, IIT Mumbai.

Note:

Candidates from FMCG, Cosmetics, Personal Care, Beauty, Consumer Products and D2C startups with hands-on experience in building brands are particularly relevant.

Candidates working in CPG Industry or known / large brands are not suitable for this role.

Role Overview:

We are looking for a highly entrepreneurial Brand Manager who has a proven track record of building and scaling a consumer brand from zero / scratch. The ideal candidate will have experience in taking a consumer product from the concept / early-stage phase through brand creation, positioning, go-to-market, consumer acquisition and business growth. This is an opportunity for a marketer who is not just a brand custodian, but someone who has actually created a brand, shaped its identity and driven it from the ground up.

Brand Building 0 to 1:

- Develop and execute the overall strategy for building a new consumer brand from the ground up.

- Define brand positioning, proposition, target consumer, brand architecture and communication strategy.

- Develop the brand's identity, personality and differentiated consumer proposition.

- Identify consumer needs, market gaps and opportunities to create a differentiated brand.

Go-to-Market & Product Launch:

- Develop and execute Go-to-Market (GTM) strategy for new consumer products.

- Work closely with Product, Sales, E-commerce, Digital and other stakeholders to successfully launch products.

- Define launch plans, channel strategy, pricing, promotions and consumer activation.

- Drive new product launches and evaluate market response.

Consumer & Market Understanding:

- Develop deep understanding of consumer behavior, insights, trends and category dynamics.

- Conduct/coordinate consumer research and translate insights into actionable brand strategies.

- Monitor competitors and identify opportunities for differentiation and growth.

- Build a strong understanding of the target consumer and continuously evolve the brand proposition.

Integrated Marketing & Communication:

- Develop integrated ATL, BTL, Digital, Social Media, Influencer and Consumer Activation strategies.

- Work with creative, media, digital and external agencies to develop compelling brand communication.

- Ensure consistency of brand messaging and consumer experience across channels.

- Build awareness, consideration, trial and repeat purchase.

Digital & D2C Growth:

- Leverage digital, social media, e-commerce and D2C channels to build consumer awareness and business growth.

- Develop consumer acquisition and engagement strategies.

- Track digital and brand performance metrics and optimize campaigns based on data and consumer response.

Business & Brand Growth:

- Own key brand metrics including awareness, consideration, penetration, market share, revenue and profitability, as applicable.

- Develop annual brand plans and marketing budgets.

- Monitor ROI of marketing investments and optimize spends.

- Identify new opportunities for category expansion, consumer acquisition and brand scale.

Ideal Candidate Profile:

- 5 - 10 years of experience in Brand Management / Marketing.

- Strong experience in consumer-facing businesses.

- Experience from FMCG, Cosmetics, Personal Care, Beauty, Consumer Products or D2C startups.

- Critical requirement: Proven experience of building a consumer brand from scratch / 0-to-1, rather than only managing an established brand.

- Should have been involved in multiple stages of brand creationconsumer insight, positioning, proposition, product/packaging, GTM, communication, launch, and scaling.

- Strong understanding of consumer marketing, brand strategy and digital marketing.

- Entrepreneurial mindset with the ability to operate in a fast-paced and ambiguous environment.

- Strong analytical, creative and strategic thinking capabilities.

- Excellent stakeholder management and communication skills.