About the Role:

We are looking for a senior, hands-on marketing professional who can take ownership of building and scaling the MoiSoi brand and driving measurable business growth through marketing.

The role will sit at the intersection of brand, communication, digital, consumer growth and commercial outcomes. The person will be responsible for defining how the brand shows up to consumers, developing marketing strategies across channels, driving digital and social media growth, and measuring the ROI and business impact of marketing investments.

The ideal candidate should have strong FMCG experience, preferably in Food & Beverages / Consumer Foods, and should have demonstrated experience of building or scaling a brand from an early stage.

This is a hands-on leadership role and requires someone who can think strategically but is equally comfortable getting into the details of campaigns, content, communication and performance.

Key Responsibilities:

1. Brand Strategy & Brand Building:

- Own and evolve the overall brand strategy and positioning.

- Define the brand proposition, consumer proposition and key communication territories.

- Identify opportunities to build awareness, consideration and preference for the brand.

- Develop a clear and differentiated brand identity across consumer touchpoints.

- Ensure consistency of brand positioning across packaging, digital, social, retail and marketplace communication.

- Build the brand with a clear understanding of the target consumer and category dynamics.

2. Brand Communication:

- Own the overall brand communication strategy across digital, social, ATL, BTL, packaging and other consumer-facing channels.

- Develop campaign concepts and communication platforms in line with the brand strategy.

- Work closely with creative agencies, designers, content teams and other partners while retaining ownership of the final brand direction.

- Define and maintain the brands tone of voice and communication style.

- Ensure that the brand communicates consistently across E-commerce, Quick Commerce, Modern Trade, General Trade and D2C channels.

- Oversee packaging and artwork from a brand and communication perspective, working with the relevant internal teams for execution and compliance.

3. Marketing Strategy & Growth:

- Develop the annual and quarterly marketing strategy aligned with business objectives.

- Build channel-specific marketing plans across E-commerce, Quick Commerce, Modern Trade, General Trade and D2C.

- Develop marketing strategies for new product/category launches in partnership with the NPD and business teams.

- Identify consumer, category and market trends and translate them into marketing opportunities.

- Drive consumer acquisition, engagement and retention through relevant marketing initiatives.

- Develop and test new marketing channels, formats and consumer engagement opportunities.

4. Digital & Social Media:

- Own the digital and social media marketing strategy for the brand.

- Build a strong content and social media ecosystem around the brand.

- Drive consumer engagement through content, creators, influencers and relevant digital platforms.

- Work closely with performance marketing teams/agencies to ensure that brand and performance initiatives work together.

- Use consumer and platform data to continuously improve campaigns and content.

5. Marketing P&L & ROI:

- Own the marketing budget and ensure effective allocation of marketing spends.

- Build a clear understanding of the business impact of marketing investments.

- Track ROI/ROAS, CAC, conversion, engagement, revenue contribution and other relevant metrics.

- Evaluate the effectiveness of digital, social, influencer, media and campaign spends.

- Connect marketing investments with business outcomes across priority channels.

- Recommend where to increase, reduce or reallocate marketing spends based on performance.

- Work closely with Finance, Sales and E-commerce teams to understand the commercial impact of marketing initiatives.

6. Launch & Go-to-Market:

- Partner with the NPD/Product team on the marketing strategy for new launches.

- Translate product propositions into clear consumer-facing communication.

- Develop launch plans across relevant online and offline channels.

- Define the target consumer, positioning, messaging, launch channels and communication approach.

- Track launch performance and identify opportunities to scale successful products.

- Note: The role does not own product development or formulation. NPD/product development will continue to be driven by the relevant business and product teams.

7. Agency & Partner Management:

- Manage creative, media, digital, PR, influencer and other marketing partners.

- Develop clear briefs and ensure agencies understand the brand and business objectives.

- Challenge agency recommendations where required and ensure marketing output is commercially relevant.

- Build a strong ecosystem of external partners while retaining strategic ownership internally.

8. Team Leadership:

- Build and mentor the marketing team as the business scales.

- Establish clear ownership across brand, digital, content and marketing operations.

- Create a culture of experimentation, speed and accountability.

- Develop strong collaboration between Marketing, Sales, E-commerce, NPD, Finance and other functions.

What We Are Looking For:

- 10-15+ years of experience in FMCG / Consumer Marketing.

- Experience in Food / Beverages / Consumer Foods is strongly preferred.

- Proven experience of building or scaling a consumer brand from an early stage.

- Strong experience across brand strategy, brand communication and integrated marketing.

- Good understanding of digital and social media marketing.

- Experience working across E-commerce and Quick Commerce will be an advantage.

- Strong commercial understanding of marketing spends, P&L and ROI.

- Experience in developing GTM and marketing strategies for product/category launches.

- Strong understanding of consumer behaviour and ability to convert insights into communication.

- Experience managing creative, media, digital and influencer agencies.

- Strong stakeholder management and communication skills.

- Comfortable working in a fast-paced, founder-led environment with high ownership and limited layers.

The Ideal Candidate:

- Built a brand from scratch or played a significant role in scaling an emerging FMCG brand.

- Personally driven brand communication and campaign development rather than only managing agencies.

- Worked across both brand building and digital/growth marketing.

- A strong understanding of what makes consumers buy, not just what makes a campaign look good.

- Experience linking marketing activity to revenue, P&L and ROI.

- The ability to balance long-term brand building with short-term business objectives.

- A hands-on approach and willingness to get into the details when required.