Brand Manager

A. ROLE & CONTEXTPurpose:

The Brand Manager is responsible for driving brand growth, consumer and distributor engagement, and flawless execution of brand initiatives across assigned categories. The role supports the delivery of revenue, volume, market share, product launch, brand equity and customer/distributor satisfaction objectives through insight-led brand planning, innovation support, campaign development and cross-functional execution.

Context / Background:

Brand Marketing plays a critical role in strengthening the company's brand image, creating demand for its products, supporting distributor success and improving customer experience. The Brand Manager will help translate business priorities into clear brand plans, campaigns, programs and assets that educate, engage and convert customers and distributors across channels.

B. ROLE RESPONSIBILITIESI. Business Impact:

• Contribute directly to growth of assigned brands/categories through product launches, portfolio interventions, campaign execution and distributor/customer engagement programs.

• Support achievement of annual revenue, volume point, profitability and brand equity targets through effective brand planning and disciplined execution.

• Ensure efficient use of brand budgets, agency resources and internal capabilities to maximise business impact and return on marketing investment.

• Strengthen brand consistency and customer/distributor experience across all touchpoints while staying aligned with corporate, regional and local compliance guardrails.

II. Strategy:

• Develop and execute annual brand plans for assigned categories, covering growth strategy, communication priorities, innovation/NPD support, activation calendar and budget allocation.

• Translate consumer, customer, distributor and market insights into sharp brand propositions, campaigns and business-building initiatives.

• Identify opportunities for category growth, portfolio expansion, consumer recruitment, retention, premiumisation, cross-sell and repeat purchase.

• Work with marketing leadership to synchronise brand priorities across digital, content, creative services, field/distributor engagement, events, e-commerce and analytics.

• Recommend areas for improvement or innovation based on performance data, category trends, competitor activity and evolving consumer needs.

• Integrate corporate and regional brand guidelines, claims guardrails and compliance requirements into all brand plans and external/internal communication.

III. Planning:

• Prepare annual and quarterly brand activity calendars, including product launches, campaigns, distributor engagement programs, consumer promotions, events, content plans and research initiatives.

• Create clear project plans with objectives, milestones, budgets, owners, timelines and expected business outcomes.

• Track key performance indicators across brand health, sales, volume points, launch effectiveness, campaign performance, digital engagement and distributor/customer response.

• Organise regular brand reviews to assess performance, identify gaps and recommend corrective actions.

• Partner with research, analytics and sales/distributor-facing teams to design studies, capture insights and convert learnings into action.

IV. Role Execution:

• Lead day-to-day execution of brand campaigns and initiatives across ATL, digital, social, OOH, events, content, CRM and distributor-facing channels.

• Act as the brand custodian for assigned categories, ensuring strategic clarity, consistency of messaging, quality of creative output and compliance with approved claims and brand guidelines.

• Support New Product Development and innovation projects from insight and concept development to launch planning, packaging inputs, communication assets and post-launch review.

• Develop creative and content briefs for internal teams and external agencies, and guide output to ensure it is consumer-relevant, brand-right and business-oriented.

• Collaborate cross-functionally with sales, distributor relations, product, regulatory, legal, supply chain, finance, analytics, digital, creative and external partners to deliver projects on time.

• Work with distributor leaders and field teams to enable effective deployment of brand programs, product education and engagement initiatives.

• Manage agency partners, vendors and production partners to deliver high-quality work within agreed timelines and budgets.

• Create urgency for business delivery while remaining agile, open to feedback and responsive to changing market or organisational priorities.

V. People Management and Development:

• Manage, guide and develop direct reports or project teams, where applicable, through clear priorities, coaching, feedback and performance reviews.

• Uphold a collaborative, accountable and quality-focused culture across internal and external stakeholders.

• Ensure effective implementation of operating processes, approvals and governance to improve quality, speed and compliance.

C. SKILLS, PRINCIPLES AND RELATED COMPETENCIESI. Problem Solving, Decision Making & Analytics:

• Strong ability to diagnose brand and business problems, identify root causes and recommend practical solutions.

• Data-driven approach to decision-making, with comfort in interpreting sales, category, consumer, campaign and digital performance data.

• Results-oriented planning with clarity on objectives, KPIs, budget discipline and commercial impact.

• Ability to balance creativity with business logic, quality standards and compliance requirements.

• Willingness to take informed risks based on facts, consumer understanding and performance learnings.

II. Teamwork, Collaboration and Leadership:

• Strong cross-functional collaboration skills and ability to work effectively with diverse internal and external stakeholders.

• High ownership, self-drive and professionalism in managing multiple priorities and deadlines.

• Ability to connect day-to-day execution with broader market, category and company objectives.

• Integrity, confidentiality, respect and adherence to company policies, values and compliance norms.

III. Communication, Negotiation and Influencing:

• Strong communication skills with the ability to write sharp briefs, present clear recommendations and influence business decisions.

• Ability to translate customer, distributor and business needs into compelling brand and activation programs.

• Strong agency and vendor management skills, including briefing, evaluation, negotiation and feedback.

• Ability to manage senior stakeholders, align cross-functional teams and drive decisions with clarity and confidence.

D. KEY PERFORMANCE INDICATORS (KPIs):

• Achievement of assigned brand/category revenue, volume point and profitability targets.

• Successful delivery of product launches, campaigns and activation programs against agreed timelines, budgets and quality standards.

• Brand health and equity metrics, including awareness, consideration, preference and perception where tracked.

• Campaign effectiveness metrics, including reach, engagement, lead generation, conversion, repeat purchase or other agreed measures.

• Distributor and customer engagement metrics, including adoption of brand programs, feedback and satisfaction indicators.

• Budget utilization, resource optimisation and agency/vendor performance.

• Compliance with brand guidelines, approved claims and internal approval processes.

E. EXPERIENCE AND QUALIFICATIONSMinimum Experience & Essential Knowledge:

• 10 - 12 years of experience in brand marketing, category marketing, consumer marketing or related roles.

• Experience in FMCG, consumer health, nutrition, wellness, beauty, personal care, D2C or digital-first brands preferred.

• Experience in product launches, campaign development, portfolio management, consumer promotions and cross-functional project delivery.

• Strong understanding of offline media, digital/social platforms, influencer marketing, content marketing, e-commerce and performance metrics.

• Demonstrated ability to work with creative, media, research, digital and activation agencies.

• A keen eye for detail, strong creative judgement, commercial orientation and structured problem-solving ability.

• MBA / master's degree in marketing, Business Management, Media or Communications from a reputed institute must.

• Strong written and verbal communication skills.

• Proficiency in MS Office; comfort with dashboards, analytics tools and digital performance reports preferred.

F. PHYSICAL DEMANDS AND WORK ENVIRONMENTPhysical Demands:

The physical demands described are representative of those required to successfully perform the essential functions of this role. Reasonable accommodations may be made for differently abled individuals.

Primarily office-based work with limited lifting and moderate walking/standing during events, activations or market visits, as required.

Work Environment:

Professional office environment with low to moderate noise levels.

The role may require occasional travel, market visits, distributor/customer engagement meetings, events, launches or shoots, based on business needs.