Brand Manager - FMCG

About the Role

Key Responsibilities

Brand Strategy & Positioning

• Develop and execute long-term brand strategies aligned with business objectives.
• Define and refine brand positioning, messaging, and value propositions across consumer segments.
• Ensure consistency of brand identity across all customer touchpoints.
• Build strong brand equity through impactful storytelling and differentiated communication.

New Product Development (NPD)

• Lead end-to-end New Product Development initiatives from ideation to launch.
• Identify consumer insights, market gaps, and emerging trends to drive innovation.
• Collaborate with product, R&D, sourcing, and sales teams to bring new offerings to market.
• Develop launch plans and go-to-market strategies for new products.

Media Planning & Campaign Management

• Manage media planning and execution across digital, social, influencer, PR, and performance channels.
• Work closely with agencies and internal teams to optimize media investments and campaign performance.
• Monitor key brand and media metrics, ensuring efficient ROI and brand visibility.
• Drive integrated marketing campaigns across online and offline channels.

Consumer Insights & Market Research

• Conduct market research, competitor analysis, and consumer behavior studies.
• Translate consumer insights into actionable marketing strategies.
• Track industry trends, category developments, and emerging opportunities.

Brand Communication & Content Strategy

• Develop compelling communication strategies for product launches, seasonal campaigns, and brand initiatives.
• Partner with creative teams to create impactful campaigns and content.
• Ensure brand consistency across website, social media, marketplaces, packaging, and marketing materials.

Innovation & Growth Initiatives

• Drive innovation projects to strengthen category leadership.
• Identify opportunities for portfolio expansion and product diversification.
• Recommend growth opportunities through consumer trends and category insights.

Performance Monitoring & Analytics

• Track brand health metrics, awareness, consideration, engagement, and market performance.
• Analyze campaign effectiveness and derive actionable insights.
• Present periodic business reviews and recommendations to leadership.

Stakeholder Management

• Collaborate cross-functionally with Product, Sales, Performance Marketing, E-commerce, Operations, and Creative teams.
• Manage external agencies, media partners, influencers, and research vendors.
• Act as the brand custodian across all functions.

Required Qualifications

• Bachelor's Degree in Marketing, Business Administration, Communications, or related field.
• MBA in Marketing is preferred.
• 2-3+ years of FMCG Brand Management experience OR 4+ years of Brand Management experience in D2C/Consumer-focused brands.
• Proven experience in New Product Development (NPD), brand launches, and innovation projects.
• Strong understanding of media planning, digital marketing, and integrated campaigns.
• Experience in developing brand strategy, positioning, and communication frameworks.
• Strong analytical and problem-solving abilities.
• Excellent project management and stakeholder management skills.
• Ability to work in a fast-paced, entrepreneurial environment.

Preferred Skills

• FMCG category understanding and consumer marketing expertise.
• Experience working with D2C brands, e-commerce platforms, or consumer products.
• Knowledge of consumer research methodologies and market intelligence.
• Strong commercial acumen with understanding of P&L impact.
• Familiarity with digital analytics and marketing performance metrics.
• Excellent presentation and communication skills.

Success Metrics

• Improvement in brand awareness and consideration.
• Successful launch and adoption of new products.
• Growth in customer acquisition and retention.
• Effective media ROI and campaign performance.
• Increased market share and category penetration.
• Strengthening overall brand equity and consumer engagement.