Assistant Brand Manager

Role Purpose

Support and own assigned brand/category workstreams end to end - covering brand planning, consumer and Distributor insight, campaign execution, portfolio and innovation projects, launch readiness, business tracking and post-launch learning. The role is not limited to innovation coordination; it is an Assistant Brand Manager role expected to build strong marketing thinking, execution discipline and commercial ownership for the assigned portfolio.

Key Responsibilities

• Track brand/category performance across sales, volume, mix, penetration, repeat, cross-sell, campaign metrics and Distributor feedback; surface issues and recommended actions.
• Translate consumer, Distributor, category, competitive and trend inputs into sharp opportunity notes, brand actions, concept directions and communication briefs.
• Own assigned innovation, renovation, packaging, activation and launch workstreams from brief to market readiness and post-launch review.
• Develop concept notes covering target consumer, need state, proposition, RTBs, usage routine, claims direction, pack logic, price-pack inputs and Associate pitch angle.
• Support brand plans, campaign calendars, content briefs, launch decks, digital assets, FAQs, usage guidance and Distributor-facing product stories.
• Coordinate with R&D, Regulatory, Quality, Supply Chain, Finance, Legal, Medical/Scientific, Sales, Training, Digital, Global Category teams and agencies to close projects on time.
• Maintain stage-gate trackers, artwork/claims/sample approval trackers, budget/PO trackers, project dashboards and escalation notes for open risks and decisions.
• Ensure all brand communication, product claims, launch assets and field-facing content are simple, compelling, compliant and easy for Associates to use.
• Capture early market feedback, identify launch or communication gaps and recommend corrective actions to improve adoption and repeat.

Key Deliverables

• Monthly brand/category performance dashboard with clear actions and follow-ups.
• Consumer, Distributor and competitive insight summaries for assigned workstreams.
• Campaign, packaging, content and launch briefs with clear proposition, claims hierarchy and RTBs.
• Innovation/renovation project charter, stage-gate tracker and launch readiness checklist.
• Distributor-facing launch toolkit including product story, FAQs, usage routine, objection handling and training-support content.
• Post-launch or post-campaign performance review with learnings and next-step recommendations.

Skills and Capabilities

• Strong ownership mindset with ability to manage multiple brand and project workstreams without losing detail.
• Good understanding of brand management, consumer insight, category analysis, competitive benchmarking and basic commercial modelling.
• Ability to convert product science, claims and technical inputs into simple consumer and Distributor language.
• Strong project management discipline across timelines, approvals, samples, artworks, claims, budgets and stakeholder follow-ups.
• Ability to balance consumer desirability, brand fit, Distributor usability, business viability, technical feasibility and compliance guardrails.
• Strong written communication, presentation, analytical and storytelling skills.
• Comfort with data, ambiguity, fast timelines and cross-functional influencing without direct authority.

Experience and Education

• 7-9 years in Brand Management, Product Marketing, Category Management, Innovation, NPD, Commercialization or Consumer Marketing roles.
• Experience in FMCG, Consumer Health, Wellness, Nutraceuticals, Healthcare, Foods, Personal Care or Direct Selling preferred.
• Exposure to product launches, campaign execution, consumer research, agency management, packaging or GTM execution preferred.
• Marketing / Business Administration degree a must. Top-tier / Tier 2 business school preferred.
• Knowledge of nutrition, wellness, nutraceuticals and direct selling business models will be an advantage.

Supervisory Responsibilities

No direct reports. Expected to coordinate cross-functional stakeholders, agencies and vendors for assigned brand/category workstreams. May guide interns, agencies or project resources where required.

Success Measures

• Quality and timeliness of assigned brand plans, briefs, launch assets, dashboards and project milestones.
• Improvement in execution discipline, reduction in avoidable rework and sharper upfront alignment across stakeholders.
• Clarity and usefulness of consumer-facing and Distributor-facing communication assets.
• Launch and campaign adoption indicators such as asset usage, Distributor feedback, early sales/volume performance and issue closure.
• Quality of post-launch learning, corrective actions and scale-up recommendations.

Work Environment

Fast-paced, collaborative and matrixed office environment requiring strong cross-functional working, commercial judgement, project discipline and clear communication.