Dairy Day - Assistant Brand Manager

JOB DESCRIPTION:

JOB TITLE: Assistant Brand Manager

DEPARTMENT: Marketing

LOCATION: Bangalore HQ

REPORTING TO: Senior Brand Manager, Marketing

COMPANY & BACKGROUND:

Dairy Day was started in 2002 by two veterans from the ice-cream industry, with a keen desire to chart their own course in a category they were deeply passionate about. Over the past 20 years, Dairy Day has grown to become a regional leader in the ice-cream category, with market leadership in Karnataka & with the brand ranked 2nd in Tamil Nadu. The brand boasts of strong presence on-ground across 80000+ retailers and continues to grow rapidly. Along the way, Dairy Day has attracted significant investor interest, with investments from Motilal Oswal in 2016 and a sizeable investment from Kedaara Capital in 2024.

QCom is a critical growth driver for ice cream as a category and Dairy Day has rapidly scaled its presence on this channel. With this in mind, Dairy Day set out to build a house of brands, launching Ob & Gob a designed-for-QCom premium ice cream brand. Since launch, Ob & Gob has been performing strongly, with clutter breaking packaging formats, a strong product pipeline that builds upon Dairy Day's extensive back-end capabilities and a distinct, digitally native brand identity. Building on this early momentum, this marks an exciting new chapter in the organization's objective of becoming one of the top 4 players nationally.

We are looking to hire an Assistant Brand Manager, to come in and work closely with the Senior Brand Manager (alongside the VP-Marketing) to build Ob & Gob and grow it through its 1 to 100 journey. The individual will plan and execute multiple online and offline brand campaigns and support the thinking on building brand proposition & positioning, portfolio development, external collaborations, social and influencer strategy. This role offers a rare opportunity to help scale a digitally native brand, designed for QCom with a social-first brand building approach and with an exciting charter on NPD & collab-led revenue generation with the freedom to operate and speed to market comparable to a new-age start up.

ROLE AND RESPONSIBILITIES:

- Plan and execute multiple online and offline brand campaigns end-to-end, working closely with the Senior Brand Manager to drive top of mind & trial generation.

- Support brand building through a social first media deployment strategy, executing always-on social, influencer and performance led campaign that build reach and TOM for the brand among its target audience.

- Manage external coordination with creative and agency partners on a day-to-day basis to create a consistent source of buzz through topical & culturally relevant associations.

- Assist in building the NPD pipeline, managing campaign timelines and execution to drive new news for the brand among its target audience & as a source of revenue growth.

QUALIFICATIONS AND EXPERIENCE REQUIREMENT:

Academic:

- Graduate in Marketing/Business field; MBA from T1/T2 Institute Preferred.

Professional:

- 2-4 years of experience in D2C FMCG/consumer-tech categories, with strong experience in building digitally native brands.

- Hands-on experience planning and executing brand campaigns, with a bias for action and ownership of day-to-day delivery.

- Strong understanding of QCom as a channel and sales environment, with clear understanding of revenue drivers.

- Good analytical skills and experience in deriving data-driven insights.

- Exposure to brand development (positioning, insight generation, crafting communication, pack design), digital-first media deployment and social-first thinking, along with a strong willingness to learn, are key requirements to succeed in this role.

- Who were looking for: Someone who understands todays creator economy, social media and events, and what goes into building a new-age brand from the ground up. Someone bursting with creative ideas but equally comfortable with numbers - a self-starter and strong communicator who can turn ambition into action.

FUNCTIONAL COMPETENCIES:

- Exposure to brand building for digitally native, social-first FMCG/D2C brands.

- Meta performance campaigns planning & execution experience.

- Social page management and influencer campaign planning & execution experience.

- Proficient with AI tools (Claude, ChatGPT), MS Office tools (Excel, PowerPoint) and social media platforms (Meta, YouTube, LinkedIn etc.).

ADDITIONAL NOTES:

RELEVANT INDUSTRY: D2C/FMCG brands; Consumer-Tech.

YEARS OF EXPERIENCE: 2-4 years.

AGE CRITERIA: 24-28 years.