Plum - Brand Lead - Beauty & Personal Care

Plum is at an exciting stage of its journey. We have built a strong, loved beauty brand across Skincare and Haircare. The next chapter is about making Plum bigger, sharper, more distinctive - and even more desirable to consumers.

We're looking for a Brand Lead - Plum to lead that journey.

This is a leadership role with end-to-end ownership of marketing for the mother brand, Plum, spanning our Skincare and Haircare categories. Skincare today is our largest revenue contributor, while Haircare represents a significant opportunity for the next phase of growth.

You'll be a thought partner to the Founder, shaping how Plum shows up in the market, what we stand for in consumers' minds, and how we translate our science, products and personality into a brand millions more consumers want to experience.

This is not just a brand communication role. It is a brand + category + business leadership role.

What You'll Own:

1. Shape the Next Chapter of Brand Plum:

- Define and strengthen Plum's positioning, voice and distinctive brand identity across consumer touchpoints.

- Build a clear long-term brand strategy while translating it into annual and quarterly marketing priorities.

- Make Plum increasingly distinctive in a highly competitive beauty landscape.

- Build stronger consumer desire, consideration and preference for Plum.

- Translate Plum's science, efficacy and product superiority into simple, credible and compelling consumer stories.

2. Own Skincare & Haircare Category Growth:

- Lead the marketing agenda across Skincare and Haircare, with accountability for category growth and brand health.

- Partner with E-commerce, D2C, Offline Sales and other channel teams to drive category numbers.

- Identify consumer, category and competitive opportunities and translate them into growth plans.

- Own category calendars, portfolio priorities, pricing/pack architecture inputs and key growth interventions.

- Balance long-term brand building with near-term commercial outcomes.

3. Lead Innovation - NPDs & EPDs:

- Shape the innovation pipeline based on consumer needs, category opportunities and Plum's right to win.

- Lead marketing inputs into NPDs, EPDs, renovations and portfolio interventions.

- Sharpen propositions, claims, naming, packaging and consumer communication.

- Own GTM thinking and ensure launches move successfully from idea - proposition - launch - scale.

- Build fewer, stronger innovations rather than innovation for innovation's sake.

4. Build Communication That Makes Plum stand out:

- Lead integrated brand communication across campaigns, digital, social, influencers, content, retail and e-commerce.

- Set a high creative bar across ideas, design, copy and execution.

- Ensure every consumer-facing expression feels unmistakably Plum.

- Partner with internal creative teams and external agencies to translate brand strategy into breakthrough work.

- Build communication that makes science interesting, products desirable and Plum memorable.

5. Build & Lead a High-Performance Brand Team:

- You'll lead a multidisciplinary team spanning areas such as: Brand & Category Marketing, Brand Communication, Design, Copy, Social & Content.

- Your role will be to bring these capabilities together behind one brand, one consumer and one clear direction.

What We're Looking For:

- Minimum 8 - 9 years of experience in Brand/Category Marketing, preferably across Channels (E-Commerce, Beauty, Personal Care, FMCG or high-quality consumer brands).

- Demonstrated experience building and scaling meaningful consumer brands/categories.

- Strong grounding in consumer insights, brand strategy, positioning and communication development.

- Experience owning NPD/EPD, innovation and GTM.

- Strong creative judgment across ideas, copy, design and storytelling.

- Commercial orientation and comfort owning category/business numbers.

- Experience working across digital-first and offline channels.

- Strong understanding of the contemporary Indian beauty/consumer landscape.

- Proven experience leading, coaching and developing multidisciplinary teams.

- Ability to bring structure to complexity and maintain execution excellence at speed.

- Strong agency and cross-functional stakeholder management.

- High ownership, high intent and a genuine bias for action.

You'll Thrive Here If You:

- Think about the consumer before the campaign.

- Can move comfortably between a brand positioning conversation and a category revenue review.

- Believe great strategy is meaningless unless it translates into great execution.

- Can look at creative work and articulate precisely why it works - or why it doesn't.

- Are fascinated by how science can become powerful consumer storytelling.

- Don't need perfectly defined problems before starting to solve them.

- Can challenge a Founder thoughtfully and equally be challenged yourself.

- Build teams that become stronger because you lead them.

- Care deeply about the 0.1% details while never losing sight of the larger business.

- Want to build something - not simply manage something that already exists.

Location: Thane, Mumbai (Apply only if you are able to move closer to Thane / can spend less travel time to Thane).