Senior Brand Manager - D2C

We seek a Brand Lead for a personal care D2C brand in Bengaluru.

Job Responsibilities

1. Brand Strategy & Positioning

• Continuously define and evolve the brand vision, positioning, and narrative architecture across multiple touchpoints and high creative volume

• Build and own the brand roadmap aligned with business, product, and growth strategy

• Lead consumer education strategy to shape perceptions

• Own the brand bible - positioning, tone of voice, visual identity guidelines - and evolve it as the brand scales

• Develop competitive moat: identify whitespace, track competitor positioning, and sharpen

the brand's differentiation

2. Integrated Campaign & Channel Leadership

• Lead 360° flagship campaigns - from brief to creation to launch - ensuring creative excellence and measurable commercial outcomes

• Drive go-to-market strategy and launch playbooks for new product drops end to end

• Oversee the content calendar: ensure every piece earns its place in the brand narrative across social, digital, packaging, and offline

• Partner with growth and performance teams so brand and performance speak the same language

3. Creator & Community Ecosystem

• Identify, build, and manage a high-volume creator programme - spanning nano, micro, and macro tiers - with clear briefs, feedback loops, and performance benchmarks

• Build and nurture community and collaborator partnerships that feel genuinely native to the brand

• Own the influencer marketing strategy: pipeline, contracting, content direction, and results tracking at scale

• Develop ambassador and long-term creator relationships beyond one-off campaigns

4. CRM, Retention & Lifecycle Marketing

• Own the CRM and lifecycle marketing strategy in partnership with the growth team - from acquisition to retention to reactivation

• Define segmentation, cohort logic, and messaging frameworks across email, WhatsApp, and push channels

• Drive brand-led retention levers: loyalty, community, subscription, and repeat purchase programmes

• Ensure consistent brand voice and experience across every CRM touchpoint

5. Consumer Insights & Market Intelligence

• Build a robust consumer insight engine: qualitative research, surveys, social listening, cohort analysis, and brand health tracking

• Translate insights into brand strategy, messaging, product storytelling, and innovation opportunities

• Track and report on brand health metrics: awareness, consideration, share of voice, NPS, sentiment, and community growth

6. New Product & Launch Leadership

• Lead brand strategy for new product launches, portfolio architecture, and pricing narratives

• Develop launch playbooks that scale - from pre-launch community seeding to retail

activation

• Work closely with product and R&D teams to ensure consumer-centric innovation and

strong storytelling

7. Team, Agency & Budget Leadership

• Build and lead the Brand & Communications team: brand managers, content, community, and creative

• Manage and mentor senior brand talent; establish strong SOPs, playbooks, and workflows

• Own the agency ecosystem - creative, PR, media, influencer - with clear KPIs and governance

• Manage brand budgets independently, including ROI frameworks and quarterly planning

8. Brand Governance & Systems

• Own brand guidelines, tone-of-voice frameworks, visual identity systems, and content governance

• Ensure brand consistency across all touchpoints: D2C, marketplaces, retail, social, packaging, CX

• Create scalable templates and toolkits that enable speed without sacrificing brand integrity

Job Requirements

• 8+ years of brand experience, with significant time in a D2C consumer brand - fashion, lifestyle,

wellness, personal care, or intimate care.

• Equally at home in a strategy deck and a content brief - you write well, think clearly, and present with confidence

• Strong creative instincts: you can spot what's on-brand in seconds and articulate why

• Deep experience running high-volume creator programmes - you've managed large rosters, not just one-off campaigns

• Hands-on CRM and lifecycle marketing experience - you've owned the channel, not just briefed it

• Proven track record of end-to-end 360° campaign execution across digital, social, PR, and offline

• Led multiple new product launches with clear playbooks and measurable outcomes

• Data-fluent: you use numbers to pressure-test ideas, not replace them

• A natural collaborator who can lead without a large team behind them

• A genuine consumer of culture - you notice trends before they peak, and know when to ignore them