Senior Brand Manager - FMCG/Consumer - IIM/FMS/MDI/XLRI/ISB/IIT

Industry: FMCG / Consumer Location: Bangalore Experience: 5 to 10 Years Reporting To: Marketing Head The candidate should be able to say: I have actually built a consumer brand from the ground up and can demonstrate what I did, why I did it and what business/brand impact it created. Important Eligibility Criteria: Candidates with experience only in managing / sustaining established brands, without hands-on 0-to-1 brand-building experience, will not be considered. Who We Are Looking For: We are particularly interested in marketers who can demonstrate: Consumer Insight - Brand Concept - Positioning - Product - Launch - Consumer Acquisition - Brand Building - Scale. Relevant talent pools: FMCG, Cosmetics, Personal Care, Beauty, Consumer Products, D2C, Consumer Start-ups. Ideal profile: A builder, creator and growth-oriented marketer, rather than a conventional brand custodian. Full Time MBA from Tier 1 College: IIM (Ahmedabad, Bangalore, Calcutta, Lucknow, Kozhikode), FMS Delhi, MDI, NMIMS, SPJIMR Mumbai, Jamnalal Bajaj (JBIMS) Mumbai, IIFT Delhi, MICA, ISB Hyderabad, XLRI, IIT Mumbai. Note: Candidates from FMCG, Cosmetics, Personal Care, Beauty, Consumer Products and D2C startups with hands-on experience in building brands are particularly relevant. Candidates working in CPG Industry or known / large brands are not suitable for this role. Role Overview: We are looking for a highly entrepreneurial Brand Manager who has a proven track record of building and scaling a consumer brand from zero / scratch. The ideal candidate will have experience in taking a consumer product from the concept / early-stage phase through brand creation, positioning, go-to-market, consumer acquisition and business growth. This is an opportunity for a marketer who is not just a brand custodian, but someone who has actually created a brand, shaped its identity and driven it from the ground up. Brand Building 0 to 1: - Develop and execute the overall strategy for building a new consumer brand from the ground up. - Define brand positioning, proposition, target consumer, brand architecture and communication strategy. - Develop the brand's identity, personality and differentiated consumer proposition. - Identify consumer needs, market gaps and opportunities to create a differentiated brand. Go-to-Market & Product Launch: - Develop and execute Go-to-Market (GTM) strategy for new consumer products. - Work closely with Product, Sales, E-commerce, Digital and other stakeholders to successfully launch products. - Define launch plans, channel strategy, pricing, promotions and consumer activation. - Drive new product launches and evaluate market response. Consumer & Market Understanding: - Develop deep understanding of consumer behavior, insights, trends and category dynamics. - Conduct/coordinate consumer research and translate insights into actionable brand strategies. - Monitor competitors and identify opportunities for differentiation and growth. - Build a strong understanding of the target consumer and continuously evolve the brand proposition. Integrated Marketing & Communication: - Develop integrated ATL, BTL, Digital, Social Media, Influencer and Consumer Activation strategies. - Work with creative, media, digital and external agencies to develop compelling brand communication. - Ensure consistency of brand messaging and consumer experience across channels. - Build awareness, consideration, trial and repeat purchase. Digital & D2C Growth: - Leverage digital, social media, e-commerce and D2C channels to build consumer awareness and business growth. - Develop consumer acquisition and engagement strategies. - Track digital and brand performance metrics and optimize campaigns based on data and consumer response. Business & Brand Growth: - Own key brand metrics including awareness, consideration, penetration, market share, revenue and profitability, as applicable. - Develop annual brand plans and marketing budgets. - Monitor ROI of marketing investments and optimize spends. - Identify new opportunities for category expansion, consumer acquisition and brand scale. Ideal Candidate Profile: - 5 - 10 years of experience in Brand Management / Marketing. - Strong experience in consumer-facing businesses. - Experience from FMCG, Cosmetics, Personal Care, Beauty, Consumer Products or D2C startups. - Critical requirement: Proven experience of building a consumer brand from scratch / 0-to-1, rather than only managing an established brand. - Should have been involved in multiple stages of brand creationconsumer insight, positioning, proposition, product/packaging, GTM, communication, launch, and scaling. - Strong understanding of consumer marketing, brand strategy and digital marketing. - Entrepreneurial mindset with the ability to operate in a fast-paced and ambiguous environment. - Strong analytical, creative and strategic thinking capabilities. - Excellent stakeholder management and communication skills.