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).