Brand Manager - Tea & Beverages

Role Overview: We are looking for an experienced Brand Manager to lead the growth and development of our brand across the Tea & Beverage portfolio. The role will be responsible for shaping brand strategy, understanding consumers, driving integrated marketing campaigns, supporting new product launches and building meaningful consumer engagement. Key Responsibilities: 1. Brand Strategy & Growth: - Develop and execute the annual brand strategy and marketing calendar across Tea & Beverage categories. - Identify opportunities to strengthen brand positioning, relevance and differentiation. - Track brand health, category trends, competition and consumer behaviour to identify growth opportunities. - Translate brand objectives into clear marketing initiatives and business outcomes. 2. Consumer Insights & Market Understanding: - Develop a strong understanding of target consumers, their needs, preferences and purchase behaviour. - Conduct consumer, category and competitor analysis to inform brand and campaign decisions. - Use consumer insights to identify opportunities for product, communication and customer experience improvements. - Monitor emerging trends across Tea, Beverages, FMCG, F&B and D2C. 3. Integrated Campaigns & Brand Communication: - Lead 360 degree brand campaigns across digital, social, retail, D2C and other relevant consumer touchpoints. - Develop campaign briefs, communication strategies and creative direction in collaboration with internal teams/agencies. - Ensure consistency of brand positioning, tone of voice and visual identity across channels. - Measure campaign effectiveness and optimise initiatives based on performance. 4. New Product Development & Launches: - Partner with Product and cross-functional teams on NPD and product extensions. - Develop go-to-market strategies and launch plans for new products. - Define target consumers, product positioning, key messaging and launch communication. - Track post-launch performance and identify opportunities for optimisation. 5. D2C, Consumer Acquisition & Retention: - Work closely with the D2C team to drive customer acquisition, engagement and retention. - Identify opportunities across the consumer journey to improve conversion and repeat purchase. - Leverage digital, CRM, social and content initiatives to strengthen consumer relationships. - Use customer and campaign data to improve marketing effectiveness. 6. Cross-functional Collaboration: - Work closely with D2C, Sales, Product, Design, E-commerce and Operations teams to ensure seamless execution of brand initiatives. - Coordinate with external agencies, creative partners and other marketing vendors where required. - Act as the central brand custodian across functions and ensure alignment with overall business objectives. 7. Marketing ROI & Performance: - Define KPIs for campaigns and brand initiatives and track performance against objectives. - Analyse marketing spends, campaign effectiveness and ROI. - Translate marketing data into actionable recommendations for future campaigns. - Prepare regular brand and campaign performance reports for management. Key Focus Areas: - Brand Growth & Positioning - Consumer Insights - Integrated Campaigns - New Product Development & Launches - Consumer Acquisition & Retention - Brand Communication - Digital & D2C Marketing - Marketing ROI & Performance Candidate Profile: - 5 - 8 years of relevant experience in FMCG, F&B, D2C, consumer brands or related categories. - Strong experience in brand management and integrated marketing, rather than purely execution-focused marketing. - Demonstrated experience in managing campaigns from strategy - execution - performance measurement. - Exposure to NPD, product launches and go-to-market strategy. - Strong understanding of digital, social media and D2C ecosystems. - Good consumer and market understanding with the ability to translate insights into action. - Strong commercial acumen and understanding of marketing metrics/ROI. - Excellent stakeholder management and cross-functional collaboration skills. - Strong communication, analytical and project management skills. Must have: - 5 - 8 yrs brand management - FMCG / F&B / D2C / consumer brand experience - Campaign ownership - NPD / product launch experience - Consumer insights - Digital + D2C exposure - Marketing analytics / ROI Good to have: - Tea / coffee / beverages experience - Premium/luxury consumer brands - E-commerce experience - Agency management - Experience managing sizeable marketing budgets