Role- Brand Lead

Full-time · Bangalore

CTC- Upto 40 LPA

About the Brand

We are a women-led period care brand rethinking how we experience menstruation. We are pioneers in engineered period underwear, with a focus on apparel innovation, credible safety testing, and long-term performance.

We represent a shift in how we understand and care for one of the most natural and intimate cycles of a woman’s life.

The Opportunity

This is a rare chance to be the architect of a category-defining brand in women’s health. You’ll work directly with the leadership team, own brand strategy end-to-end, and build a world-class brand organisation from the ground up.

This is not a support role and not a management layer. It is a role for someone who wants to build and scale, with real ownership and real impact.

You’ll operate at the intersection of strategy, creativity, growth, and business—defining how the brand shows up in the world and making sure it actually happens across every touchpoint, every launch, and every story told.

What You’ll Own

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—including positioning, tone of voice, and visual identity guidelines—and evolve it as the brand scales.

Develop a competitive moat by identifying whitespace, tracking competitor positioning, and sharpening 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 and ensure every piece earns its place in the overall brand narrative across social, digital, packaging, and offline channels.





Partner with growth and performance teams to ensure 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 creators, 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, including 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 and reactivation.

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

Drive brand-led retention levers, including loyalty, community, subscription, and repeat-purchase programmes.

Ensure a consistent brand voice and experience across every CRM touchpoint.

5. Consumer Insights & Market Intelligence

Build a robust consumer insight engine using 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, including awareness, consideration, share of voice, NPS, sentiment, and community growth.

6. Current Product & Launch Leadership

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

Develop scalable launch playbooks—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 across brand management, content, community, and creative.

Manage and mentor senior brand talent while establishing strong SOPs, playbooks, and workflows.

Own the agency ecosystem—including creative, PR, media, and influencer partners—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, including D2C, marketplaces, retail, social, packaging, and customer experience.

Create scalable templates and toolkits that enable speed without compromising brand integrity.

What We’re Looking For

7+ years of brand experience, with significant time spent in a D2C consumer brand across fashion, lifestyle, wellness, personal care, or intimate care.

Experience building or materially scaling a brand and understanding what it takes to create a coherent and differentiated brand identity.

Equally comfortable with a strategy deck and a content brief; able to write well, think clearly, and present with confidence.

Strong creative instincts and the ability to quickly identify what is and isn't on-brand—and articulate why.

Deep experience running high-volume creator programmes, managing large creator rosters rather than only one-off campaigns.

Hands-on CRM and lifecycle marketing experience, with ownership of the channel rather than simply briefing another team.

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

Experience leading multiple new product launches with clear playbooks and measurable outcomes.

Data fluency and the ability to use numbers to pressure-test ideas without allowing metrics to replace judgment.

A natural collaborator who can lead without relying on a large team.

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