Senior Brand Manager

Function: Marketing

Reports to: Marketing Director

Location: Jaipur, Rajasthan

Industry: Dairy/FMCG

About the Role

We are looking for an experienced, commercially oriented Senior Brand Manager / Brand Marketing Manager to take end-to-end ownership of our flagship brand and support the development of our emerging brands.

This is a high-ownership role for someone who can translate consumer understanding into strong brand strategy, compelling communication and measurable business growth.

The successful candidate will work closely with Sales, Trade Marketing, Marketing Services, Product/Innovation, Finance and external agencies to build the brand while ensuring that marketing investments deliver tangible business outcomes.

The role is particularly important in strengthening the brand-management capability of the organization and building a robust second line within the marketing function.

Key Responsibilities

- Brand Strategy & Annual Brand Planning

- Own the annual brand strategy and brand plan for the flagship brand.
- Develop clear brand objectives, positioning, consumer proposition and communication priorities.
- Translate business objectives into actionable brand and marketing plans.
- Develop annual marketing calendars covering campaigns, launches, activations, digital and consumer engagement.
- Ensure consistency of brand positioning and identity across all consumer touchpoints.
- Monitor brand performance and recommend corrective actions where required.

2. Consumer Understanding & Insights
- Develop a strong understanding of the target consumer, their needs, behaviours, occasions and purchase drivers.
- Use consumer research, market data, sales trends and competitive intelligence to identify growth opportunities.
- Commission and manage relevant consumer research where required.
- Convert insights into actionable recommendations for communication, innovation, pricing, packaging and activation.
- Build a culture of fact-based, consumer-led marketing.

3. Communication & Campaign Management
- Lead the development of integrated brand communication campaigns from brief to execution.
- Develop clear and effective briefs for creative, media, digital and other agencies.
- Evaluate creative work and ensure it delivers against the intended consumer and business objective.
- Manage the campaign development process across TV/video, digital, social, print, outdoor, retail and other relevant media.
- Ensure timely execution and consistency across all communication channels.
- Measure campaign effectiveness and derive learnings for future activity.

4. Digital & Consumer Engagement
- Develop and strengthen the brand's digital and social presence.
- Identify relevant opportunities across social media, content, influencers, digital advertising and emerging consumer platforms.




- Work with agencies/partners to develop engaging digital content and campaigns.
- Ensure digital activity is integrated with the overall brand strategy rather than operating as a standalone function.
- Track digital performance and optimize investments based on results.

5. New Product & Brand Development
- Support the development and launch of new products and extensions under the flagship brand.
- Contribute to product, packaging, proposition and communication development.
- Develop launch strategies and go-to-market plans in collaboration with Sales and Trade Marketing.
- Support the development of the company's two emerging brands, helping establish their positioning and growth strategy.
- Identify opportunities for innovation based on consumer and market needs.

6. Market & Competitive Analysis
- Continuously monitor competitors, category developments, consumer trends and market dynamics.
- Track competitor communication, launches, pricing, promotions and positioning.
- Identify emerging opportunities and threats to the brand.
- Provide regular recommendations to senior management based on market intelligence.

7. Cross-functional Collaboration
- Work closely with the Trade Marketing Manager to ensure consumer and trade plans are aligned.
- Partner with Sales to understand market realities and translate them into better brand plans.
- Work with the Marketing Services Manager to ensure effective and timely execution of campaigns and marketing initiatives.
- Coordinate with Finance to monitor marketing budgets, spends and returns.
- Collaborate with Product/Quality/R&D; teams on innovation and product development.
- Build strong working relationships with creative, media, digital, research and other external agencies.

1. 8. Marketing Effectiveness & Budgets

- Own the brand marketing budget and ensure disciplined deployment of marketing investments.
- Establish KPIs for major marketing initiatives.
- Evaluate campaign and activation effectiveness using appropriate metrics.
- Track marketing ROI and identify opportunities to improve effectiveness.
- Present brand performance and marketing recommendations to senior management.

1. 9. Team & Capability Building

- Build strong brand-management processes and documentation.
- Ensure that brand strategy, plans, campaigns, research and key learnings are institutionalized within the organization.
- Mentor junior marketing resources as the team grows.
- Help build a scalable brand-management structure for the company's future growth.





Key Success Measures The person in this role will be evaluated on:

- Growth of the flagship brand
- Brand health and consumer metrics
- Effectiveness of marketing campaigns
- Quality and execution of annual brand plans
- Successful new product launches
- Marketing ROI and budget discipline
- Strengthening of the two emerging brands
- Quality of consumer and market insights
- Cross-functional effectiveness with Sales and Trade Marketing
- Ability to build a sustainable brand-management capability within the organization

Candidate Profile

Experience

- 8–12 years of relevant experience in brand/consumer marketing, preferably in FMCG.
- Experience in food, dairy, beverages, packaged foods or other high-frequency consumer categories would be strongly preferred.
- Should have handled at least one significant brand with meaningful scale.
- Experience working closely with large sales/distribution organizations is highly desirable.
- Experience in new product launches and integrated marketing campaigns is essential.

1. Skills & Competencies

- Strong brand-management fundamentals.
- Excellent consumer understanding and strategic thinking.
- Strong commercial orientation and understanding of the connection between marketing and sales.
- Ability to interpret market and consumer data and convert it into action.
- Strong communication and presentation skills.
- Strong agency-management and stakeholder-management skills.
- Comfortable working across traditional and digital media.
- Strong project-management and execution skills.
- Ability to operate independently and take ownership.
- High level of analytical ability and financial discipline.
- Strong attention to detail without losing sight of the larger strategic picture.

The Ideal Candidate

We are looking for someone who is more than a campaign manager.

The ideal candidate will be a hands-on brand builder who should be comfortable moving between consumer insight, brand strategy, creative development, media, market realities and commercial numbers.

Most importantly, the candidate should have the maturity and ownership mindset to eventually manage the brand portfolio independently and build a strong brand-management team around them.

Education

MBA/PGDM in Marketing from a reputed institution preferred.

Candidates with strong FMCG brand-management experience and an appropriate undergraduate/postgraduate qualification may also be considered.

Why Join Us

This is an chance to play a significant role in building a leading FMCG brand at substantial scale, while also helping shape the next phase of the company's brand and marketing organization.

- The role offers significant ownership across strategy, consumer understanding, communication, innovation and business growth, with the opportunity to build and lead the brand function as the business expands.

📌 Senior Brand Manager (Jaipur)
🏢 Lotus Dairy Products Private
📍 Jaipur