About the Role

We are looking for a Senior Brand Manager who can hold the full brand responsibility - across online and offline simultaneously. This is not a digital-only or a trade-marketing- only role. It is a complete brand ownership position: narrative, visual identity, campaign architecture, channel execution, team management, and agency coordination.

The right person combines strategic brand thinking with a bias for execution. They can write a brand positioning document in the morning, brief a shoot in the afternoon, and review a trade activation plan for GT/MT the same week. They have a sharp aesthetic sense, understand the difference between premium and mass brand communication, and are comfortable working across the full range of touchpoints - from a product page on Amazon.com to a point-of-sale display in a modern trade store.

Key Responsibilities

1. Brand Strategy & Positioning

- Own the brand strategy - define the annual brand plan, campaign calendar, and communication hierarchy across all channels and touchpoints
- Translate extraordinary brand story - years of heritage, into a coherent narrative across premium retail, D2C, marketplace, and gifting
- Define and maintain the verbal and visual identity guidelines for both brands - tone of voice, design codes, photography standards, and campaign architecture
- Identify new opportunities in product storytelling, category expansion (gifting, teaware, wellness), and seasonal launches - and build the brand rationale for each
- Coordinate brand positioning to ensure the portfolio tells a coherent story without overlap or confusion

2. Online Brand Building

- Own the brand's presence across D2C websites , Amazon IN, Amazon.com US, and Flipkart - ensure product pages, A+ Content, Brand Store, and all digital touchpoints reflect the brand at its best
- Lead content strategy and execution across social media - Instagram, YouTube, Tiktok, and emerging platforms - with a clear brief-to-delivery process that maintains brand tone and visual consistency
- Build and execute seasonal digital campaigns around First Flush, Second Flush, Diwali gifting, US holiday season,



and other key moments - coordinating across performance marketing, CRM, and marketplace teams
- Drive influencer and PR strategy for both brands - identify the right partners , brief and manage agency relationships
- Ensure all marketplace listing content such as tasting notes, origin stories, brewing guides, lifestyle imagery, etc. reflects the brand standards set in the identity guidelines

3. Offline Brand Building

- Develop and execute trade marketing and brand activation plans for general trade and modern trade channels - in-store visibility, point-of-sale materials, display units, and shelf strategy
- Own the offline brand experience in retail stores - store design elements, packaging presentation, and visual merchandising standards that communicate brand's premium positioning
- Build the gifting and corporate channel brand strategy - packaging, presentation, communication, and seasonal collateral for B2B and premium gifting segments
- Plan and execute brand events such as First Flush estate launches, trade showcases, HORECA activations, and consumer-facing experiences in coordination with the events agency

4. Team & Agency Management

- Manage and develop the brand and creative team: Content Writer, Graphic Designer, Social Media Executive, and Creative & Packaging
- Own agency relationships across PR, events, shoots, influencer management, and media. Set briefs, manage deliverables, review output quality, and hold agencies accountable to timelines
- Build a content calendar that integrates online and offline touchpoints - every campaign should work cohesively across D2C, social, marketplace, trade, and retail simultaneously
- Maintain brand quality control across all output - no asset leaves the brand team without reflecting the visual and verbal standards of both brands

5.



Brand Performance & Reporting

- Track and report brand health metrics: share of voice, branded search growth, organic traffic to D2C, social follower growth, press mentions, and product page conversion rate improvements driven by brand content
- Build a monthly brand performance report for the Leadership - covering campaign outcomes, content performance, PR coverage, and brand investment ROI
- Work with the performance marketing and marketplace teams to ensure brand investment translates into measurable commercial outcomes

Who You Are

- 6+ years of brand management experience with genuine ownership across both online and offline channels
- Has managed a team of at least 2-3 direct reports and can articulate how they briefed, reviewed, and developed their team members
- Has worked on a premium or heritage consumer brand where the brand story, provenance, and product quality are the primary differentiators
- Strong aesthetic sense and creative instinct. can evaluate design, photography, and copy with confidence and give specific, actionable feedback rather than vague direction
- Has personally written a brand strategy document, campaign brief, or brand playbook
- Has managed agency relationships end-to-end: briefing, delivery management, quality review, and commercial accountability

Good to Have

- Experience in tea, coffee, food & beverage, wellness, or premium lifestyle categories - familiarity with the connoisseur buyer and the gifting customer
- International brand exposure - has worked on a brand sold in the US, UK, or Europe, or has managed brand communication for an international audience
- Exposure to both D2C and contemporary trade / general trade environments - understands how brand communication must adapt across channels without losing coherence
- Has managed a brand during a key seasonal launch - harvest season, festive gifting, or a new product introduction from strategy through execution
- PR and media relations experience - has worked with a PR agency to build media coverage and understands what makes a good brand story for journalists

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