Role Overview

We are looking for an experienced and visionary Brand Director to take end-to-end ownership of the company's brand function across its portfolio of Loyka, Loyka Desserts and Paancho.

The candidate will be responsible for shaping the overall brand identity, communication, consumer engagement and marketing growth across the portfolio.

This role requires a strong combination of brand thinking, consumer understanding, creative leadership, design sensibility and hands-on execution. The Brand Director will work closely with the Directors and cross-functional teams to build distinctive brands, create meaningful consumer experiences and drive sustainable business growth.

Key Responsibilities

1. Brand Direction & Growth

- Take end-to-end ownership of Loyka, Loyka Desserts and Paancho.
- Define the brand identity, positioning and communication for each brand.
- Develop annual and quarterly brand and marketing plans aligned with business objectives.
- Strengthen brand awareness, consumer engagement and brand preference.
- Identify opportunities for brand expansion, new categories and consumer segments.
- Ensure each brand has a clear, distinctive and consistent identity across all consumer touchpoints.

2. Brand Building & Consumer Marketing

- Develop consumer-focused initiatives to build strong and recognizable brands.
- Understand target consumers, purchase behaviour, preferences and consumption occasions.
- Develop consumer-led campaigns and brand experiences.
- Track market trends, category developments and competitor activities.
- Identify opportunities for brand growth, new products and consumer occasions.

3. Loyka Desserts Brand & Consumer Experience

- Own Loyka Desserts' brand experience, including in-store branding and visualisation.
- Build a strong customer community through consumer engagement and brand experiences.
- Drive influencer marketing and consumer-focused brand initiatives.
- Develop strong brand stories and campaigns for new launches, festive occasions and key brand moments.

4. Design

- Own Design Thinking, Graphic Design, Packaging Design and Visualisation.
- Develop packaging concepts, materials, colours and product storytelling.
- Lead creative design for new product development, Diwali/festive collections, gifting and catalogues.
- Ensure quality, functionality and consistency across brand and packaging designs.

5. Campaign Strategy & Execution

- Lead end-to-end 360 marketing campaigns across digital, social media, retail, e-commerce,



activations and influencer marketing.
- Develop campaigns for new product launches, festive occasions, seasonal periods and key brand moments.
- Prepare campaign briefs and work with creative, media, digital and other agencies.
- Monitor campaign performance and optimize marketing activities based on results.

6. Digital & Social Media

- Own the digital and social media strategy across the brand portfolio.
- Develop brand-specific content and communication strategies.
- Lead social media, influencer marketing, performance marketing and digital activations.
- Work closely with creative and content teams to develop engaging brand content.
- Track digital performance, engagement and consumer growth.
- Identify emerging digital platforms, trends and relevant consumer behaviours.

7. Creative & Brand Communication

- Provide creative direction for brand communication and development.
- Oversee communication across packaging, social media, websites, e-commerce, advertising, retail POS, caf/outlet communication and other consumer touchpoints.
- Ensure consistency of brand identity, tone of voice and visual communication.
- Review and approve creative concepts and final outputs.
- Develop strong brand stories that communicate the unique proposition of each brand.

8. Product Launches & Innovation

- Lead the marketing strategy for new product launches, product extensions and new categories.
- Develop launch plans covering positioning, communication, digital activation, sampling, influencer marketing and consumer engagement.
- Work closely with R&D;, Design, Production, Sales and E-commerce teams for successful execution.
- Track launch performance and identify opportunities for improvement and scale.

9. E-Commerce & Digital Growth

- Work closely with the E-commerce team to strengthen brand visibility and performance across online marketplaces and quick-commerce platforms.
- Develop marketing initiatives for platforms such as Amazon, Blinkit, Zepto, Swiggy Instamart and other relevant channels.
- Support digital merchandising, promotions, product visibility and consumer acquisition initiatives.

10.



Marketing Budget & Agency Management

- Develop and manage the marketing budget across the brand portfolio.
- Allocate marketing spends according to brand priorities and business objectives.
- Monitor campaign expenditure and marketing ROI.
- Manage external creative, digital, media, PR and influencer agencies.
- Ensure timely delivery and quality execution of agency projects.
- Manage agency and vendor relationships and negotiations.

11. Team Leadership

- Lead, mentor and develop the marketing, creative and content team.
- Set transparent objectives, priorities and performance expectations.
- Build a culture of creativity, ownership and execution.
- Manage multiple internal teams, agencies and external partners.

12. Cross-Functional Collaboration

- Work closely with Sales, E-commerce, Design, R&D;, Production, Operations, and Senior Management.
- Translate business objectives into actionable marketing initiatives.
- Present brand plans, campaign proposals, budgets and performance reports to the Directors.
- Ensure marketing initiatives support overall business and revenue objectives.

Candidate Profile Required Skills & Qualifications

- Bachelor's or Master's degree in Marketing,Business Administration, Mass Communication, Advertising, Communications or a related field.
- 610 years of relevant experience in Brand Marketing, Consumer Marketing, Integrated Marketing or Marketing Communications.
- Experience handling multiple brands / brand portfolios is preferred.
- Experience in FMCG, F&B;, QSR, consumer,lifestyle or premium brands preferred.
- Strong experience in brand positioning, campaign management and consumer marketing.
- Experience managing creative, digital, packaging and influencer agencies/vendors.
- Strong understanding of digital marketing,social media, consumer insights and marketing analytics.
- Strong creative, analytical and commercial thinking.
- Excellent communication, presentation and stakeholder management skills.
- Proven experience in team leadership and managing multiple projects.

What We Are Looking For We are looking for someone who can take complete ownership of brand marketing, rather than focusing only on social media or campaign execution.

The ideal candidate should be capable of thinking at both portfolio and individual brand levels, understanding how to build Loyka, Loyka Desserts and Paancho as distinct brands while creating a strong overall marketing ecosystem for the company.

📌 Director Brand (Mumbai)
🏢 Loyka
📍 Mumbai