Company Description

William Penn is India’s leading destination for fine writing instruments, premium accessories and personalised corporate gifting. We bring together some of the world’s most respected international brands across writing, lifestyle and gifting, through our retail stores, e-commerce platform and corporate business.

With 30+ stores across India, a growing digital presence and a team of 300+ professionals, William Penn is at an exciting stage of growth as we build a stronger, more connected premium retail experience for our customers.Headquartered in Bengaluru, we are a customer-first organisation that values ownership, excellence, creativity and execution.

Our business sits at the intersection of premium retail, brands, experiences and customer engagement—and we are constantly looking for talented people who can help us build what comes next.

Joining William Penn means being part of a growing business where you can shape brands, drive meaningful business outcomes and create experiences that customers remember.

About the Role

We are looking for a Senior Brand Manager to lead Sheaffer's global brand strategy and marketing, strengthening its positioning, consumer relevance and presence across international markets.

The individual will shape the brand's identity and narrative, translate consumer insights into product opportunities, and drive compelling campaigns, content and communication across markets.

Working closely with Design, Business, Sales, Digital & Growth teams, creative agencies and international distributors, the role will ensure a consistent brand experience while supporting Sheaffer's global growth ambitions.

What You Will Own1. Global Brand Strategy & Positioning

- Define and strengthen Sheaffer's global brand positioning, identity and long-term narrative.
- Translate the brand's heritage and product strengths into a differentiated and contemporary proposition.
- Develop brand guidelines to guide communication, product presentation, retail experience and market-level execution.
- Identify opportunities to strengthen relevance across consumer segments, gifting occasions and personal-use categories.
- Define the ideal customer profile (ICP)



and brand experience for Sheaffer's growth initiatives and proposed mono-brand retail format.

2. Consumer Insights & New Product Development

- Partner with the Digital & Growth Manager to identify product and range opportunities, combining portfolio performance data with consumer and market insights.
- Translate identified opportunities into consumer-led product propositions, defining target consumers, unmet needs, usage occasions and product differentiation.
- Develop product and design briefs covering the proposition, features, aesthetics and design direction.
- Work with Design, Product Development and Business teams through the product development process to ensure alignment with the intended consumer proposition.
- Own product positioning, storytelling and communication inputs for new product launches.

3. Global Brand Campaigns, Content & Communication

- Own the global brand and communication calendar for Sheaffer.
- Develop campaign strategies and creative briefs that translate brand positioning into compelling consumer communication.
- Lead brand campaigns and product launches from conceptualisation through creative development and execution.
- Drive consistent storytelling across social media, digital, retail and other consumer touchpoints.
- Establish an always-on content approach to build brand engagement and relevance.
- Work with internal creative teams and agencies to deliver high-quality content and communication.

4. Global Market & Distributor Brand Development

- Work with international distributors and Sales teams to understand market-specific consumer preferences and brand opportunities.
- Develop global brand frameworks, campaign toolkits and communication assets that can be adapted to local markets.
- Equip distributors with product stories,



brand guidelines and launch communication to strengthen local brand presence.
- Identify opportunities for market-specific collaborations and brand-building initiatives.
- Ensure consistent adoption of global brand guidelines across markets.

5. Brand Experience & Marketing Effectiveness

- Define the desired brand experience across packaging, retail, product presentation and consumer touchpoints.
- Develop brand inputs for retail displays, visual merchandising and the proposed mono-brand retail experience.
- Partner with Digital & Growth teams to ensure consistent brand positioning and product storytelling across global websites, marketplaces and digital channels.
- Track brand health, campaign effectiveness and consumer feedback to inform future brand and communication decisions.

6. Budget & Stakeholder Management

- Develop and manage brand marketing plans and budgets in line with agreed priorities.
- Prioritise investments across brand-building, campaigns, content and product launches.
- Work effectively with cross-functional teams, agencies and international distributors to ensure timely and effective execution.

What We're Looking For

- 8–12 years of experience in brand management, consumer marketing or integrated marketing, preferably with international exposure.
- Strong experience in brand strategy, positioning, campaign development and creative execution.
- Experience in consumer insights, product innovation, new product development or product launch management.
- Understanding of global consumer behaviour, market dynamics and the ability to translate insights into brand and product opportunities.
- Experience working with international distributors, regional teams or global business partners will be an advantage.
- Strong creative judgement and the ability to develop briefs and guide creative teams and agencies.
- Commercial understanding and the ability to connect brand initiatives to business priorities.
- Ability to interpret consumer research, market insights and campaign performance.
- Robust project management, stakeholder management and communication skills.
- High ownership, strategic thinking and a strong bias for execution.

📌 Senior Brand Manager – Sheaffer (Global) (Bengaluru)
🏢 William Penn (P
📍 Bengaluru