Brand Manager

Job Description

This role entails managing the P&L and heading all brand management activities for assigned product categories. The Brand Manager will be responsible for developing and executing comprehensive brand strategies, driving product innovation, managing marketing campaigns, and ensuring brand growth across all touchpoints.

Key Responsibilities

Strategic Brand Management

• Develop and implement comprehensive brand strategies aligned with company objectives
• Manage complete P&L responsibility for assigned product categories/brands
• Conduct market analysis, consumer insights research, and competitive intelligence
• Define brand positioning, messaging, and value propositions for target demographics
• Drive brand architecture and portfolio optimization initiatives

Product Development & Innovation

• Lead new product development from concept to launch, driving the new product contribution across channels.
• Stay informed about industry trends and emerging technologies
• Collaborate with Product/R&D teams to conceptualize and develop innovative product ideas based on market trends and consumer needs, and ensure timely & successful product launches
• Manage product lifecycle including packaging, pricing, and positioning strategies
• Work closely with supply chain and operations teams for seamless product delivery
• Evaluate and enhance existing product offerings to keep up with the evolving consumer needs and competition offerings

Marketing Campaign Management & Media Management

• Plan and execute integrated marketing campaigns across digital and traditional channels
• Develop creative briefs and work with internal teams & agencies to create compelling brand content
• Oversee the development of high-impact storytelling and content creation for various channels.
• Manage influencer partnerships and celebrity collaborations
• Align influencer marketing, PR, and SEO efforts to maximize impactful brand reach and quality impressions.
• Oversee brand communications across social media, PR, and advertising platforms
• Supervise the creation of press releases, newsletters, website content, and other communication materials.
• Lead media planning, buying, tracking and impact measurement across all touchpoints
• Collaborate with media agencies & internal teams to optimize spend and performance to deliver on key metrics

Omnichannel Strategy & Execution

• Develop and execute brand strategies for both digital platforms and traditional channels
• Analyze consumer behavior across online and offline touchpoints and implement data-driven marketing strategies
• Work closely with sales teams to ensure brand objectives align with commercial goals
• Collaborate with performance marketing teams to optimize digital campaign
• Work closely with retail and trade marketing teams for offline brand experiences and visibility
• Manage brand presence across social commerce platforms

Analytics & Performance Management

• Monitor brand performance metrics including market share, brand health indicators and offtake performance metrics across channels
• Analyze ROI on marketing investments and optimize budget allocation
• Generate regular reports on brand performance for senior leadership
• Use consumer insights and market research to guide strategic decisions

Core Competencies

• Proven track record of leading brand strategy and marketing initiatives in a fast-paced environment.
• Strong analytical mindset with expertise in market research, consumer insights, and brand performance tracking.
• Hands-on experience with digital marketing, influencer partnerships, PR, and SEO.
• Demonstrated experience in driving sales/offtake growths on plans, managing P&L and delivering business results
• Excellent project management and cross-functional leadership skills to handle multiple initiatives simultaneously.
• Deep understanding of Indian consumer behavior, especially Gen Z and millennial demographics
• Proficiency in digital marketing, social media, and e-commerce strategies
• Expertise in media planning, buying, and performance tracking across digital and traditional channels

Technical Skills

• Advanced proficiency in Excel, PowerPoint, and analytical tools
• Experience with market research tools and consumer insights platforms
• Knowledge of digital analytics tools (Google Analytics, social media analytics)
• Understanding of traditional media metrics (GRP, reach, frequency etc) and digital metrics (CPM, CPC, CTR etc)
• Familiarity with e-commerce platforms, performance marketing metrics and AI platforms

Personal Attributes

• Strong communication and presentation skills
• Creative mindset with attention to detail
• Ability to work in fast-paced, dynamic environment
• First principle thinking and strong problem-solving, decision-making, and stakeholder management capabilities.
• Leadership qualities with ability to influence without authority
• Passion for beauty industry and understanding of beauty trends

Mandatory Qualifications and Experience:

• 5-7 years of overall experience
• MBA in Marketing from premier business school (IIM/ISB/XLRI/FMS or equivalent)
• Experience in FMCG, beauty, personal care, or lifestyle brands preferred
• Prior experience in cosmetics/beauty industry will be an added advantage

About SUGAR Cosmetics ):

SUGAR Cosmetics, a cult favorite amongst Gen Z and millennials, is one of the fastest-growing premium beauty brands in India. With its clutter-breaking persona, signature low-poly packaging and chart-topping products, SUGAR is the makeup of choice for bold, independent women who refuse to be stereotyped into roles. Crafted in state-of-the-art facilities across Germany, Italy, India, USA and Korea, the brand ships its bestselling products in Lips, Eyes, Face, Nails & Skin categories across the world. With a cruelty-free range that is high on style and higher on performance, the brand is obsessed with crafting products that are a perfect match for every Indian skin tone across seasons and around the calendar. Backed by the trust of marquee investors and the love of millions of makeup enthusiasts, SUGAR Cosmetics is scaling its physical presence with 50,000+ retail touchpoints across 550+ cities and a mission of reaching doorstep of every makeup user in India.
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