Brand Manager

Company Description

Communal is more than a skincare brand; it is a circle where every skin tone, concern, and story is welcome. We believe skincare should feel like home – safe, inclusive, transparent, and made with intention. By fostering a collective approach to care, we harness the power of community and authenticity.

Role Description

This role is pivotal in driving the end-to-end brand strategy and business performance for Communal's . The Brand Manager will hold complete P&L responsibility, spearhead brand development, champion innovation, and lead impactful marketing initiatives to strengthen Communal's position in the skincare industry. The individual will be instrumental in shaping brand identity, amplifying visibility, and ensuring sustained category growth across all consumer touchpoints.

Key Responsibilities
Strategic Brand Management

• Design and execute holistic brand strategies that are aligned with Communal's long-term vision and business objectives.

• Lead full P&L ownership for assigned skincare categories, ensuring profitable growth.

• Conduct in-depth market analysis, consumer behavior studies, and competitive benchmarking to inform brand decisions.

• Define clear brand positioning, messaging, and value propositions tailored to diverse consumer segments.

• Develop and optimize brand architecture to strengthen portfolio alignment and maximize impact.

Product Development & Innovation

• Drive new product development from ideation to market launch, ensuring innovation that resonates with evolving skincare needs.

• Stay ahead of industry trends, consumer expectations, and emerging technologies to anticipate opportunities.

• Partner with R&D and product teams to conceptualize breakthrough formulations and packaging.

• Oversee the entire product lifecycle, pricing, positioning, and packaging strategies to maintain competitiveness.

• Collaborate with supply chain and operations for flawless product rollouts.

• Continuously evaluate and refresh existing product lines to ensure relevance in a dynamic market.

Marketing Campaign & Media Management

• Conceptualize and execute integrated 360° marketing campaigns across digital, social, and traditional media.

• Develop strong creative briefs and collaborate with internal teams and agencies to deliver impactful storytelling.

• Manage influencer collaborations, dermatologist tie-ups, and celebrity endorsements to elevate brand authority.

• Align PR, SEO, and influencer strategies to generate high-quality impressions and maximize brand visibility.

• Oversee all communication assets—press releases, social media content, website copy, and advertising campaigns.

• Lead media planning, buying, tracking, and performance evaluation across multiple channels.

• Partner with agencies and in-house teams to ensure optimized spending and maximum ROI.

Omnichannel Strategy & Execution

• Build seamless brand experiences across online and offline platforms, ensuring consistency of voice and identity.

• Analyze consumer journeys across digital and retail touchpoints, implementing data-driven strategies.

• Collaborate with sales teams to align brand goals with revenue objectives.

• Work with performance marketing teams to maximize efficiency of digital campaigns.

• Ensure retail visibility and premium shelf presence through trade and in-store activations.

• Strengthen brand presence across e-commerce and social commerce platforms.

Analytics & Performance Management

• Track and evaluate key brand health indicators, market share performance, and channel growth.

• Measure ROI on marketing investments, optimizing spend to drive measurable business outcomes.

• Generate detailed performance reports and strategic insights for senior leadership.

• Utilize consumer insights and market intelligence to guide brand-building decisions.

Core Competencies

• Proven expertise in shaping and executing brand strategies within dynamic, fast-paced industries.

• Strong analytical mindset with mastery in market research, consumer insights, and brand performance measurement.

• Solid experience across digital marketing, influencer collaborations, PR, and SEO.

• Demonstrated ability to drive category growth, manage P&L, and deliver business results.

• Exceptional project management and cross-functional leadership abilities.

• Deep understanding of Indian consumer behavior, particularly Gen Z and millennial audiences.

• Proficiency in both digital-first and traditional marketing approaches.

• Expertise in media planning, buying, and measuring impact across diverse channels.

Technical Skills

• Advanced proficiency in MS Excel, PowerPoint, and data analytics tools.

• Experience with market research and consumer insight platforms.

• Strong knowledge of digital analytics (Google Analytics, social media dashboards).

• Understanding of both digital metrics (CPM, CPC, CTR) and traditional media KPIs (GRP, reach, frequency).

• Familiarity with e-commerce ecosystems, performance marketing KPIs, and AI-driven tools for marketing intelligence.

Personal Attributes

• Strong communication, storytelling, and presentation skills.

• Creative thinker with meticulous attention to detail.

• Agile, adaptable, and able to thrive in fast-paced environments.

• Strategic yet execution-oriented with first-principle thinking.

• Leadership presence with the ability to influence stakeholders across levels.

• Passion for the skincare and beauty industry, with a deep appreciation of evolving skincare trends.

Mandatory Qualifications & Experience

• 3-4 years of experience in brand management, marketing, or related fields.

• MBA in Marketing from a premier B-school ( IIM, ISB, XLRI, FMS, or equivalent ).

• Experience in FMCG, beauty, personal care, or lifestyle industries strongly preferred.

• Prior exposure to skincare or cosmetics brands will be considered a significant advantage.