Brand Manager

Cartel Bros Private Limited; Mumbai; On-site; INR 1,800,000 - 3,200,000; Full time

Job summary

Cartel Bros Pvt. Ltd. in Mumbai seeks a Brand Manager to craft and execute comprehensive brand strategies for The Glenwalk, The Glenjourneys, and Shelter 6 across India.

You will lead marketing initiatives, consumer engagement programs, communication campaigns, product launches, and portfolio development while preserving a premium positioning at every touchpoint. The ideal candidate combines strategic thinking with commercial acumen and execution excellence, with proven experience in the

Qualifications

• 5+ years in premium alcoholic beverage branding.
• MBA in Marketing is mandatory.
• Experience with whisky, vodka, or luxury brands preferred.
• Solid understanding of IMFL regulations and premium spirits market.

Responsibilities

• Develop annual brand strategies, GTM plans, marketing calendars, and growth roadmaps.
• Manage end-to-end brand lifecycle for The Glenwalk, The Glenjourneys, and Shelter 6 including launches and packaging.
• Conceptualize and execute 360° campaigns across digital, trade, events, PR, influencer marketing and activations.
• Analyze market trends, competitor activity, consumer behavior and opportunities to guide brand decisions.
• Lead development of creative communications, campaign messaging, assets, and packaging with premium identity.
• Collaborate with Sales, Trade Marketing, and Leadership to drive visibility programs and activations.
• Manage relationships with agencies, production houses, PR, media partners and vendors; monitor ROI and budgets.
• Plan and execute product introductions, limited editions, and regional expansion initiatives.

Skills

Brand strategy

Premium brand management

Marketing campaigns

Budget management

Trade marketing

Agency management

Consumer insights

Cross-functional collaboration

Presentation & communication

Travel readiness

Education

MBA in Marketing

Bachelor's in Marketing/Business

Job description

Experience Required: 5+ Years (Mandatory experience in Alcoholic Beverages)

Employment Type: Full-Time

Company Profile

Cartel Bros Pvt. Ltd. is a fast-growing premium alcoholic beverage company committed to crafting world-class spirits for the evolving Indian consumer. With a portfolio comprising The Glenwalk (Premium Blended Scotch Whisky), The Glenjourneys (Premium Single Malt Whisky Collection), and Shelter 6 (Premium Vodka), the company is building iconic brands through innovation, premium experiences, and strong consumer engagement.

Headquartered in Mumbai with a rapidly expanding national footprint, Cartel Bros is redefining India's premium spirits landscape through excellence in branding, product innovation, and strategic market expansion.

Job Summary

The Brand Manager will be responsible for developing and executing comprehensive brand strategies for The Glenwalk, The Glenjourneys, and Shelter 6 across India. This role will drive brand growth by leading marketing initiatives, consumer engagement programs, communication campaigns, product launches, and portfolio development while ensuring consistent premium positioning across all consumer touchpoints.

The ideal candidate should possess a strong blend of strategic thinking, commercial understanding, creativity, and execution excellence with proven experience in the alcoholic beverage industry.

Key Responsibilities

• Brand Strategy & Planning - Develop annual brand strategies, GTM plans, marketing calendars, and growth roadmaps aligned with business objectives.
• Portfolio Management - Manage end-to-end brand lifecycle for The Glenwalk, The Glenjourneys, and Shelter 6 including innovation, packaging, positioning, pricing, and product launches.
• Integrated Marketing Campaigns - Conceptualize and execute 360° marketing campaigns across digital, trade, events, PR, influencer marketing, experiential marketing, and consumer activations.
• Consumer Insights & Market Research - Analyze market trends, competitor activities, consumer behavior, category performance, and emerging opportunities to drive brand decisions.
• Brand Communication - Own the development of creative communication, campaign messaging, POSM, brand assets, packaging, and marketing collateral while maintaining premium brand identity.
• Trade & Sales Collaboration - Work closely with Sales and Trade Marketing teams to create impactful visibility programs, trade activations, outlet branding, and promotional initiatives.
• Agency Management - Lead relationships with creative agencies, digital agencies, PR partners, production houses, event agencies, research firms, and media partners.
• Budget Management - Prepare and manage annual marketing budgets, optimize spends, monitor ROI, and ensure effective resource utilization.
• Product Launches - Lead planning and execution of new product introductions, limited editions, packaging refreshes, and regional expansion initiatives.

Performance Analytics

Track campaign performance, market share, consumer engagement, brand health metrics, digital KPIs, and sales impact to optimize future campaigns.

Cross Functional Collaboration

Collaborate with Supply Chain, Finance, Legal, Sales, Product Development, Digital Marketing, and Leadership teams to ensure seamless execution of business objectives.

Identify emerging consumer trends, premiumization opportunities, and innovative brand-building initiatives to strengthen market presence.

• Strong expertise in Premium Brand Management within the Alcoholic Beverage industry.
• Proven experience managing premium whisky, vodka, or luxury lifestyle brands.
• Excellent understanding of IMFL regulations, consumer behavior, and premium spirits market.
• Strong commercial acumen with the ability to connect marketing investments to business outcomes.
• Expertise in brand positioning, storytelling, packaging, and portfolio management.
• Exceptional project management and stakeholder management skills.
• Strong analytical and data-driven decision-making capabilities.
• Experience managing creative, digital, PR, media, and activation agencies.
• Excellent presentation, negotiation, and communication skills.
• High level of creativity with strong execution capabilities.
• Willingness to travel across markets for launches, activations, and business reviews.

Educational Qualifications

• Bachelor's Degree in Marketing, Business Administration, Communications, or a related discipline.
• MBA in Marketing (Mandatory).
• Professional certifications in Brand Management, Digital Marketing, Consumer Insights, or Marketing Strategy will be an added advantage.