Brand Manager - FMCG

Mellow Designs; Bengaluru; On-site; INR 1,000,000 - 1,500,000; Full time

Job summary

Mellow Designs, a D2C gardening brand in Bengaluru, is seeking a passionate Brand Manager to drive brand growth, consumer engagement, and innovation.

The ideal candidate will have strong experience in FMCG brand management, particularly in new product development and integrated marketing campaigns. Responsibilities include brand strategy, media planning, and performance monitoring, focused on enhancing brand recognition and consumer interactions.

Qualifications

• 2-3+ years of FMCG Brand Management experience or 4+ years in D2C/Consumer brands.
• Proven experience in New Product Development, brand launches, and innovation.
• Strong understanding of media planning and integrated campaigns.

Responsibilities

• Develop and execute long-term brand strategies.
• Lead New Product Development from ideation to launch.
• Manage media planning and execution across multiple channels.
• Conduct market research and translate insights into strategies.
• Develop communication strategies for launches and campaigns.

Skills

FMCG Brand Management

Project Management

Consumer Insights

Stakeholder Management

Education

Bachelor's Degree in Marketing or related field

MBA in Marketing

Job description

Overview

Location: Bangalore

Experience: 4+ Years

Industry Preference: FMCG / Consumer Brands / D2C

We are looking for a passionate and strategic Brand Manager to drive brand growth, consumer engagement, and innovation for a fast-growing D2C gardening brand. The ideal candidate should have a strong understanding of consumer behavior, brand building, product innovation, and integrated marketing campaigns.

Role Summary

The role requires a blend of strategic thinking, creativity, analytical skills, and execution excellence to strengthen brand positioning and accelerate business growth.

Qualifications & Experience

• Candidates with 2-3+ years of FMCG brand management experience will be highly preferred.
• Candidates from non-FMCG backgrounds should possess 4+ years of relevant experience as a Brand Manager, managing end-to-end brand initiatives and growth strategies.

Key Responsibilities

• Brand Strategy & Positioning
  • Develop and execute long-term brand strategies aligned with business objectives.
  • Define and refine brand positioning, messaging, and value propositions across consumer segments.
  • Ensure consistency of brand identity across all customer touchpoints.
  • Build strong brand equity through impactful storytelling and differentiated communication.
• New Product Development (NPD)
  • Lead end-to-end New Product Development initiatives from ideation to launch.
  • Identify consumer insights, market gaps, and emerging trends to drive innovation.
  • Collaborate with product, R&D, sourcing, and sales teams to bring new offerings to market.
  • Develop launch plans and go-to-market strategies for new products.
• Media Planning & Campaign Management
  • Manage media planning and execution across digital, social, influencer, PR, and performance channels.
  • Work closely with agencies and internal teams to optimize media investments and campaign performance.
  • Monitor key brand and media metrics, ensuring efficient ROI and brand visibility.
  • Drive integrated marketing campaigns across online and offline channels.
• Consumer Insights & Market Research
  • Conduct market research, competitor analysis, and consumer behavior studies.
  • Translate consumer insights into actionable marketing strategies.
  • Track industry trends, category developments, and emerging opportunities.
• Brand Communication & Content Strategy
  • Develop compelling communication strategies for product launches, seasonal campaigns, and brand initiatives.
  • Partner with creative teams to create impactful campaigns and content.
  • Ensure brand consistency across website, social media, marketplaces, packaging, and marketing materials.
• Innovation & Growth Initiatives
  • Drive innovation projects to strengthen category leadership.
  • Identify opportunities for portfolio expansion and product diversification.
  • Recommend growth opportunities through consumer trends and category insights.
• Performance Monitoring & Analytics
  • Track brand health metrics, awareness, consideration, engagement, and market performance.
  • Analyze campaign effectiveness and derive actionable insights.
  • Present periodic business reviews and recommendations to leadership.
• Stakeholder Management
  • Collaborate cross-functionally with Product, Sales, Performance Marketing, E-commerce, Operations, and Creative teams.
  • Manage external agencies, media partners, influencers, and research vendors.
  • Act as the brand custodian across all functions.

Required Qualifications

• Bachelor's Degree in Marketing, Business Administration, Communications, or related field.
• MBA in Marketing is preferred.
• 2-3+ years of FMCG Brand Management experience OR 4+ years of Brand Management experience in D2C/Consumer-focused brands.
• Proven experience in New Product Development (NPD), brand launches, and innovation projects.
• Strong understanding of media planning, digital marketing, and integrated campaigns.
• Experience in developing brand strategy, positioning, and communication frameworks.
• Strong analytical and problem-solving abilities.
• Excellent project management and stakeholder management skills.
• Ability to work in a fast-paced, entrepreneurial environment.

Preferred Skills

• FMCG category understanding and consumer marketing expertise.
• Experience working with D2C brands, e-commerce platforms, or consumer products.
• Knowledge of consumer research methodologies and market intelligence.
• Strong commercial acumen with understanding of P&L impact.
• Familiarity with digital analytics and marketing performance metrics.
• Excellent presentation and communication skills.

Success Metrics

• Improvement in brand awareness and consideration.
• Successful launch and adoption of new products.
• Growth in customer acquisition and retention.
• Effective media ROI and campaign performance.
• Increased market share and category penetration.
• Strengthening overall brand equity and consumer engagement.