Manager - Branding

Meesho; Karnataka; On-site; INR 2,000,000 - 3,800,000; Full time

Job summary

Meesho is seeking a Manager – Programs (Branding) to anchor the branding pods within User Growth and own brand strategy end‑to‑end in India. You will turn consumer insights into sharp brand briefs and lead campaigns across TV, digital and influencers to drive user growth and retention.

This hands‑on role requires firsthand consumer understanding, strong storytelling, and the ability to manage multiple stakeholders while building a high‑performing branding team.

Qualifications

• MBA from a top-tier institute with branding focus or equivalent branding background.
• 4+ years hands-on branding/consumer marketing experience in FMCG or e-commerce.
• Direct branding experience including building strategy and briefs.
• Hands-on consumer understanding with ability to translate insights into a brand brief.
• Direct ownership of campaigns across TV/digital/influencers with measurable impact.
• Excellent storytelling and stakeholder management skills.
• People leadership and team development abilities.

Responsibilities

• Interact with users to understand barriers and triggers for Meesho usage.
• Develop brand strategy and write briefs for creative and media partners.
• Define communication strategy and channel mix across TV, digital and influencers.
• Tailor messaging for distinct user cohorts across Bharat.
• Own large-scale campaigns from brief to launch and measurement.
• Collaborate with Product, Design, Analytics, Marketing, Legal and agencies.
• Lead and develop the branding pod to raise the creative and strategic bar.

Skills

Brand management

Consumer insights

Campaign management

Team leadership

Education

MBA from top-tier institute (IIM/ISB) or branding

Job description

About the Team

The Commerce Platform team at Meesho drives end-to-end growth, strategy, and operational excellence across key verticals:

• User Growth: Scales the full lifecycle funnel, from acquisition and activation to retention. The User Growth team also houses Meesho’s branding pods, which shape how Bharat sees, trusts and keeps coming back to Meesho.

• Marketplace: Focuses on strengthening the seller ecosystem and improving selection quality to create a robust and reliable marketplace experience.

• Category: Identifies high-potential segments, launches and scales new categories, and drives assortment expansion to meet evolving customer demand.

• Mall: Builds a trusted branded destination for quality-conscious users, enhancing the platform’s premium and branded shopping experience.

• Pricing: Ensures competitiveness and affordability, enabling the platform to deliver strong value for customers while maintaining marketplace health.

• Content Commerce: Powers content-led discovery through creator ecosystems and inspiration-driven shopping journeys that drive engagement, trust, and conversion.

Together, these verticals identify whitespace opportunities, launch and scale new initiatives, and continuously optimize the user lifecycle through data-backed decisions. Operating in a fast-paced, high-ownership environment, the team combines structured problem-solving with rapid execution to deliver meaningful impact.

If you’re excited about building a brand that millions across Bharat love and return to, this role offers both strategic depth and hands‑on impact.

About the Role

As a Manager – Programs (Branding), you will anchor the branding pods within User Growth. You will own Meesho’s brand strategy end to end: understanding what holds users back and what brings them back, turning those insights into sharp brand briefs, and leading the campaigns that land them across TV, digital and influencers.

This is a hands‑on role for a brand builder, not a documentation role. You will spend time with users first‑hand, shape communication for India’s many consumer cohorts, and lead a team that delivers large, high‑impact campaigns that move user growth and retention.

What you will do

• Consumer Understanding: Interact with users to understand the barriers that stop them from using Meesho and the triggers that bring them back, and synthesize these first‑hand insights into clear, actionable direction.

• Brand Strategy & Briefs: Develop Meesho’s brand strategy and write brand briefs that translate consumer insight into a sharp proposition for creative and media partners.

• Communication Strategy: Define the communication strategy and channel mix across TV and mass media, digital, and influencers.

• Cohort‑Led Messaging: Tailor communication and messaging for distinct user cohorts (South/North, urban/rural, female/male, etc.) so the brand resonates across Bharat.

• Campaign Ownership: Own large‑scale campaigns end to end, from brief to launch to measurement, and track their impact on brand and business metrics.

• Stakeholder Management: Collaborate with Product, Design, Analytics, Marketing, Legal, and external creative, media and influencer agencies to deliver campaigns and secure buy‑in from senior leadership.

• Team Leadership: Lead and develop the branding pod, set priorities, raise the creative and strategic bar, and remove roadblocks to execution.

What you will need

• Education: MBA from a top‑tier institute (IIM, ISB or similar) with a subsequent move into branding, or a specialist branding background (e.g., MICA). Other strong MBA or brand profiles are welcome.

• Experience: 4+ years of hands‑on experience in brand management or consumer marketing, preferably in FMCG or e‑commerce.

• Hands‑on Branding: Prior, direct branding experience is essential, including building brand strategy and briefs yourself.

• First‑hand Consumer Understanding: Demonstrated experience of personally interacting with consumers, synthesizing insights, and translating them into a brand brief or campaign.

• Campaign Ownership: Direct ownership of significant campaigns across TV, digital and/or influencers, with at least one major career highlight and measurable impact.

• Communication: Excellent storytelling, negotiation and communication skills, with the ability to generate buy‑in from senior stakeholders and external partners.

• Leadership: Team management experience and the ability to advocate for user‑driven decisions while thinking critically and executing tactically.

About us

Welcome to Meesho, where every story begins with a spark of inspiration and a dash of entrepreneurial spirit. We’re not just a platform; we’re your partner in turning dreams into realities.

Curious about life at Meesho? Explore our Glassdoor - our people have a lot to say and they've helped us become a loved workplace in India.

Our Mission

Democratising internet commerce for everyone — Meesho (Meri Shop) started with a single idea in mind: to be an e‑commerce destination for Indian consumers and to enable small businesses to succeed online.

We provide our sellers with benefits such as zero commission and affordable shipping solutions in the market. Today, sellers nationwide are growing their businesses by tapping into Meesho’s large and diverse customer base, state‑of‑the‑art tech infrastructure, and pan‑India logistics network through trusted third‑party partners.

Affordable, relatable merchandise that mirrors local markets has helped us connect with internet users and serve customers across urban, semi‑urban, and rural India. Our unique business model and continuous innovation have established us as a part of India’s e‑commerce ecosystem.

Culture and Total Rewards

Our focus is on cultivating a dynamic workplace characterized by high impact and performance excellence. We prioritize a people‑centric culture, dedicated to hiring and developing exceptional talent.

Total rewards at Meesho comprise a comprehensive set of elements — monetary, non‑monetary, tangible, and intangible. Our 9 guiding principles, or “Mantras,” are the backbone of how we operate, influencing everything from recognition and evaluation to growth discussions. Daily rituals and processes like “Problem First Mindset,” “Listen or Die,” our Internal Mobility Program, Talent Reviews, and Continuous Performance Management embody these principles.

We offer competitive compensation — both cash and equity‑based — tailored to job roles, individual experience, and skill, along with employee