Senior Manager - Category Marketing

Purplle.com; Mumbai; On-site; INR 1,800,000 - 2,800,000; Full time

Job summary

Purplle.com is seeking a Category Marketing Manager to own end-to-end brand and content marketing for a beauty category. You will shape a distinct voice, translate consumer and product insights into sharp content, and drive category growth through campaigns across social, influencer partnerships, on-platform content, and launches.

The role requires 4-8 years in brand/content marketing, hands-on experience building brand voice and content calendars, and comfort with data to inform creative

Qualifications

• 4-8 years of experience in brand marketing / content marketing, ideally at a D2C brand (beauty, personal care, or a strongly content-led D2C category).
• Demonstrated understanding of content nuance — explain why a specific piece of content worked, not just that it did.
• Hands-on experience building or managing brand voice, content calendars, or campaign concepts.
• Experience working with or managing influencer/creator relationships is a strong plus.
• Comfort working closely with data (engagement metrics, content-driven sales) to inform creative decisions.
• Genuine interest in and knowledge of the beauty & personal care category (Hair / Skin / Makeup).
• For the New Category role: comfort with ambiguity and building a category's content playbook from scratch.

Responsibilities

• Own end-to-end brand marketing and content strategy for your assigned category.
• Develop a distinct content voice and creative POV for the category across social, influencer, on-platform, and campaign content.
• Plan and execute category-specific marketing campaigns and launches in partnership with brand, design, and performance marketing teams.
• Translate category and consumer insights into content themes, messaging, and campaign ideas.
• Build and manage a creator/influencer ecosystem to drive organic content and credibility.
• Partner with Category Management to align marketing calendars with assortment, promotions, and business priorities.
• Track content and campaign performance and iterate based on engagement and sales impact.
• Stay tuned to category trends, new launches, and cultural moments relevant to the audience.

Skills

Brand marketing

Content marketing

Influencer/creator relationships

Data-driven decisions

Beauty category knowledge

Job description

About The Role

We are hiring Category Marketing Manager, owning end-to-end brand and content marketing for a specific beauty category. This role sits at the intersection of category strategy and brand marketing — you will be the voice of your category, translating consumer and product understanding into sharp, culturally-relevant content and campaigns that drive category growth.

This is a content-first role. We are specifically looking for people with a strong sense of content nuance — what makes a hook work, what a category's audience actually responds to, and how to build a distinct brand voice for a category — rather than a purely analytical or operations-first category management background.

Key Responsibilities

• Own end-to-end brand marketing and content strategy for your assigned category.
• Develop a distinct content voice and creative point of view for the category — across social, influencer, on-platform, and campaign content.
• Plan and execute category-specific marketing campaigns and launches, in partnership with brand, design, and performance marketing teams.
• Translate category and consumer insights (trends, whitespace, competitor moves) into content themes, messaging, and campaign ideas.
• Build and manage a strong creator/influencer ecosystem relevant to the category to drive organic content and credibility.
• Partner closely with the Category Management (buy-side) team to align marketing calendars with assortment, promotions, and business priorities.
• Track content and campaign performance (engagement, content-driven GMV, brand lift) and iterate quickly based on what's working.
• Stay closely tuned to category trends, new launches, and cultural moments relevant to your category's audience.

What We're Looking For

• 4-8 years of experience in brand marketing / content marketing, ideally at a D2C brand (beauty, personal care, or a strongly content-led D2C category).
• A demonstrated understanding of content nuance — you should be able to point to work you've done and explain why a specific piece of content worked, not just that it did.
• Hands-on experience building or managing brand voice, content calendars, or campaign concepts — not just briefing external agencies.
• Experience working with or managing influencer/creator relationships is a strong plus.
• Comfort working closely with data (engagement metrics, content-attributed sales) to inform creative decisions, even if not a core analytics background.
• Genuine interest in and knowledge of the beauty & personal care category (Hair / Skin / Makeup specifically, depending on the role).
• For the New Category role: comfort with ambiguity and building a category's content playbook from scratch, since there's no existing template to follow.

Why D2C Brand Marketing Backgrounds Fit Well

We're prioritizing candidates from D2C brand marketing backgrounds over traditional category management or e-commerce operations backgrounds for this specific role. D2C brand marketers tend to have first-hand experience owning a brand's voice, running content end-to-end, and developing the kind of nuanced content instinct this role needs — understanding not just what to say, but how to say it in a way a category's audience actually responds to.

Reporting & Structure

Each Category Marketing Manager will owntheir category independently, with shared support from central design, performance marketing, and influencer/creator operations teams. Close day-to-day collaboration with the Category Management (buy-side) counterpart for the same category is expected.