DGM Brand Marketing (Private Label)

Role Overview:

The DGM – Brand Marketing (Private Label) is responsible for leading the marketing strategy and execution for Cromas Own Label product portfolio. This role focuses on strengthening brand identity, driving product-specific campaigns, and enhancing customer adoption and recall. It involves end-to-end ownership of brand planning, GTM, creative asset development, and execution across all retail and digital platforms.

Key Responsibilities:

Brand Strategy and Portfolio Planning

• Develop brand architecture, marketing plans, and positioning strategies for all Own Label offerings.
• Create and drive the annual marketing calendar aligned with product launch cycles and business targets.
• Leverage consumer insights and internal business goals to build differentiated propositions for each brand.
• Partner with Own Label business teams to align brand narratives with product strategy and pricing.
• Track and report brand equity, awareness, and adoption KPIs.

GTM and Campaign Management

• Lead go-to-market planning for new product launches including launch kits, store readiness, and ATL/BTL communication.
• Supervise execution across formats including store collaterals, digital banners, and onboarding content.
• Collaborate with GTM, product, and digital team members for campaign timelines and execution excellence.
• Ensure all launch activities follow brand guidelines and deliver a compelling customer experience.
• Integrate marketing touchpoints across retail stores and digital assets to maximize impact.

Creative Asset Development and Content Oversight

• Drive packaging design, messaging, and visual branding of Own Label SKUs in partnership with the product and creative teams.
• Collaborate with Art Directors, Copywriters, and Creative Leads to maintain a consistent tone of voice.
• Ensure nomenclature, product storytelling, and creative concepts are aligned with positioning.
• Review and approve final campaign assets across platforms before launch.

Cross-Functional Collaboration

• Coordinate with Catchment, Media, and Brand Solutions teams for amplification and visibility.
• Work with Store Operations and Visual Merchandising for in-store expression of Own Label campaigns.
• Partner with Buying, and Business teams for alignment on commercial objectives.
• Support internal training teams with branding inputs for frontline enablement and new product education.
• Serve as the brand marketing voice in Own Label strategy reviews.

Team Development and Governance

• Lead a team of Brand Managers and functional team members across Product, Digital, and GTM roles.
• Set individual KPIs and team objectives aligned to campaign performance and adoption metrics.
• Build capability in packaging design, product positioning, and innovation storytelling.
• Foster collaboration, feedback culture, and structured reviews across the sub-teams.
• Maintain compliance with Croma brand guidelines and campaign rollout governance.