Chief Marketing Officer

Role Overview

The CMO will own the end-to-end brand and marketing agenda, driving brand positioning, consumer reach, content, campaigns, innovation, and brand love. Build a strong, differentiated, consumer-first brand across digital, influencer, and offline channels, with a sharp focus on measurable impact. Partner closely with Performance, NPD, and Revenue teams to translate consumer insights into impactful marketing initiatives and deliver sustainable business growth.

Key Responsibilities:

Brand & Marketing Ownership: Own the end-to-end brand and marketing agenda, from brand strategy, positioning, communication, content, campaigns, and innovation to consumer engagement and brand building focussing on all the elements listing below;

1. Brand Positioning Define and strengthen the brands positioning and differentiation.
2. Brand Name Change Lead brand name transition and associated communication.

YouTube Content Engine Build and scale a consistent, engaging YouTube content ecosystem.

1. Instagram / Facebook Content Engine Drive content strategy and engagement across social platforms.
2. New Product Launches Lead brand strategy and communication for new product launches.
3. Campaigns Conceptualize and execute impactful integrated brand campaigns.

• Festive / Event Planning Own festive, cultural, and event-led brand initiatives.
• Influencer Marketing Build influencer strategy in collaboration with performance team/ influencers and communications teams.

1. Competition Mapping Track competitors, market trends, positioning, and emerging opportunities.
2. Measuring Brand Love Track and strengthen consumer affinity through ratings, reviews, comments, social sentiment, engagement, and consumer feedback.
3. Brand Love & Consumer Sentiment Measure and improve brand affinity through ratings, reviews, comments, and consumer feedback.

• New Brand Incubation Identify opportunities and drive the development of new brands.
• GT Activations Drive on-ground and general trade activations to strengthen consumer reach and engagement.
• Design Own creative and design direction across brand and consumer touchpoints.

1. Business & Revenue Alignment Partner with sales and business teams to understand revenue objectives, unlock new growth pockets, and expand consumer reach.

• Consumer Research & Insights Develop a deep understanding of the target audience (TG) by through consumer research, market immersion, and spending time with consumers to identify needs, behaviours, and emerging trends

Key Performance Indicators (KPIS):

Reach & Awareness

• Drive reach of 36 Cr new consumers annually through an efficient channel mix, with a focus on Meta and YouTube.
• To Build a strong top-of-funnel content engine using a mix of celebrities, influencers, and UGC, targeting 2-3 Cr incremental reach per month at a minimum frequency of 7x, while continuously improving reach efficiency and media ROI.

Brand Love & Consumer Experience

• Build consumer affinity and strengthen the overall customer experience across the journeyfrom discovery and conversion to post-purchase.
• Identify gaps through consumer insights, reviews, ratings, CSAT, and organic search trends, and drive initiatives that improve Organic Search Volume and Customer CSAT.

Building Good Practices & SOPs for Campaigns:

• Develop good practices & SOPS like quarterly budgets, media spends before making a film / campaign, weekly meeting, monthly meeting with performance team , NPD and revenue team

Desired Candidate Profile

• 1215 years of experience across D2C, skincare, beauty, personal care or FMCG, with strong exposure to consumer-led innovation and product launches.
• Strong understanding of D2C, digital acquisition, omnichannel growth and customer lifecycle management.
• Entrepreneurial, data-driven and hands-on, with the ability to thrive in a high-growth, promoter-led environment and take end-to-end ownership.
• A hands-on roll-up-your-sleeves leader, rather than a purely strategic or corporate marketing professional