Brand Manager - Tea & Beverages

Role Overview:

We are looking for an experienced Brand Manager to lead the growth and development of our brand across the Tea & Beverage portfolio. The role will be responsible for shaping brand strategy, understanding consumers, driving integrated marketing campaigns, supporting new product launches and building meaningful consumer engagement.

Key Responsibilities:

1. Brand Strategy & Growth:

• Develop and execute the annual brand strategy and marketing calendar across Tea & Beverage categories.
• Identify opportunities to strengthen brand positioning, relevance and differentiation.
• Track brand health, category trends, competition and consumer behaviour to identify growth opportunities.
• Translate brand objectives into clear marketing initiatives and business outcomes.

2. Consumer Insights & Market Understanding:

• Develop a strong understanding of target consumers, their needs, preferences and purchase behaviour.
• Conduct consumer, category and competitor analysis to inform brand and campaign decisions.
• Use consumer insights to identify opportunities for product, communication and customer experience improvements.
• Monitor emerging trends across Tea, Beverages, FMCG, F&B and D2C.

3. Integrated Campaigns & Brand Communication:

• Lead 360 degree brand campaigns across digital, social, retail, D2C and other relevant consumer touchpoints.
• Develop campaign briefs, communication strategies and creative direction in collaboration with internal teams/agencies.
• Ensure consistency of brand positioning, tone of voice and visual identity across channels.
• Measure campaign effectiveness and optimise initiatives based on performance.

4. New Product Development & Launches:

• Partner with Product and cross-functional teams on NPD and product extensions.
• Develop go-to-market strategies and launch plans for new products.
• Define target consumers, product positioning, key messaging and launch communication.
• Track post-launch performance and identify opportunities for optimisation.

5. D2C, Consumer Acquisition & Retention:

• Work closely with the D2C team to drive customer acquisition, engagement and retention.
• Identify opportunities across the consumer journey to improve conversion and repeat purchase.
• Leverage digital, CRM, social and content initiatives to strengthen consumer relationships.
• Use customer and campaign data to improve marketing effectiveness.

6. Cross-functional Collaboration:

• Work closely with D2C, Sales, Product, Design, E-commerce and Operations teams to ensure seamless execution of brand initiatives.
• Coordinate with external agencies, creative partners and other marketing vendors where required.
• Act as the central brand custodian across functions and ensure alignment with overall business objectives.

7. Marketing ROI & Performance:

• Define KPIs for campaigns and brand initiatives and track performance against objectives.
• Analyse marketing spends, campaign effectiveness and ROI.
• Translate marketing data into actionable recommendations for future campaigns.
• Prepare regular brand and campaign performance reports for management.

Key Focus Areas:

• Brand Growth & Positioning
• Consumer Insights
• Integrated Campaigns
• New Product Development & Launches
• Consumer Acquisition & Retention
• Brand Communication
• Digital & D2C Marketing
• Marketing ROI & Performance

Candidate Profile:

• 5 - 8 years of relevant experience in FMCG, F&B, D2C, consumer brands or related categories.
• Strong experience in brand management and integrated marketing, rather than purely execution-focused marketing.
• Demonstrated experience in managing campaigns from strategy - execution - performance measurement.
• Exposure to NPD, product launches and go-to-market strategy.
• Strong understanding of digital, social media and D2C ecosystems.
• Good consumer and market understanding with the ability to translate insights into action.
• Strong commercial acumen and understanding of marketing metrics/ROI.
• Excellent stakeholder management and cross-functional collaboration skills.
• Strong communication, analytical and project management skills.

Must have:

• 5 - 8 yrs brand management
• FMCG / F&B / D2C / consumer brand experience
• Campaign ownership
• NPD / product launch experience
• Consumer insights
• Digital + D2C exposure
• Marketing analytics / ROI

Good to have:

• Tea / coffee / beverages experience
• Premium/luxury consumer brands
• E-commerce experience
• Agency management
• Experience managing sizeable marketing budgets