Sid's Farm - Senior Brand Manager - Milk, Curd & Ghee

About the Role:

Role: Senior Brand Manager - Milk, Curd & Ghee

Function: Branding & Content (Marketing)

Reports to: Head of Marketing

Team Managed: Brand Executive(s) / Associate Brand Manager (as team scales); works closely with Content, Design and Performance Marketing pods

Category Scope: Milk, Curd and Ghee - Sid's Farm's core dairy portfolio

Location: Hyderabad (HQ) - with periodic travel to Bengaluru, Pune and other city markets

Job Summary:

Sid's Farm is scaling its core dairy portfolio - Milk, Curd and Ghee - across existing and new city markets. The Senior Brand Manager will own the brand, pricing and proposition agenda for this portfolio: building distinctive, salient brands consumers trust, architecting a pricing and pack strategy that protects margin while winning at the shelf, and translating category and consumer insight into propositions and promotions that drive trial, repeat and value share. This is a build role - the successful candidate will operate with significant ownership, working closely with the Head of Branding & Content, Performance Marketing, Innovation & NPD, and Sales/CGO.

Key Responsibilities:

1. Brand Strategy & Growth:

• Own the brand strategy, positioning and communication architecture for Milk, Curd and Ghee - individually and as a portfolio.
• Build brand salience, distinctiveness and consumer narrative across ATL, digital and in-store touchpoints.
• Set and track brand health metrics - Top-of-Mind & Spontaneous Awareness, Brand Sentiment, Consideration - and course-correct the plan against them.
• Develop and defend the annual brand plan: objectives, budget allocation across categories, and the calendar of brand-building and sales-driving activity.

2. Pricing Strategy & Pack-Price Architecture:

• Design and continuously refine the pack-price architecture (PPA) across Milk, Curd and Ghee - pack sizes, price points and price-per-litre/kg ladders across channels (general trade, modern trade, quick-commerce, D2C).
• Build the pricing strategy for the portfolio - including entry, mainline and premium price points - balancing volume, margin, and competitive positioning against regional and national dairy players.
• Run regular price-value and competitive benchmarking; recommend price revisions with clear P&L and elasticity rationale.
• Partner with Finance and Supply Chain on cost-to-serve and margin implications of every pack-price decision.

3. Proposition Building:

• Translate consumer, category and occasion insight into sharp, differentiated propositions for existing SKUs and new formats.
• Lead proposition development for renovations and line extensions in partnership with the Innovation & NPD function - from consumer brief through concept testing to launch.
• Own claims, packaging communication and messaging hierarchy for the portfolio, ensuring consistency from pack to campaign.

4. Promotion Strategy & Campaign Execution:

• Build the always-on and campaign-led promotion strategy across ATL, digital, trade and D2C/quick-commerce - in partnership with Performance Marketing and Branding & Content.
• Define trade and consumer promotion mechanics (price-offs, bundling, sampling briefs) and brief them to BTL & City Marketing (Sales/CGO) for on-ground execution.
• Conceptualise and steer ATL/digital campaigns end-to-end - brief, creative approval, media plan sign-off and post-campaign readback.
• Own the promotion calendar and ROI - balancing brand-building spend against short-term sales activation.

5. Category & Portfolio Management:

• Act as the business owner for Milk, Curd and Ghee - tracking volume, value, market share and category growth against plan.
• Prioritise investment and innovation focus across the three categories based on market size, margin and growth potential.
• Monitor category trends (health, protein, regional preferences) and translate them into portfolio and NPD recommendations.

6. Cross-functional Leadership:

• Partner with Innovation & NPD on the Stage-Gate process - providing the consumer and pricing lens on every new launch, format and city rollout.
• Brief BTL & City Marketing / Sales-CGO on campaign context, promotion mechanics and city-level activation priorities; ensure clean handoff between brand strategy and ground execution.
• Work with Performance Marketing to ensure paid, owned and earned activity reflects the brand and pricing strategy.
• Represent Marketing in cross-functional forums with R&D, Operations and Supply Chain on cost, availability and launch readiness.

What Success Looks Like (KPIs):

• Category volume, value share and revenue growth - Milk, Curd, Ghee
• Top-of-Mind & Spontaneous Awareness, Brand Sentiment Score
• Price realisation and gross margin vs. plan, by pack and channel
• Innovation revenue % and time-to-launch for new SKUs within the portfolio
• Promotion ROI - incremental volume/trial per rupee of promotion spend

What We're Looking For:

Experience:

• 5+ years of overall marketing/brand experience, including a minimum of 3+ years specifically in brand management, with meaningful ownership of pricing/RGM (Revenue Growth Management) and pack architecture.
• Dairy, F&B, FMCG or D2C category experience strongly preferred; direct exposure to milk, curd, ghee or adjacent perishable categories is a plus.
• Track record of running a P&L-linked brand or category, not just a communications mandate.

Skills & Attributes:

• Strong quantitative grounding - comfortable building pack-price ladders, elasticity and promotion ROI models.
• Sharp consumer and category instinct, translated into propositions that are genuinely differentiated at the shelf.
• Proven ability to brief and manage agencies (creative, media) and cross-functional stakeholders (Sales, R&D, Ops, Supply Chain, Finance).
• Comfortable operating in a fast-scaling, build-from-scratch environment with high ownership and limited hand-holding.

Reporting & Team Context:

• This role reports directly to the Head of Marketing and sits within the Branding & Content charter, alongside Performance Marketing, Innovation & NPD and Retention & CRM. The Senior Brand Manager works in close partnership with the Innovation Manager on new launches, with Performance Marketing on always-on and campaign amplification, and briefs BTL & City Marketing (under Sales/CGO) for on-ground activation - ensuring brand strategy translates cleanly into market execution across every city.