Brand Manager

Brand Manager, New Category Launch

Native by Urban Company | Brand Marketing

About Native

Native is Urban Company's home-tech brand. We build products like smart locks and water purifiers that remove everyday friction from Indian homes. We're now entering a new category, and we need someone to build it from zero.

About the Role

We're hiring a Brand Manager to own the brand marketing charter for the new category end-to-end. That covers pre-launch positioning, the launch itself, GTM, and the always-on hygiene marketing that sustains growth after launch.

This isn't a role where you inherit a playbook. You'll write it. You'll decide how Native shows up in a category where it has no history yet, and every touchpoint a consumer meets will carry your fingerprints: the launch film, the Amazon PDP, the creator reviews, the search ad.

We're looking for someone who can build a brand from a blank page and also sweat the details that decide whether a product actually sells.

What You'll Own

Consumer Research & Experience

• Lead consumer and category research (usage and attitudes, purchase barriers and triggers, competitor audits) to shape positioning and communication.
• Map the end-to-end consumer journey, from discovery and purchase to installation and service, and partner with product and CX to close brand-experience gaps.
• Mine reviews, ratings, NPS, and customer feedback to sharpen claims and prioritise fixes.

Positioning & Narrative

• Define the category positioning and messaging, from the hero claim down to feature benefits.
• Partner with product to keep every claim substantiated and compliant.

Launch & GTM

• Own the launch plan: pre-launch seeding, launch moment, and sustain phase.
• Brief and manage agencies on the launch film, key visuals, and campaign assets.

Growth Partnership

• Work with GTM and growth teams on acquisition, retention, and LTV levers, including cross-sell into the Native and UC customer base.
• Build funnel-specific communication so brand and performance messaging work as one system.
• Lead brand efforts for key business moments like sales and festive season.

Hygiene & Always-On

• Own PDPs, A+ content, listing imagery, and review strategy across marketplaces and D2C.
• Run an always-on content engine on Instagram and YouTube.
• Build a creator programme with tight, compliant briefs.

Performance & Insights

• Track brand health metrics (awareness, share of voice) alongside performance metrics (CAC, conversion, ratings).
• Read the funnel with growth and run a fast test-and-learn rhythm.

What We're Looking For

Must-haves

• 24 years in brand marketing at a consumer durables, D2C, or consumer tech brand.
• Hands-on experience with at least one product or category launch.
• Comfort running consumer research and turning insight into action.
• Strong grasp of marketplace hygiene and what makes a PDP convert.
• Experience working with growth or performance teams, with a clear sense of how brand work moves CAC and conversion.
• Experience managing agencies and creators.
• High ownership in ambiguous, multi-stakeholder setups.

Nice-to-haves

• Background in high-consideration categories like appliances or electronics.
• Familiarity with ASCI and BIS compliance.
• Sharp visual and copy instincts.
• Fluency with AI tools.