Head of Brand & Marketing

Job Summary

The Head of Brand & Marketing leads the strategic and creative direction of the brand, ensuring a cohesive identity, premium positioning, and impactful customer engagement across all touchpoints. Reporting to the Founder & CEO, this role partners closely with heads of Product & Innovation, Retail & Restaurants, Sales, E-commerce, and Finance to drive brand growth, pricing strategy, packaging, retail spaces, campaigns, collaborations, and public relations. The role manages a budget of approximately ₹3.9 crore annually, including PR, and operates primarily in Delhi NCR or Hyderabad with regular presence in Hyderabad.

Responsibilities

• Brand World Ownership: Define and maintain brand identity, voice, taste level, and usage guidelines; provide creative direction for each season and customer-facing space; approve all customer-facing materials.
• Pricing and Positioning: Lead all pricing decisions based on market benchmarks, competitive analysis, and positioning strategies; collaborate with Finance for costing and Product for input; manage price architecture across collections and channels.
• Packaging and Gift Collections: Oversee concept development to print-ready artwork; collaborate with Product on recipe, format, and design; ensure dielines and costing are finalized before design approval.
• Creative Direction for Spaces: Guide creative aspects of stores, Beverage Bars, and the Karkhana in partnership with architects and Retail; manage calendar for launches, workshops, tours, and events.
• Collections, Campaigns, and Content: Lead end-to-end management of key campaigns (e.g., Diwali, Holiday, Rakhi, Valentine’s); oversee shoots, films, content calendar, asset library, and creative briefs for e-commerce and quick commerce.
• Collaborations: Manage partnerships that extend the craft story; ensure terms are formalized before production; enforce inbound request policies.
• Public Relations: Act as single point of contact for PR consultants; develop messaging and assets for releases; establish spokesperson guidelines; track media coverage.
• Studio and Agency Management: Conduct weekly creative reviews; provide clear, executable briefs; manage hiring within approved headcount.
• Planning and Measurement: Oversee annual marketing calendar with freeze dates and social media calendar; contribute to annual operating plan and sales projections; maintain live spend sheet with Finance; monitor monthly scorecard, ROI per campaign, and price realization against positioning.

Qualifications

• 12 to 18 years of experience in creative and brand roles.
• Minimum 4 years leading creative teams for design-led consumer brands such as luxury, gourmet food, hospitality, fashion, home, or craft sectors, or studios serving these brands.
• Proven portfolio demonstrating direction across packaging, retail space, campaigns, and films.
• Experience leading both in-house teams and external agencies.
• Strong knowledge of print and packaging production processes.
• Experience managing budgets and setting premium price points based on brand positioning rather than cost.
• Skilled in building briefs, trackers, calendars with freeze dates, and spend sheets.
• Ability to collaborate effectively as a peer with product and retail leadership.

Preferred Skills

• Familiarity with Indian artisans and craft clusters.
• Experience with premium chocolate, coffee, patisserie, tea, or fragrance brands internationally.
• Exposure to multi-city store launches.
• Experience in direct-to-consumer (D2C) and quick-commerce creative strategies.

Experience

• 12 to 18 years in creative and brand leadership roles.
• At least 4 years leading creative functions for design-led consumer brands or studios.

Environment

• Work location is Delhi NCR or Hyderabad, with regular presence required in Hyderabad.
• Collaborative work environment partnering with multiple department heads.
• Role involves managing both in-house teams and external agencies.