Brand Lead

Job Description

Role Overview: As the Brand Lead, you will own and drive the end-to-end brand strategy for Third Wave Coffee. You will ensure consistent brand positioning across all customer touchpoints, lead high-impact marketing campaigns, and build emotional connections with our growing community of coffee lovers. Key Responsibilities: • Brand Strategy & Positioning o Define and evolve the brand’s positioning in line with the company’s mission, values, and target audience. o Develop annual and quarterly brand plans with clearly defined objectives, strategies, and success metrics. • Campaign Management o Lead the conceptualization, planning, and execution of 360° marketing campaigns (digital, ATL, BTL, in-store). o Collaborate with creative, media, and PR agencies to deliver impactful storytelling. • Content & Communication o Oversee brand tone, visual identity, and messaging across platforms (social media, website, packaging, etc.). o Ensure alignment across all internal and external communications. • Consumer Insights & Brand Health o Leverage market and consumer insights to refine brand strategies. o Monitor brand performance and health metrics using data tools and customer feedback. • Cross-functional Leadership o Collaborate with product, retail, design, and operations teams to create unified brand experiences. o Be the brand custodian across store formats, merchandise, digital presence, and partnerships. • Influencer, PR & Community Building o Build and nurture brand ambassadors, influencer networks, and media relationships. o Drive initiatives that grow the Third Wave Coffee community both online and offline. Requirements: •9+ years of experience in brand marketing or brand management, preferably in FMCG, F&B, or lifestyle brands. •Proven success in building and scaling consumer brands in India. •Strong creative sensibility and understanding of youth-centric, digital-first communication. •Excellent communication, storytelling, and stakeholder management skills. •Analytical and data-driven decision-making abilities.