Brand Manager

Role Overview

Brand Manager

nutrition & wellness industry

Key Responsibilities

1. Brand Strategy & Growth

Develop and execute the brand's positioning, identity, tone, and communication strategy.

Create 360 brand campaigns that unify content, performance, influencer, PR, and social media.

Work closely with Product, NPD, Operations, and Founders to align messaging and GTM plans.

Conduct competitive research and market benchmarking for strong brand differentiation.

2. Performance Marketing (Active Ownership)

Plan, execute, and optimise paid campaigns across Meta, Google, YouTube, and other ad platforms.

Work with in-house teams or agencies to scale ROAS, CAC, retention, and revenue.

Create data-backed strategies for remarketing, funnel optimisation, landing page performance, and conversion testing.

Own campaign analytics, monthly dashboards, and performance reviews.

3. PR & Communications

Build and manage brand visibility through PR articles, media publications, interviews, and brand stories.

Coordinate with PR partners/agencies to pitch narratives aligned with brand values.

Ensure consistent messaging across press, product launches, and corporate communication.

4. Influencer & Affiliate Marketing

Identify, onboard, and manage influencers, creators, communities, and affiliates.

Create influencer strategy for UGC, campaigns, product seeding, and collaborations.

Track influencer performance, ROI, deliverables, product usage, and content timelines.

Build strong relationships with creators for long-term partnerships.

5. Social Media Strategy & Execution

Lead strategy for Instagram, YouTube, Twitter (X), LinkedIn, Facebook, Pinterest, and emerging platforms.

Create monthly content calendars, campaign plans, and storytelling frameworks.

Work with designers, video editors, and agencies to create high-quality content (static, video, reels, product explainers).

Monitor page insights, follower growth, engagement rates, and campaign performance.

Ensure consistent brand voice across all platforms.

6. Content & Creative Direction

Oversee creative direction for campaigns, product launches, packaging copy, and landing pages.

Write or review scripts, captions, ads copy, and storytelling content.

Ensure all communication is aligned with the brand's science-led narrative in nutrition & wellness.

7. Cross-Functional Collaboration

Work with Performance, Sales, Product, NPD, Supply Chain, and Customer Experience teams.

Align launch campaigns with product availability and operational readiness.

Ensure brand consistency across e-commerce, offline, packaging, and all consumer touchpoints.

Key Skills & Competencies

Strong experience in brand strategy, digital marketing, and performance campaigns.

Hands-on knowledge of Meta Ads, Google Ads, influencer platforms, and CRM tools.

Creative thinking + analytical mindset.

Strong understanding of nutrition, wellness, supplements, or FMCG categories.

Excellent communication, content sense, and storytelling ability.

Ability to manage agencies, creators, designers, and vendors.

Strong project management and multitasking skills.

Qualifications

Bachelor's or Master's degree in Marketing, Business, Communication, or related field.

48 years of experience in Brand Marketing or Digital Marketing.

nutrition, wellness, FMCG, beauty, or D2C