Brand Manager – Chaichun

About Chaichun

Chaichun is a premium tea brand offering a wide range of blends across retail stores, e-commerce, and marketplaces. We’re on a mission to make high-quality tea exciting, accessible, and a daily ritual for modern consumers.

Role Overview

The Brand Manager will own Chaichun’s brand strategy and marketing execution across online and offline channels. You’ll drive awareness, consideration, and loyalty, while partnering with Product, Retail, E-commerce, and Sales to deliver growth.

Location: Siliguri
Department: Marketing
Reports to: Head of Marketing / CMO

Key Responsibilities

Strategy & Planning

• Define annual brand strategy, positioning, and go-to-market (AOP, calendar, budgets).
• Build consumer personas and occasions (morning ritual, gifting, wellness) to guide campaigns and innovation.
• Own brand architecture, tone of voice, and visual identity across all touchpoints.

Campaigns (ATL/BTL/Digital)

• Plan and execute integrated campaigns across digital (Meta/Google/YouTube), influencers, PR, OOH, retail, and events.
• Lead seasonal launches (festive/gifting, winters, monsoon specials) and tentpole moments (Independence Day, Diwali, New Year).
• Create and deploy POSM/VM for stores & franchises; ensure planogram and window refreshes.

Content, Social & Community

• Oversee content strategy for Instagram, YouTube, LinkedIn, and blog; maintain a consistent storytelling cadence.
• Build influencer/creator programs; manage seeding, briefs, and EMV tracking.
• Lead CRM/loyalty communications (email/SMS/WhatsApp) to increase repeat purchase and LTV.

E-commerce & Performance

• Partner with the Growth team on performance marketing; align brand and conversion goals (ROAS, CAC/LTV).
• Optimize marketplace presence (Amazon/Flipkart/etc.): storefronts, A+ content, ratings & reviews.
• Own brand search/SEO strategy and onsite merchandising with the e-commerce team.

Product, Packaging & NPD

• Collaborate on new blends, limited editions, and gift boxes based on consumer insights.
• Drive packaging design, claims, and compliance; maintain brand consistency and sustainability cues.

Insights & Measurement

• Commission and interpret consumer research (U&A, concept tests, post-campaign studies).
• Track brand health metrics (awareness, SOV, consideration, NPS) and translate into action.

Partners & Governance

• Manage creative, media, research, and PR agencies; write sharp briefs and evaluate work.
• Own the marketing budget; ensure on-time, on-brand, and on-budget delivery.
• Ensure legal/compliance for claims, trademarks, and licensing.

Key Performance Indicators (KPIs)

• Brand awareness & consideration growth (quarterly brand tracks)
• Share of voice vs. key tea competitors
• Campaign effectiveness: reach, engagement, ROAS, CAC/LTV
• Organic growth: branded search, social followers, email list growth, repeat rate
• Retail impact: footfall uplift, same-store sales from campaigns, POS compliance score
• NPD success: on-time launches, % revenue from new products, sell-through velocity
• PR/influencer: quality coverage, EMV, sentiment
• NPS and ratings/reviews (≥4.5 average on key SKUs/marketplaces)

Qualifications

• MBA/PGDM in Marketing preferred; Bachelor’s degree required.
• 5–9 years of brand management experience in FMCG/retail/F&B/D2C (tea/beverage experience is a plus).
• Proven track record launching integrated campaigns and managing agencies.
• Strong grasp of digital + performance marketing and brand storytelling.

Skills

• Strategic thinking with a creator’s eye and a trader’s discipline.
• Excellent brief writing, copy sense, and design judgment.
• Data-driven: comfortable with GA4, Ads Managers, CRM metrics, and Excel/Sheets.
• Hands-on with content workflows; familiarity with Canva/Adobe is a plus.
• Stakeholder management across Retail Ops, Supply Chain, and Finance.

Tools You’ll Use

• GA4, Google Ads, Meta Ads, YouTube Studio
• Email/SMS/WhatsApp automation (e.g., Mailchimp/Klaviyo/Msg91)
• Social publishing & listening tools (e.g., Creator Studio, Hootsuite)
• Project management (Asana/Jira/Trello) and BI dashboards

Job Type: Full-time

Benefits:

• Leave encashment

Work Location: In person