Brand Manager

Brand Manager – Writing Instruments (FMCG)

Location:

Reports To:

Department:

Role Overview:

Brand Manager

Key Responsibilities:

1. Brand Strategy & Building

• Develop, refine, and implement brand strategies to build strong brand equity across consumer and institutional segments.
• Define clear positioning for different writing instrument sub-brands (e.g., premium pens, student-friendly markers, office supplies).

2. Marketing Communication & Promotion

• Lead end-to-end development of ATL and BTL campaigns including print, digital, retail, in-store, and event-based activations. The Communication team is responsible for implementation.
• Collaborate with creative and media agencies to deliver impactful marketing messages tailored to target demographics (students, professionals, etc.).

3. New Product Development (NPD) & Launch

• Drive innovation in writing instruments by identifying consumer needs and leading the development of new SKUs.
• Oversee the product lifecycle from concept to commercialization including packaging design, pricing strategy, and launch planning.

4. Market Research & Consumer Insights

• Conduct market surveys and gather consumer insights to inform product development and promotional planning.
• Analyze user preferences, purchasing behavior, and feedback to fine-tune offerings and messaging.

5. Competitor Analysis & Market Intelligence

• Monitor and evaluate competitor products, marketing activities, and pricing trends to identify threats and opportunities.
• Maintain a pulse on trends in education, office supplies, and lifestyle categories influencing writing tools.

6. Performance Tracking & Reporting

• Monitor campaign performance and product KPIs; analyze ROI and generate reports on brand health metrics, category growth, and sales trends.

7. Cross-functional Collaboration

• Work closely with R&D, Packaging, Sales, Supply Chain, and Finance to ensure alignment and seamless execution of brand initiatives.

Key Requirements:

• Bachelor’s degree in Marketing, Business, or related field

  (MBA preferred).

• 8–12 years

  of relevant experience in

  FMCG brand management

  , preferably in writing instruments, stationery, or adjacent categories.
• Strong understanding of

  consumer marketing, product development

  , and

  FMCG channel dynamics

  .
• Excellent analytical, communication, and project management skills.
• Creative mindset with commercial acumen and a passion for branding.
• Proficiency in tools like MS Excel, PowerPoint, and familiarity with market research tools.

What We Offer:

• Opportunity to lead and shape category growth in a dynamic FMCG environment.
• A collaborative culture with a focus on innovation and brand excellence.
• Exposure to diverse markets and cross-functional leadership.