Senior Brand Manager

Job Title:

Location:

Department:

Reports to:

Experience Required:

About the Role:

This role will shape how India’s most loved gifting brand shows up—visually, emotionally, experientially—across every touchpoint: from national campaigns and partnerships to physical retail and digital journeys.

creativity, consumer insight, and cultural relevance

Key Responsibilities:

Brand Strategy & Positioning

• Own the evolution of the FNP brand identity including design language, tone of voice, and category-wise positioning
• Lead

  brand tracking and performance metrics

  including awareness, NPS, consideration, and sentiment
• Use consumer, cultural, and competitive insights to shape future-facing brand strategies

Campaigns, Content & Storytelling

• Drive creative development and execution of brand campaigns, short films, and occasion-led narratives
• Develop and manage the

  master gifting and moment marketing calendar

  , owning storytelling across all key spikes (Valentine’s, Rakhi, Mother’s Day, Diwali, etc.)
• Ensure a consistent and emotionally resonant narrative across ATL, BTL, digital, and retail

Design & Brand Experience

• Oversee visual branding, product photoshoots, packaging and omnichannel creative output
• Collaborate with UI/UX, tech, and category teams to ensure

  brand-aligned product and web experiences

• Ensure brand visibility and memorability across

  flagship stores, pop-ups, and experiential spaces

Customer Advocacy & Reviews

• Lead the strategy to activate

  customer testimonials, social proof, and user stories

  across platforms
• Integrate customer advocacy into campaigns, social, and retail touchpoints

Employer Branding & Internal Campaigns

• Partner with HR and leadership teams to shape and activate a compelling

  employer brand narrative

• Design internal campaigns that drive employee pride, engagement, and alignment with the brand purpose

Media, PR & Partnerships

• Lead

  media planning, budgeting, and agency partnerships

  for impactful brand visibility
• Own proactive

  PR and reputation storytelling

  —working with agency teams to shape the brand narrative in press and thought leadership platforms
• Identify strategic

  co-branding and influencer partnerships

  that elevate brand equity

Retail & Hyperlocal Marketing

• Create high-impact hyperlocal campaigns tailored for cities, pin codes, and physical retail clusters
• Align with merchandising and ops to execute VM and in-store branding playbooks

Cultural Relevance & Competitive Intelligence

• Track emerging consumer and cultural shifts to shape relevant narratives
• Build a system for continuous

  category benchmarking and brand foresight

Visual Discovery & Brand Searchability

• Champion

  visual discovery optimization

  —ensuring that FNP products and storytelling assets are discoverable and distinctive across Pinterest, Google Images, and visual platforms

Cross-functional Collaboration

• Collaborate with content, social, performance, and category teams to deliver brand-aligned campaigns
• Partner with data and insights teams to quantify impact and refine narratives

What We’re Looking For:

• Proven experience building and scaling digital-first brands through integrated marketing
• Deep understanding of consumer psychology, digital behavior, and occasion-led marketing
• Strong storytelling instinct, visual eye, and a passion for experiences over just products
• Experience in managing design, media, PR, and creative agency partners
• Ability to thrive in a fast-paced, high-ownership culture with cross-functional collaboration

Preferred Qualifications:

• MBA in Marketing / Mass Communication or equivalent from a reputed institution
• Experience ideally with E-com, D2C, lifestyle, FMCG, or experience-led brands
• A portfolio of brand campaigns, films, and partnerships that drove business and love