Global Senior Digital Brand Manager

Job Title: Global Senior Digital Brand Manager

Office Location: Vashi, Navi Mumbai

Experience: 6–10 or above years

Industry: Derma, Skincare, Beauty, Wellness, or D2C Consumer Brands

(Market : Domestic & International markets)

Job Summary

We are looking for a highly strategic, creatively driven Global Senior Digital Brand Manager with a deep understanding of building digital-first skincare or wellness brands. This role is responsible for owning and evolving the brand’s voice across D2C, marketplaces, social media, content, website, community, digital PR, influencer partnerships, and creative development. The ideal candidate should bring global and India-specific experience in branding, production, and digital storytelling and should be able to drive consistent and scalable brand experiences across all digital consumer touchpoints.

Key Responsibilities

1. Brand Strategy & Positioning

- Own the brand positioning, value proposition, and messaging framework across all touchpoints - Define and evolve the brand’s purpose, pillars, value proposition, tone of voice, and visual identity across regions - Craft positioning for different product categories under one cohesive master brand - Build emotionally resonant storytelling around ingredients, efficacy, and lifestyle - Translate dermatology/science-led propositions into consumer-friendly communication - Define annual and quarterly brand plans aligned to business goals - Ensure consistency of brand tone, look & feel across digital, offline, and marketplace assets

2. Brand Communication & Briefing

- Own brand brief creation: ensure all creative teams and agencies have clear mandates on target audience, platforms, tone, and desired outcome - Draft compelling communication guidelines for ATL/BTL, digital, influencer, and partner usage - Standardize messaging across website, ad creatives, PR, packaging, and videos

3. Creative Direction & Brand Shoots

- Lead ideation, production, and post-production of high-impact brand shoots and campaigns (image + video) - Oversee styling, casting, shoot budgeting, and location selection for brand and product shoots - Collaborate with stylists, photographers, and editors to uphold global visual standards

4. Content, Social & Influencer Marketing

- Identify, onboard, and manage relationships with A-list celebrities, creators, and influencers - Drive end-to-end planning for celebrity/digital media campaigns – from briefing to asset rollout and media amplification

Drive content strategy across:

- Social media - Website (PDPs, blogs, education pages) - Ads & short-form video & others

Lead influencer strategy:

- Dermatologists / skin experts - Creators & KOLs - UGC programs - Ensure influencer content aligns with brand claims, compliance, and storytelling - Track content performance beyond vanity metrics (saves, CTR, assisted conversions) - Maintain strong connects with leading influencer agents and digital talent managers

5. Product & Launch Marketing

- Partner with Product, R&D, and Regulatory teams on: - Product narratives - Claims communication - Launch toolkits - Own GTM (Go-To-Market) plans: - Launch calendar - Creative & content rollout - Sampling & PR strategy - Develop strong PDP storytelling (ingredients, benefits, routines)

6. Consumer Insights & Brand Health

- Track and improve: - Brand awareness - Consideration & trust - NPS & reviews - Use data from: - Social listening - CRM insights - Marketplace reviews - Convert insights into actionable brand and content strategies

7. Digital PR & Editorial Visibility

- Build strong media and editor relations across beauty, skincare, and health publications - Drive earned media through thought leadership, expert interviews, founder stories, product PR - Partner with PR firms for coverage across India, GCC, and other priority markets - Leverage awards, partnerships, and cause-led campaigns for deeper brand affinity

8. Agency & Production House Management

- Manage multiple creative, influencer, ORM, and social media agencies across countries - Evaluate and onboard top-tier production houses and post-production teams - Own agency performance, SOWs, review cadences, and cost-efficiency metrics

9. Content & Community Leadership

- Own content strategy across platforms (Instagram, YouTube, LinkedIn, Meta, Blogs) - Plan and publish engaging content formats: founder-led videos, education-led reels, expert content, BTS shoots - Scale community initiatives like loyalty programs, private groups, UGC campaigns, expert AMAs

10. Digital Touchpoints & Experience Consistency

- Ensure consistent brand representation across D2C site, marketplaces, quick commerce, packaging, CRM, and customer support - Own homepage, banners, blog editorial, packaging storytelling, and unboxing experience - Collaborate with design, product, CRM, and customer support to embed brand tone across journeys

Cross-Functional Leadership

- Work closely with: - Performance Marketing - CRM & Lifecycle - E-commerce & Marketplace teams - Supply Chain & Ops (launch readiness) - Brief and manage: - Creative agencies - Media agencies - Influencer partners - Mentor team

11. Global Brand Localization

- Adapt core brand messaging to regional languages, cultures, and consumer nuances - Work closely with regional distributors or partners to roll out market-specific creatives - Ensure brand cohesion across borders through global toolkits and approval processes

Must-Have Experience & Skills

- 6–11 years in digital brand, content, or communication strategy - Strong understanding of: - Social media & influencer marketing - Content-led growth - Marketplace brand management - Proven experience building and scaling a skincare / wellness / derma brand in India and international markets - Proven ability to translate science or functional benefits into storytelling - Deep understanding of digital consumer behaviour, lifestyle branding, and omni-channel storytelling - Strong connections with influencer agencies, digital media houses, celebrity managers, and production partners - Experience managing full-funnel brand campaigns, PR, and shoot execution - Fluency in tools like Meta Suite, Canva, Sprinklr, Meltwater, Figma, and Adobe Creative Cloud - Strong stakeholder & agency management skills

Good-to-Have Experience

- Experience working with beauty tech, science-backed skincare, or doctor-led brands - Prior exposure to GCC or SEA localization (Arabic packaging, market behavior, etc.) - Experience in ORM management, SEO-led content strategy, and brand perception tracking - Basic knowledge of growth analytics, conversion optimization, and A/B creative testing - Certification or courses in storytelling, visual branding, or content strategy