New
Assistant Brand Manager – Marketing & Launches (Others - General)/ 120 days ago
Bazargate, Mumbai
5 To 8 INR Lacs
Job Preference:
Job Description:
Key Responsibilities 1. Launch Strategy & Playbooks ? Build structured launch playbooks for cafés, retail products, and menu drops
.
? Define messaging, tone, and storytelling unique to each launch.
? Create activation calendars and ensure timely rollout across all channels.
2. Omni-Channel Marketing
? Lead launch campaigns across email, WhatsApp, social media, PR, and in-store
touchpoints.
? Align digital campaigns with physical activations for consistent storytelling.
? Track and analyze customer engagement and campaign ROI.
3. Retail & In-store Marketing
? Oversee in-store launch kits: VM displays, tent cards, shelf talkers, tasting counters.
? Brief and train café staff on launch narratives, upselling strategies, and customer
messaging.
4. Partnerships & Community Building
? Secure collaborations with like-minded brands, venues, and communities.
? Drive experiential activations (coffee tastings, cultural events, run clubs, SoundRise, art
walks).
5. Reporting & Optimization
? Maintain campaign trackers, dashboards, and reporting for leadership.
? Present post-launch reports and refine playbooks for future campaigns.
Key Result Areas (KRAs)
1. Launch Execution
? 100% launches supported with 360° campaign plans.
? Campaigns executed on time and within budget.
2. Customer Engagement (Email & WhatsApp Marketing)
? Email Marketing: Minimum 4–6 emailers per month (weekly or bi-weekly depending
on launches/seasonality).
? WhatsApp Marketing: Minimum 8–10 WhatsApp campaigns per month (approx. 2–3
per week across product pushes, café events, and seasonal highlights).
? Campaign performance to meet or exceed benchmarks:
? Email open rate: ?25%
? Email CTR: ?3–5%
? WhatsApp read rate: ?85%
? WhatsApp CTR: ?10%
3. Retail & Staff Readiness
? Café teams trained on launch talking points before go-live (?80% staff readiness scores).
? On-time delivery of in-store launch kits (POS, VM, training materials).
4. Partnerships & Visibility
? Min. 2–3 strategic partnerships/quarter.
? Media/influencer coverage secured for each launch.
5. Reporting & Learning
? Post-launch reports shared within 1 week of campaign close.
? Launch playbooks updated quarterly with learnings and benchmarks.
Qualification:
18Skills:
3–5 years’ experience in brand marketing for F&B, lifestyle, hospitality, or consumer brands.? Proven track record of orchestrating product or café launches.
? Skilled in email & WhatsApp marketing, PR coordination, retail marketing, and
partnerships.
? Strong project management and cross-team coordination skills.
? Storytelling ability with a good design/visual eye.
? Thrives in a fast-paced, hands-on environment.