Brand Manager

Overview

Brand Manager role at Frankly Wearing, an Indian merchandise marketplace for independent artists, creators and NGOs, to build the brand voice, community and in-house marketing engine, reporting to the founders and working alongside the Creator Manager.

What you'll do

• Own brand, positioning, content, social media, email and WhatsApp marketing, and campaign planning end to end.
• Own Instagram and other organic channels, including strategy, content calendar, creation and publishing, and the festive and cultural calendar.
• Create content hands-on (reels, carousels, stories, UGC, creator features), manage freelancers for design, video and content, and use Gen AI for ideation and variations.
• Own on-site content that supports conversion, including collection pages, landing pages, banners and product storytelling.
• Own email and WhatsApp marketing campaigns and lifecycle flows, with strict opt-in and compliance.
• Build segmentation, loyalty and referral programs; A/B test and report on revenue per send and flow performance.
• Plan and run the annual and quarterly campaign calendar across organic, email, WhatsApp, site, creators and agency paid media.
• Own the in-house marketing budget and build reusable campaign playbooks and asset libraries.
• Act as the main link with the performance agency across Google Shopping, Search, Meta, Demand Gen, Pinterest and emerging channels, turning business goals into clear briefs and targets.
• Review weekly and monthly performance (CAC, MER, ROAS, LTV), challenge assumptions, and resolve traffic quality and attribution issues with the agency.
• Coordinate and approve agency ad creatives for brand fit, and keep paid and organic aligned on messaging, offers and calendar.
• Work with the Creator Manager to help creators sell through their own audiences, including onboarding communication, success stories, toolkits and promo templates.
• Create GTM and communication plans to attract artists, niche communities, NGOs and creators, and run spotlights, drops and influencer, ambassador and affiliate partnerships.

What you'll need

• 3+ years in brand, content, or lifecycle marketing at ecommerce, D2C, marketplace, fashion/lifestyle, or creator economy companies.
• Proven track record building and growing a brand's social presence, especially Instagram, through content you have planned and created.
• Hands-on experience with email and WhatsApp marketing tools, including automation flows, segmentation and campaign performance analysis.
• Strong writing and storytelling skills, with a sharp sense of brand voice and visual taste.
• Experience planning and running multi-channel campaigns end to end.
• Working knowledge of paid media and performance metrics (CAC, ROAS, MER, LTV), enough to brief, review and challenge a performance agency.
• Comfort with ownership: able to work independently and with founders, and to switch between strategy and execution.

Nice to have

• Experience managing a performance or creative agency from the brand side.
• Experience with the creator economy, POD, marketplaces, or influencer and affiliate programs.
• Video and reel production skills (shooting and editing), and familiarity with design tools such as Canva, Figma or Adobe.
• Understanding of SEO, Pinterest and content-led organic acquisition loops.
• Early experience leading or mentoring freelancers, interns or a small team.

Details

• Location: Gurugram, Haryana, India.
• Work mode: Hybrid.
• Reports to the founders and works alongside the Creator Manager.
• Part of Articore Group, the company behind Redbubble and TeePublic.