Brand Manager ( Ethniq-Healthcare Domain )

Role Summary

Creative and brand identity backbone of Ethniq. Owns packaging redesign across all products, ATL/BTL campaign design and execution, brand identity guardianship across every consumer touch point, and creative direction of the AI marketing platform.

Key Responsibilities

Packaging Redesign

• Lead full packaging redesign across all products — new visual identity, tagline lockup, brand colour, design language across all health categories
• Ensure all packaging meets AYUSH and FSSAI mandatory label requirements
• Brief and manage the packaging printer — select vendor, manage proofs, approve colour matching
• Brief and art-direct product photography shoot for D2C website, Amazon A+ content, and ad creatives
• Maintain brand design system — fonts, colour palette, iconography, photography style

ATL / BTL Campaigns

• Plan and execute BTL activations — pharmacy standees, in-store displays, sampling kits, health fair presence, collaterals, CMEs
• Design and manage the per‑store collateral kit
• Plan ATL campaigns as the brand scales — OOH, print, radio aligned to seasonal calendar
• Brief and manage external agencies, studios, and freelancers

Creative Direction

• Own the creative direction — brief the AI platform, review all generated content for brand voice compliance and AYUSH regulatory safety
• Build and maintain the AI Knowledge Base — product details, brand guidelines, audience personas, AYUSH claim rules
• Maintain compliance review stage for all AI‑generated health claims
• Generate and manage monthly social content calendar — five content pillars across Instagram and Facebook

Brand Identity

• Own the Ethniq brand voice document — written and visual tone, language rules across all channels
• Review and approve all creative output before it goes to the Performance Marketer
• Lead quarterly brand health reviews

Requirements

• 6–8 years of brand management with mandatory FMCG or health & wellness packaging design and production experience — must have personally taken a product from brief to shelf