DGM – Brand Marketing (Private Label)

Job description

**Role Overview:** The DGM – Brand Marketing (Private Label) is responsible for leading the marketing strategy and execution for Croma’s Own Label product portfolio. This role focuses on strengthening brand identity, driving product-specific campaigns, and enhancing customer adoption and recall. It involves end-to-end ownership of brand planning, GTM, creative asset development, and execution across all retail and digital platforms. **Key Responsibilities:** **Brand Strategy and Portfolio Planning** - Develop brand architecture, marketing plans, and positioning strategies for all Own Label offerings. - Create and drive the annual marketing calendar aligned with product launch cycles and business targets. - Leverage consumer insights and internal business goals to build differentiated propositions for each brand. - Partner with Own Label business teams to align brand narratives with product strategy and pricing. - Track and report brand equity, awareness, and adoption KPIs. **GTM and Campaign Management** - Lead go-to-market planning for new product launches including launch kits, store readiness, and ATL/BTL communication. - Supervise execution across formats including store collaterals, digital banners, and onboarding content. - Collaborate with GTM, product, and digital team members for campaign timelines and execution excellence. - Ensure all launch activities follow brand guidelines and deliver a compelling customer experience. - Integrate marketing touchpoints across retail stores and digital assets to maximize impact. **Creative Asset Development and Content Oversight** - Drive packaging design, messaging, and visual branding of Own Label SKUs in partnership with the product and creative teams. - Collaborate with Art Directors, Copywriters, and Creative Leads to maintain a consistent tone of voice. - Ensure nomenclature, product storytelling, and creative concepts are aligned with positioning. - Review and approve final campaign assets across platforms before launch. **Cross-Functional Collaboration** - Coordinate with Catchment, Media, and Brand Solutions teams for amplification and visibility. - Work with Store Operations and Visual Merchandising for in-store expression of Own Label campaigns. - Partner with Buying, and Business teams for alignment on commercial objectives. - Support internal training teams with branding inputs for frontline enablement and new product education. - Serve as the brand marketing voice in Own Label strategy reviews. **Team Development and Governance** - Lead a team of Brand Managers and functional team members across Product, Digital, and GTM roles. - Set individual KPIs and team objectives aligned to campaign performance and adoption metrics. - Build capability in packaging design, product positioning, and innovation storytelling. - Foster collaboration, feedback culture, and structured reviews across the sub-teams. - Maintain compliance with Croma brand guidelines and campaign rollout governance.