Brand Manager (Retail Lead) (Lifestyle/ Fashion)

Position Overview

We are seeking a dynamic, commercially-minded, and hands-on Brand Manager to lead the growth and development of our fashion lifestyle brand.

This is a highly versatile role that requires an all-rounder who is equally comfortable developing brand strategies, executing marketing campaigns, driving retail performance, managing product launches, overseeing customer experience, and collaborating with multiple business functions.

The ideal candidate is both strategic and operational—someone who understands that building a successful fashion brand extends beyond marketing to encompass sales, merchandising, operations, digital commerce, and customer engagement. This role requires someone who can move effortlessly between high-level planning and day-to-day execution while maintaining a strong commercial focus.

Key Responsibilities

Brand Strategy & Development

• Develop and execute annual brand strategies aligned with the company's business objectives.
• Maintain consistent brand positioning across all customer touchpoints.
• Strengthen brand awareness while preserving the brand's identity and values.
• Identify market trends, consumer insights, and competitive opportunities to support sustainable brand growth.
• Drive innovation in brand storytelling and customer engagement.

Marketing & Communications

• Plan and execute integrated marketing campaigns across digital, social media, retail, PR, influencer, and traditional channels.
• Oversee content creation to ensure consistency in messaging and visual identity.
• Manage seasonal campaign launches and promotional calendars.
• Work with creative agencies, photographers, designers, and media partners.
• Measure campaign performance and optimize marketing investments based on data and ROI.

Retail & Commercial Performance

• Partner closely with Retail Operations to maximize sales and customer experience.
• Monitor retail KPIs including:
• Sales performance
• Conversion rate
• Average Transaction Value (ATV)
• Units Per Transaction (UPT)
• Footfall
• Develop commercial initiatives that drive customer acquisition and repeat purchases.
• Support store openings, product launches, and seasonal activations.

Product & Merchandising Collaboration

• Collaborate with Merchandising and Buying teams on product assortment planning.
• Provide customer and market insights to support product development.
• Participate in seasonal planning and product launch strategies.
• Ensure product stories are effectively communicated through marketing and retail channels.

Digital & E-commerce

• Work alongside the Digital team to enhance online brand presence.
• Support e-commerce growth initiatives.
• Optimize customer journeys across websites, marketplaces, and social commerce platforms.

Customer Experience

• Champion a customer-centric culture throughout the organization.
• Develop initiatives that enhance customer loyalty and lifetime value.
• Monitor customer feedback and identify opportunities for service improvements.
• Work with CRM teams to strengthen customer retention programs.

Financial & Budget Management

• Prepare annual marketing and brand budgets.
• Monitor expenditures to maximize return on investment.
• Forecast campaign performance and evaluate business impact.
• Prepare regular reports on brand performance and commercial outcomes.

Stakeholder & Cross-functional Leadership

As an all-rounder, the Brand Manager will work closely with:

• Retail Operations
• Merchandising
• Buying
• Visual Merchandising
• E-commerce
• Marketing
• Finance
• Human Resources
• External agencies
• Media partners
• Influencers
• Landlords and event organizers (where applicable)

The successful candidate should be comfortable leading cross-functional projects while influencing stakeholders without direct authority.

Key Performance Indicators (KPIs)

• Revenue growth
• Brand awareness
• Campaign ROI
• Marketing ROI
• Retail sales growth
• Same-store sales performance
• Customer acquisition
• Customer retention
• CRM engagement
• Social media growth
• Website conversion
• Footfall growth
• Event performance
• Product launch success
• Budget adherence
• Gross margin contribution

Qualifications

• Bachelor's Degree in Marketing, Business, Fashion Management, Communications, or a related discipline.
• 5–8 years of experience in brand management, marketing, or commercial roles within fashion, lifestyle, luxury, or premium retail.
• Experience managing integrated marketing campaigns.
• Strong understanding of retail operations and consumer behavior.
• Experience working across driving the commercial performance of brick-and-mortar retail