Assistant Manager - Brand
Posted 1
view
Description
Blue Tea is a wellness Brand, renowned for its vibrant, natural blue teas made from Butterfly Pea flowers and other unique herbs. We are on a mission to bring wellness to people through the power of nature while supporting over 600 small farmers in India.
Our brand gained nationwide attention after a successful pitch on Shark Tank India, where we impressed the judges with our innovative products and commitment to sustainability.
Today, Blue Tea is a global brand, serving over 11 lakh consumers across India, the USA, and Europe. We are proud to be the choice of health-conscious tea lovers, and our products are even served on Indigo Airlines.
At Blue Tea, we blend tradition with innovation, creating wellness products that are natural, vibrant, and delicious. Join us in our journey to make herbal tea a household favorite worldwide!
We’re a D2C-first business with a loyal community and a category we helped build. We’re looking for a Brand Manager to own how Blue Tea shows up everywhere: on feeds, in ads, in the press, and on the shelf.
This is a hands-on role. You’ll own the brand story and the work that carries it. That means the copy, the content, the creative, the video and the metrics behind them.
Responsibilities:-
- Brand and campaign ownership. Turn business goals (new launches, seasonal pushes, sale periods, category expansion) into clear creative briefs and campaign plans, and see them through from idea to impact.
- Copy. Write, edit and sharpen copy across ads, social, landing pages, product pages, emailers, WhatsApp and packaging. You’ll set the tonality and keep it consistent across channels.
- Content and creative. Lead the content engine with our copywriters, designers, video editors and shoot teams. You’ll brief them, review and push creatives that outshine. You’ll be on set when needed, and you’ll shoot and edit yourself when the situation calls for it.
- Social media. Own the content calendar, community voice, trend-jacking, UGC and creator partnerships across Instagram, YouTube and emerging platforms.
- Performance insight. Work with the performance marketing team to make sense of the numbers (CTR, hook rate, hold rate, CAC, ROAS, LTV, repeat rate, creative fatigue) and turn them into the next creative direction. Know which hooks, formats, offers and angles win, and why.
- Competitive benchmarking. Track the category and the brands well beyond it. Pick the best benchmarks you can find, including ones far from our own space, then build a plan to beat them on engagement, conversion, recall and efficiency.
- PR and brand building. Drive paid and earned media: press releases, media relationships, founder and expert stories, awards, collaborations and influencer seeding.
- Marketplace and channel brand health. Keep brand presence strong and consistent on our website, Amazon, quick-commerce and other marketplaces. Think A+ content, listings, imagery, reviews and ratings.
- Launches and consumer insight. Support new product launches with positioning, messaging and go-to-market. Stay close to customer reviews, feedback and research, and bring what you learn back to the team.
- Budget and agency management. Manage agencies, freelancers and creators. Control costs without compromising quality.
- Reporting. Share a regular view of what worked, what didn’t and what we’re doing next.
What We’re Looking For
- A writer who enjoys writing. You care about a line that lands, a hook that stops the scroll and a caption with personality. You write fast and can adapt your voice to the format.
- A creative with commercial sense. You can look at a piece of content and say both “this is beautiful” and “this will or won’t drive sales.” You respect craft and you respect numbers equally.
- Someone who gets D2C. You understand the funnel from awareness to first purchase to repeat. You know the realities of rising ad costs, creative fatigue, thin margins, discount dependence, returns and retention.
- A data-literate marketer. Dashboards don’t scare you. You enjoy spotting patterns, asking “why did this work?” and testing the answer.
- A natural coordinator. You get designers, writers, editors, shoot teams, agencies and performance marketers moving together, on time and in the same direction. You can say no, and you give clear feedback when needed.
- A hands-on maker. A big plus if you shoot, edit or create content yourself. Even better if you’ve built your own audience or run a page or channel that grew.
- A competitive thinker. You study brands that do things well, even in unrelated categories, and want to beat them.
- Someone who handles pace and ambiguity well. You keep calm in a fast-moving environment with many projects at once, and you move quickly with limited briefs and tight timelines.
- Culturally fluent. You live on the internet, follow trends and know what’s working with Indian audiences. Understanding of wellness, food, beverage or lifestyle consumers is a plus.
Mandatory Skills :-
- 2–5 years of experience in brand, content or social media marketing, ideally with a D2C, FMCG, food and beverage, or wellness brand
- Proven copywriting ability across ads, social and long-form (a portfolio or writing samples will be requested)
- Demonstrated experience taking a campaign or content series from brief to execution across multiple teams (copy, design, video, performance)
- Working knowledge of paid social and marketplace metrics, and the ability to interpret results and draw creative conclusions (Meta Ads Manager, Google Analytics, Shopify or similar) is a plus
- Hands-on experience managing social media for a brand, including calendars, community, creators and trends
- Experience with PR or earned media, such as press outreach, influencer or creator collaborations, or brand partnerships
- Strong communication skills in English, with Hindi mandatorily being their first/second language.
- Ability to work in a fast-paced, results-driven environment
- A bachelor’s degree (a master’s or MBA in marketing or communications is a plus)
Good to have:
- Video shooting and editing skills (Premiere Pro, CapCut, DaVinci Resolve or similar)
- An active content creator profile or personal audience
- Experience with email, WhatsApp or CRM-led retention campaigns
- Familiarity with quick-commerce and marketplace brand building
- Experience using AI tools to speed up ideation, scripting and content production