Marketing Lead – Brand, Content & Growth

About the Role:

We are looking for a hands-on Marketing Lead to build and lead the marketing function for a fast-growing consumer business operating across fresh and processed food categories.

This is a player-coach role for someone who can combine brand building, content, performance marketing and growth rather than specialising in only one area.

Content is at the centre of the role. We are looking for someone who can personally think through, write and judge content, not someone who relies entirely on agencies for the creative thinking.

The person will work closely with the leadership team to build the brand, strengthen the consumer proposition and drive measurable growth across digital, Q-commerce and offline channels.

Key Responsibilities:

1. Brand & Marketing Strategy

• Own the overall marketing strategy across brand, performance, content and activation.
• Build a clear brand and category positioning for the business.
• Develop the consumer story around quality, provenance, differentiation and the broader product proposition.
• Translate the brand strategy into clear communication across all consumer touchpoints.
• Own the annual marketing plan, priorities and channel strategy.

2. Content & Creative

• Build an in-house content engine that consistently produces high-quality content.
• Personally write, edit or approve key communication and campaign content.
• Develop content ideas, briefs, campaign concepts and messaging.
• Set the quality bar for brand voice and creative output.
• Work with internal teams and agencies while retaining ownership of the final output.
• Build content across social media, digital campaigns, product communication, Q-commerce and other relevant channels.

3. Performance & Growth Marketing

• Own performance marketing across platforms such as Meta and Google.
• Set up and optimise acquisition campaigns based on CAC, ROAS, conversion and repeat behaviour.
• Identify opportunities to improve customer acquisition and retention.
• Allocate marketing spend based on performance and business impact.
• Build clear measurement frameworks and regularly review channel performance.

4. Q-Commerce & Digital Marketing

• Work closely with the Q-commerce/e-commerce team to drive growth across key platforms.
• Develop the on-platform marketing and advertising strategy.
• Improve visibility, discoverability and conversion across Q-commerce platforms.
• Work with platform teams on campaigns, promotions and new launches.
• Track metrics such as ROAS, search visibility, conversion and repeat purchase.

5. Consumer & Category Growth

• Develop marketing strategies for both existing and new product categories.
• Help build the consumer proposition for new product launches.
• Identify new consumer segments, channels and growth opportunities.
• Test new marketing channels such as influencers, UGC, sampling and community-led initiatives.
• Scale channels that demonstrate measurable business impact and quickly stop initiatives that do not work.

6. Offline & Integrated Marketing

• Build relevant offline activation and consumer engagement initiatives.
• Connect offline activity with digital and performance campaigns.
• Develop integrated campaigns across brand, content, performance, Q-commerce and offline channels.
• Measure the effectiveness of marketing investments.

7. Team & Agency Leadership

• Lead the existing marketing team and define clear ownership across functions.
• Build and develop the marketing team as the business scales.
• Manage external agencies against clear briefs, objectives and performance expectations.
• Ensure agencies complement rather than replace internal marketing thinking.
• Establish clear weekly/monthly marketing reviews and performance tracking.

What We Are Looking For:

• 6–12 years of marketing experience, ideally with meaningful experience in high-growth consumer businesses.
• Strong experience across brand + performance + content, rather than only one marketing discipline.
• Proven ability to personally create or significantly shape marketing content.
• Strong understanding of digital acquisition and performance metrics.
• Experience with Meta, Google and Q-commerce/on-platform advertising.
• Experience building brands or categories in a startup/challenger environment.
• Strong consumer understanding and storytelling ability.
• Ability to operate hands-on with limited resources and ambiguity.
• Strong analytical and commercial orientation.
• Experience managing teams and external agencies.

Preferred Background:

Experience in one or more of the following is preferred:

• Food & Beverage
• Healthy/Fresh Food
• FMCG
• Consumer D2C
• Q-commerce-heavy consumer businesses
• Consumer startups
• Brands that have created or scaled a new category

Ideal Candidate:

We are looking for someone who can operate across:

Brand → Content → Performance → Q-Commerce → Consumer Growth

You should be comfortable moving between strategy and execution — from defining the brand story to writing the copy, reviewing campaign performance and deciding where the next marketing rupee should be spent.

A strong candidate should be able to demonstrate:

• A brand/category they helped build or scale.
• Content they personally created or shaped.
• Clear performance metrics from channels they owned.
• Experience running experiments and scaling successful channels.
• Strong understanding of Q-commerce marketing.
• Ability to work directly with founders/senior leadership.
• High ownership and execution orientation.

This Role Is Not For:

• Pure performance marketers who do not have strong content/brand capability.
• Brand managers who have only worked through large agencies.
• Candidates who cannot personally write or evaluate strong marketing content.
• Agency-side marketers without direct business ownership.
• Candidates who have only managed mature brands with established playbooks.
• Profiles with limited exposure to digital/Q-commerce growth.

Key Success Measures:

In the first 12 months, success will include:

• Clear and differentiated brand/category positioning.
• Strong, consistent in-house content engine.
• Improved performance across Meta, Google and Q-commerce.
• Measurable improvement in acquisition, ROAS and repeat purchase.
• Successful testing and scaling of new consumer acquisition channels.
• Strong marketing operating rhythm and measurement framework.
• Effective management of the existing marketing team and agencies.