Brand Strategist

Brand Strategist
📍 Hyderabad | Full-time
A note from the founders
Most brand roles today become execution roles.
Things move fast, content goes out, campaigns get shipped, but the thinking behind it often gets diluted.We’re building SkinBae differently. We’re looking for someone who naturally pauses and asks:
- does this feel right
- does this sound like us
- are we building something consistent over time
This role is for someone who cares about how a brand is shaped, not just how it looks.If you enjoy thinking, questioning, and improving how things come together, you’ll enjoy being here.
About SkinBae
SkinBae is building a curated Korean skincare platform in India. We work closely with global brands and focus on education-led storytelling, strong visual identity, and long-term brand building across D2C, marketplaces, and offline retail.
We are still growing, which means the people who join now will have a real impact on how the brand evolves.
Role overview
This role is about bringing clarity and consistency to the SkinBae brand. You will work on positioning, messaging, and overall brand direction, and ensure that everything we put out across content, campaigns, and communication feels aligned and intentional.
You will collaborate closely with content, social, design, and marketing teams to connect brand thinking with execution.
What you will own
1. Brand Positioning & Strategy
Define and refine SkinBae’s brand positioning, value proposition, brand personality, and overall narrative.
Develop clear messaging frameworks that communicate who we are, what we stand for, and why consumers should choose us.
Identify opportunities to strengthen SkinBae’s differentiation and positioning in the Korean skincare category.
Translate brand strategy into clear and actionable direction for internal teams and creative partners.
Continuously evaluate brand relevance, perception, and consistency as the business grows.
2. Brand Messaging & Communication
Develop and maintain SkinBae’s messaging architecture and tone of voice.
Create communication frameworks for campaigns, launches, products, categories, and key brand initiatives.
Ensure messaging remains clear, relevant, premium, and consistent across all touchpoints.
Review major communication assets and provide strategic feedback before execution.
Identify communication that feels generic, inconsistent, or off-brand and recommend improvements.
Ensure the same core brand thought is translated appropriately across different formats and channels.
3. Campaign Strategy & Direction
Develop the strategic direction for brand campaigns before execution begins.
Define campaign objectives, target audience, consumer insight, core proposition, communication territory, and key messaging.
Build campaign briefs and frameworks for content, creative, social, performance marketing, CRM, and other teams.
Review campaign concepts and narratives to ensure they are aligned with brand strategy.
Provide strategic inputs and feedback throughout the campaign development process.
Ensure campaigns contribute to both immediate business objectives and long-term brand building.
4. Brand Architecture & Portfolio Strategy
Support the positioning of SkinBae as the master brand.
Help define how individual Korean brands, categories, and hero products within the portfolio should be positioned.
Ensure each partner brand retains its own identity while fitting within the larger SkinBae portfolio.
Develop clear positioning frameworks for new brands, categories, and product launches.
Identify opportunities to strengthen portfolio differentiation and reduce overlap in communication.
5. Cross-Channel Brand Consistency
Ensure consistency across D2C, social media, CRM, marketplaces, paid marketing, influencer communication, and offline retail.
Act as a brand quality filter across customer-facing touchpoints.
Review communication and customer experiences to identify inconsistencies or brand dilution.
Partner with content, design, marketing, and e-commerce teams to maintain a cohesive brand experience.
Ensure SkinBae communicates with a consistent identity regardless of channel or format.
6. Consumer & Market Insights
Research consumer behaviour, category trends, cultural shifts, and emerging beauty conversations.
Monitor competitors and identify relevant market opportunities and whitespace.
Analyse customer feedback, reviews, social conversations, marketplace behaviour, and other consumer signals.
Translate consumer and market insights into actionable brand and communication strategies.
Bring consumer understanding into positioning, campaign, product, and launch decisions.
Continuously challenge brand assumptions using real consumer and market insights.
7. Content & Creative Strategy
Work closely with content writers, copywriters, social media, and design teams to provide strategic direction.
Develop clear creative briefs covering the objective, audience, insight, proposition, messaging, and desired direction.
Review content concepts, campaign ideas, product stories, scripts, and creative assets from a brand perspective.
Provide clear and actionable feedback that improves the quality of both thinking and execution.
Help creative teams understand the strategic reasoning behind the direction.
Ensure content and creative output consistently reflects SkinBae’s brand identity.
8. Product & Brand Launches
Partner with marketing, e-commerce, category, and leadership teams on new product and brand launches.
Define positioning, audience, consumer proposition, and messaging for launches.
Develop communication territories and storytelling frameworks for new products and categories.
Ensure launch communication is differentiated and aligned with the overall SkinBae brand.
Support communication planning across D2C, marketplaces, social, CRM, retail, and other relevant channels.
Ensure product launches contribute to both commercial objectives and long-term brand equity.
9. Brand Guidelines & Governance
Develop and maintain brand guidelines, tone-of-voice principles, messaging frameworks, and communication standards.
Build practical systems that help teams maintain brand consistency as SkinBae scales.
Establish clear principles for brand expression across different channels and formats.
Conduct regular reviews of brand communication and customer touchpoints.
Identify gaps and recommend improvements to strengthen the overall brand experience.
Ensure brand governance remains practical and easy for teams to follow.
10. Cross-Functional Collaboration
Work closely with Marketing, Content, Social Media, Design, Performance Marketing, E-commerce, CRM, and Leadership teams.
Align different teams around brand direction, messaging, and priorities.
Collaborate with external agencies, creative partners, and other stakeholders when required.
Bring strategic clarity to open-ended problems and competing priorities.
Challenge ideas when required and provide clear reasoning behind recommendations.
Ensure brand strategy translates effectively into execution across functions.
11. Brand Performance & Optimisation
Define relevant success metrics for brand and communication initiatives.
Review campaign performance, consumer response, engagement, and qualitative feedback.
Identify what is working, what is not, and the strategic reasons behind it.
Use performance and consumer insights to improve future campaigns and communication.
Balance short-term marketing objectives with long-term brand-building priorities.
Continuously identify opportunities to improve brand effectiveness.
12. Long-Term Brand Building
Continuously evaluate how SkinBae is perceived by consumers and the market.
Identify opportunities to strengthen and evolve the brand as the business grows.
Challenge outdated assumptions and bring fresh strategic thinking to the brand.
Build frameworks and systems that support long-term consistency.
Think beyond individual campaigns and contribute to building lasting brand equity.
Help shape SkinBae into a stronger, more differentiated, and trusted consumer brand.
What we are looking for
3 to 6 years of experience in brand strategy, brand marketing, or planning
Experience in D2C, beauty, fashion, lifestyle, or consumer brands
Ability to think strategically and connect ideas to execution
Strong written and verbal communication skills
Comfort working with ambiguity and taking ownership
Benefits
5-day work week
Direct exposure to founders and key decisions
Learning support through courses and resources
High ownersh

Work arrangement
No