Brand Specialist-India

About Us:

Paulas Choice, a global skincare leader founded in 1995, empowers individuals to define beauty on their own terms through science-backed products. Our mission comes to life through four core values that guide our actions, decisions, and impact:

• Build Trust: We set the standard for skincare, transparency, and shared knowledge.

• Be Bold: We lead through innovation and by challenging the status quo.

• Act with Kindness: We operate with respect and carefor our customers, colleagues, and the planet.

• Create Community: We believe in the power of connectionwhether educating customers, supporting each other, or giving back, we grow stronger together.

About the Region :

Our Southeast Asian headquarters is located in Singapore, and currently manages Singapore, Malaysia, Indonesia, Thailand, Philippines and India. Our channels include not only our own DTC platform, but also marketplaces such as Lazada, Shopee, Amazon, Zalora as well as an offline presence in Unity Pharmacies and Sephora Stores.

About Our Culture:

Were a rapidly growing entrepreneurial team that thrives on change, prioritizing a culture of feedback and inclusivity. Our culture encourages continuous learning and is fueled by connection, curiosity, and cross-functional collaboration.

Paulas Choice is also committed to diversity! Our customers come from all walks of life and so do we. We hire great people from a wide variety of backgrounds, not just because its the right thing to do, but because it makes our company stronger. We hope you agree. If you share our values and our enthusiasm for empowering people to achieve their own definition of beautiful, Paulas Choice could be a wonderful fit for you.

Brand Specialist - India

About the Role

We are seeking a strategic and creative Brand Specialist to join our India team. This role will be pivotal in driving brand marketing efforts, storytelling, campaign planning, and execution across the region. The ideal candidate will have a passion for skincare, exceptional project management skills, and a proven ability to lead 360-degree integrated marketing campaigns, delivering impactful results that build brand affinity and resonate culturally with our Indian community.

Reporting to the Business Development Manager, India, the role requires a highly innovative and agile individual who can develop and execute strategic marketing initiatives, while integrating emerging beauty trends into campaigns, content, and activations across digital and retail platforms.

This is a handson, highownership role ideal for someone who thrives in fastmoving environments and enjoys both strategic thinking and detailed execution.

Key Responsibilities

Brand Strategy, Campaigns & New Launches

• Own and manage the India Brand & Marketing Calendar, aligning local priorities with SEA regional and Global brand strategies
• Lead the planning and execution of 360 integrated campaigns, including: New Product Launches (NPDs), Category & franchise campaigns, Brand moments and seasonal activations
• Translate global and regional toolkits into locally relevant, culturally resonant executions across channels Organic Social, Paid Social, KOL & PR, eDMs, DTC, Wholesale and Marketplace touchpoints
• Develop strong campaign narratives and hero messaging grounded in consumer insights and local market understanding
• Work closely with cross-functional teams (SEA Brand, India Marketing, and PR/KOL agency) to understand campaign objectives, adapt copy accordingly, and deliver assets that support both regional and local campaigns
• Partner with the Digital Marketing agency to ensure campaigns are integrated across paid, owned, and earned channels
• Work closely with the Sales, DTC, and E-commerce teams to align on trade marketing strategies, ensuring cohesive execution across online and offline channels.

Social Media & Content Creation

• Partner with Social agencies and regional teams to plan and execute: Organic social content, Paid social assets, Alwayson and campaignled content
• Brief and collaborate with Creative teams (SEA and local) to deliver highquality visual and video assets.
• Ensure brand consistency across copy, tone of voice, and visual identity.
• Support EDM / CRM content planning, briefing, A/B testing, and optimisation where relevant.

PR & KOL Strategy & Execution

• Lead the India PR & KOL strategy in close partnership with local agencies and the SEA regional team.
• Identify, vet, and manage relationships with influencers, creators, media, and key opinion leaders relevant to the Indian market.
• Oversee endtoend KOL collaborations with PR Agency: Briefing and concepting, Content review and approvals, Performance tracking and reporting
• Plan and execute PR moments including: Product launches, Media & creator events, Seeding programmes and brand experiences
• Ensure all PR & KOL activities align with global brand guidelines while feeling locally authentic
• Ideating and executing influencer activations inline with key campaigns and managing on-ground events

Creative & Agency Management

• Act as the central liaison between: SEA Regional Brand & Creative teams and Local India agencies (PR, Social, Creative)
• Write clear, inspiring creative briefs and manage timelines from briefing through to delivery
• Agency & Freelancer Oversight: Manage the relationship, deliverables, and budget for local creative freelancers and agencies, ensuring timely, high-quality output for India-specific projects.
• Documentation: Maintain proper documentation and archiving of finalized design files and local brand language standards for the India market.

Reporting, Analytics & Optimisations

• Track and analyse performance across campaigns, PR, KOL, and social initiatives.
• Monitor key metrics such as: Reach & impressions, Engagement & sentiment, KOL performance & ROI, Campaign effectiveness
• Consolidate postcampaign reports and insights to inform future planning and optimisation.

Qualifications & Skills

• Bachelors degree in Marketing, Business Administration, or a related field.
• 4 to 6 years of experience in brand management, marketing, or a related role, preferably in FMCG, beauty, or skincare
• Strong project management and organizational skills, with the ability to manage multiple stakeholders and deadlines effectively
• Excellent written and verbal communication skills, with a knack for storytelling and messaging.
• Proven experience managing 360 campaigns endtoend
• Strong understanding of social, influencer, and earned media ecosystems
• Comfortable working with regional/global teams and navigating matrix structures.

Youll stand out from the rest with:

• Prior in-house experience with a beauty/skincare/luxury brand
• Experience working closely with creative teams and agencies
• A deep understanding of customer journeys and a focus on enhancing the customer experience through personalized and engaging content
• A strong pulse on Indian beauty, skincare, and creator culture

You are:

• Highly organised, proactive, and detailoriented
• Creative yet structured, with the ability to turn ideas into execution
• Collaborative and comfortable leading without authority
• Resilient, adaptable, and solutionsoriented
• Passionate about skincare and building brands with purpose