Marketing Manager- Private Label

Job Purpose

To drive growth and profitability of private label brands by leading marketing strategy,

brand positioning, and new packaging (pack) design, ensuring strong shelf impact,

customer appeal, and commercial performance.

Key Responsibilities

1. Private Label Marketing

Develop and execute marketing strategies for private label brands across categories, including planning and managing launch campaigns, promotions, and visibility initiatives across online and offline channels.

Track and drive improvements in sales, market share, penetration, and repeat purchase for private label brands through close collaboration with sales and category teams to enhance visibility.

Monitor consumer insights, trends, and competition to identify growth opportunities.

Manage marketing budgets and ensure strong ROI.

Interpret and uphold the existing brand ethos across all touchpoints, including packaging, A+ content, and marketing assets, while driving packaging cost optimization without compromising functionality, aesthetics, or consumer perception.

2. New Pack Design & Development

Lead end-to-end pack design, redesign, and refresh projects from concept to launch by developing comprehensive design briefs aligned with brand guidelines, target consumer, claims, and compliance, while collaborating closely with design agencies, printers, and packaging vendors.

Ensure packaging delivers strong shelf standout, clarity, and premium/value cues by driving consumer testing, mockups, and pilot runs to validate pack effectiveness.

Ensure regulatory, legal, and quality compliance across all packs with coordination with Quality & legal team.

Manage timelines, approvals, and cost optimization for packaging projects.

3. Performance & KPI Management

Track marketing and packaging KPIs include sales lift, margin, velocity, and pack ROI.

Analyze post-launch performance and recommend corrective actions.

Present performance reviews and insights to internal stakeholders and leadership.

Key Skills & Competencies

Private Label / Brand Marketing

Packaging Design & Development

Consumer Insights & Market Research

Project & Stakeholder Management

Costing & Margin Understanding

Data Analysis & KPI Tracking

Vendor & Agency Management

Qualifications

Bachelors / masters degree in marketing, Business, Design, or related field

38 years of experience in Private Label, FMCG, Retail, or E-commerce marketing

Hands-on experience in pack design, branding, or product launches

Strong understanding of retail shelf dynamics and shopper behavior