Website:
letsdence.com
Job details:
Company Description
Dence is a body care brand that focuses on creating uncompromising products that elevate daily routines. With a range of body care products powered by international-grade skincare actives and signature fragrances, Dence offers solutions that enhance both performance and experience. Our mission is to transform the daily shower into a moment of self-care that moves with you throughout the day. Dence embodies body care for lives in motion.
Role Description
We are looking for an Omnichannel Brand Manager who can move fluidly between a Mumbai trade meeting in the morning and an Amazon A+ review at night. You will own the brand's expression, performance, and growth across every channel where Dence is sold or seen — driving consistency in brand voice while tailoring activation, content, and merchandising to the realities of each platform.
You will be equally comfortable reading a P&L, a Glance Views report, and a planogram. You will be expected to set, track, and improve the right KPIs for each channel — knowing that what works on Blinkit is not what works at a modern trade chain, and what wins on Instagram is not what wins on Amazon Search.
Key Responsibilities
1. Brand Stewardship
- Be the custodian of Dence's brand book — Skinimalism, Move with Dence, The Active Bar, the 3-layer narrative (The Feeling / The Proof / The Journey), and the five personality words (Joyful, Modern, Fluid, Assured, Intelligent).
- Ensure absolute consistency of tone, visual identity, claims, and pack language across every consumer touchpoint — D2C, marketplaces, q-commerce, modern trade, distributor outlets, and social.
- Brief, review, and approve all creative output from agencies, freelancers, and in-house teams.
2. E-Commerce & Digital Channel Ownership
- Own the end-to-end performance of Dence on Amazon, Nykaa, Myntra, Blinkit, Zepto, Swiggy Instamart, and the D2C website.
- Manage listings, A+ content, storefront design, search keywords, and review ecosystem for all SKUs across both 300ml and 100ml packs and the soap range.
- Plan and execute platform-specific calendars — Amazon Sale events, Nykaa Pink Friday, Myntra EORS, q-commerce blitz days — and brief media buying agencies accordingly.
- Partner with media and performance marketing agencies to optimise spend across platform ads (Sponsored Products, Sponsored Brands, Display) and external traffic.
- Track and improve channel-level KPIs (detailed in the next section).
3. Offline Channel & Activation Ownership
- Drive sell-in and sell-out across modern trade chains, distributor networks, and pharma/beauty trade where applicable.
- Plan and execute on-ground activations — sampling drives, gym and studio partnerships, college and corporate activations, pop-ups, and category-relevant experiential events that bring Move with Dence to life.
- Own visual merchandising — shelf strips, gondolas, end-caps, in-store collateral, and planogram compliance.
- Work with sales and trade marketing on consumer offers, trade schemes, and channel-specific SKU strategy.
- Build and maintain relationships with category buyers at modern trade accounts.
4. Marketing Calendar & Campaign Management
- Own the integrated brand calendar across performance, brand, content, PR, influencer, and offline activations.
- Lead 360° campaigns from brief to execution to post-mortem — across digital, social (Instagram, Snapchat, Reddit), influencer, OOH where relevant, and in-store.
- Coordinate creative, media, influencer, and PR agencies to deliver on time and on brand.
5. Consumer & Category Insight
- Track competitor activity, pricing, pack innovation, and shelf presence across both online marketplaces and offline retail.
- Mine reviews, ratings, social sentiment, and consumer feedback to inform product, pack, and communication decisions.
- Build a structured monthly category and brand-health readout for the founder.
6. Cross-Functional Coordination
- Work closely with the founder, supply chain, manufacturing partners (SPTM network), sales, finance, and external agencies.
- Be the connective tissue between what marketing promises and what operations delivers.
KPIs you will own
E-Commerce & Quick Commerce
- Revenue & growth: Channel-wise GMV, NSV, month-on-month growth, contribution mix.
- Traffic & conversion: Glance Views, sessions, PDP visits, conversion rate, attach rate.
- Discoverability: Organic search rank for priority keywords, share of voice, share of search.
- Content & catalogue health: Listing quality score, A+ coverage, image and content compliance, out-of-stock rate.
- Reviews & ratings: Average star rating per SKU, review velocity, response rate, sentiment.
- Marketing efficiency: ROAS, ACOS / TACOS, CAC, blended CAC across paid platforms.
- Repeat & retention: Repeat rate, subscription uptake on D2C, LTV.
- Q-commerce specifics: Dark store coverage, fill rate, basket penetration, top-100 SKU rank within category.
Offline & Trade
- Distribution: Numeric and weighted distribution, store count, new account openings.
- Sell-out: Per-store sell-out, throughput per outlet, share of category shelf.
- Visibility: Planogram compliance, share of shelf, secondary placement compliance.
- Activation effectiveness: Cost per sample, sample-to-trial conversion, footfall at events, leads generated.
- Trade efficiency: Trade spend as percent of NSV, scheme ROI, returns and damages percent.
Brand Health
- Aided and unaided awareness in target cohort (18–40, middle class and above, urban India).
- Net Promoter Score and consumer sentiment.
- Social engagement quality — not just follower count, but saves, shares, and DM-led conversion on Instagram.
Who you are
- 4–7 years in brand management, category management, or marketing — ideally with at least one stint in an FMCG, beauty, personal care, or D2C company.
- Demonstrable experience running both an e-commerce P&L and an offline channel or activation programme. Pure-play digital or pure-play trade marketers will be considered only if they can show clear range.
- Comfortable with marketplace back-ends — Amazon Seller Central, Nykaa Partner, Myntra Partner Portal, q-commerce dashboards. You do not need to be an operator, but you must be able to read what they tell you.
- Numerically fluent. You can build a channel P&L, calculate ROAS and TACOS in your head, and pressure-test a media plan.
- Strong creative judgement. You can brief well, edit sharply, and tell the difference between brand-building work and noise.
- Comfortable in ambiguity. Dence is an early-stage brand — you will be writing the playbook, not following one.
- MBA preferred but not mandatory if the experience is right.
What you get
- Direct ownership of an entire brand at the most formative stage of its life.
- A seat at the table on every consequential decision — pack, pricing, channel mix, hiring, agency selection.
- Working partnership with the founder, with the autonomy to run your portfolio.
- Competitive compensation aligned to a fast-growing, founder-led consumer brand.
- The chance to build something that is genuinely new in the Indian bodycare category.
How to apply
Send your CV and a short note on why this role interests you — and one Indian or global beauty / personal care brand you think is doing omnichannel brilliantly, with one line on why — to zen.nanavati@bayhue.com with the subject line: Application — Brand Manager (Omnichannel).
Click on Apply to know more.