Location: HQ (Factory and Market visits will be needed)

Department: Marketing

Reports To: Sr. Marketing Manager

Job Summary

The Product & Brand Executive is responsible for supporting Care Nutrition’s product development, brand building, and go-to-market execution across GT, MT, retail activations, and digital touchpoints.

The role combines product excellence + brand consistency + execution discipline, ensuring that every SKU launched by Care Nutrition is aligned with our brand DNA, “Movement for Better,” and our strategic 2030 roadmap.

The candidate will work closely with R&D, Factory, QA, Finance, Trade Marketing, Sales, HR, and external agencies to support product development, create brand assets, drive campaigns, and execute GTM plans with discipline.

Key Responsibilities

• Product Development & Innovation

• Support creation of product concepts and briefs (insight, benefit, RTB, pricing, pack).

• Coordinate with R&D for samples, sensory tests, reformulations, and cost optimisation.

• Maintain accurate documentation: SKU sheets, BOMs, formulation codes, and pack specs.

• Support factory trial runs and communicate findings to Marketing & Operations.

• Track competitor launches, pricing, packaging, and claims to guide innovation.

• Brand Management

• Ensure all products and communication align with brand DNA, tone-of-voice, and architecture.

• Manage brand assets (logos, files, colours, photography, product shots).

• Support content development: product stories, claims, feature benefits, mother-focused messaging.

• Develop basic creative content (POSM, posters, leaflets) and coordinate with the designer.

• Protect brand consistency across all touchpoints (GT, MT, digital, packaging, retail branding).

• C. Go-to-Market (GTM) Execution

• Build launch plans with Marketing Manager: GT launch, retail activation, trade bundles.

• Support sales team with product information, USP sheets, pricing sheets, and training.

• Execute sampling programs, store activation, stall setups, and GT visibility.

• Coordinate with Trade Marketing to ensure flawless execution in stores:

• Posters, wobblers, danglers

• Shelf branding

• Display development

• Track market execution weekly and report with photos + checklist.

• Monitor visibility, pricing accuracy, freshness, and planogram compliance.

• Packaging & Artwork Coordination

• Work with designers on artwork development, claims, regulatory compliance, and pack storytelling.

• Manage artwork approval process (Marketing → QA → Factory → Procurement).

• Maintain updated packaging library and final approved design files.

• Data & Reporting

• Track weekly GT/MT sales performance by SKU.

• Prepare post-launch performance reports, insights, and improvement recommendations.

• Maintain the product dashboard (sales, GP, distribution, complaints, cost trends).

• Quality, Regulatory & Compliance

• Ensure packaging complies with BSTI, HALAL, nutrition claims standards.

• Support QA with sensory tests, shelf-life studies, and quality reviews.

• Maintain record of consumer feedback and support in correcting issues.

• Cross-Functional Coordination

• Work closely with Sales GT & MT teams for execution and product visibility.

• Support Trade Marketing in execution of retail campaigns.

• Work with Factory, QA, and R&D for product documentation, RM/PM alignment, and trial runs.

• Align with Finance on pricing, COGS, and SKU profitability understanding.