Brand Lead (Man Matters)

Brand Lead, Man Matters

Planning and Activation

Level: Lead Reports to: GM, Man Matters Team: Brand, social, content, organic and design function

• •Copy: Copywriter
• •Social: Social Media Lead with 2 executives (Instagram, YouTube)
• •Content : Performance Marketing Content Head + Editors and Production team
• •Design: graphic design and motion design head + team
• •Organic : Lead responsible for SEO, PR and other organic initiatives

Location: Mumbai (Thane) External partners: YouTube content agency, design and production partners, brand strategy partner etc

Why this role exists

Man Matters is a doctor-led platform for men's elective health concerns. The brand direction is set. What is missing is one person who holds the thread end to end: sets the brand thought, builds the assets that make us recognisable, keeps a live read on what men actually think and say, and runs the campaigns that carry it into market on time.

Today the brand shows up differently depending on where you meet it, because no single person is accountable for the whole of it. That is what this role fixes.

This is a lead who stays close to the work. The thinking half is the differentiator and it is why the role exists. The operating half is not optional: you will manage a copy, social and design team, run agency timelines, sit in production reviews and chase closure on detail. This is not a role where you set the thinking and hand execution down.

The hardest part of the job is protecting the first half from the second. Day-to-day output will always be louder than planning.

What you will own

1. The brand thought, set top down

You set the brand thought first and everything else derives from it. Campaign ideas, social calendars, packaging refreshes and performance creative all cascade down from a single articulated point of view about who Man Matters is for and what it stands against.

2. Distinctive brand assets

You create, own and grow the assets that make Man Matters recognisable before anyone reads a word: colour, typography, mnemonic, character or spokesperson, sonic signature, packaging codes, recurring visual devices, and the line the brand is known by.

The work has three parts.

• •Build. Identify what we already have that is worth investing behind, kill what is generic, and commission what is missing. Assets are chosen on how easily they can be made famous, not on how much the room likes them.
• •Codify. Rules for use, tight enough that the brand survives being executed by four different agencies and a social team.
• •Defend and repeat. Distinctive assets only pay off through relentless repetition over years. Your hardest job will be saying no to the refresh, the seasonal variant and the clever one-off, including when the request comes from leadership. Boredom inside the building is the price of recognition outside it.

You will measure asset performance, not assert it: recognition and correct attribution, tested at a fixed interval.

3. Brand consistency across every touchpoint

You are the custodian of how Man Matters looks, sounds and behaves. That covers website and app, packaging and unboxing, Instagram and YouTube, CRM and lifecycle communication, and the creative that runs in performance marketing.

Some of this you produce directly, through your copy, social and design team. Much of it you do not. The largest volume of creative Man Matters puts into market comes from the influencer and creator engine, which sits outside your team, alongside performance media and the wider product and web functions.

That is deliberate, and it means the job here is governance rather than production. You set the brand standard, the asset rules and the tone, and every team producing customer-facing work is held to it. You have the call on whether something is on brand. You do not have the call on who briefs it, which creator makes it, or what it costs. Getting other teams to want to meet your standard, rather than route around it, is the real skill this role is testing for.

You will codify this into a working brand book: positioning, tone of voice, visual system, distinctive asset rules, claims ladder, dos and don'ts. Codifying is the easy half. Holding the line when a launch is running late is the job.

4. A live consumer and cultural pulse

You are the person in the building who knows the Indian man best, and can prove it.

That knowledge comes from three places, and the role fails if you only work the first one.

What our customers tell us. Man Matters sits on an unusual volume of first-party signal: doctor consultation data, NPS verbatims at 7, 45 and 90 days, app and product reviews, direct-to-CEO feedback, on-site search and behaviour, and category performance data. Most of it goes unread. It is the richest source we have and also the most biased, because every man in it already chose us.

What men say when we are not in the room. Reddit threads, YouTube comments, competitor reviews, community and WhatsApp groups, the forums where men compare notes on hair loss and supplements, and the questions they type into search before they meet any brand. This is where you find the objection we have never heard and the words men actually use, which are rarely the words on our pack.

What is moving in culture. What Indian men in our age bands watch, follow, believe and worry about, and how that is shifting. The creators and podcasts they trust. How masculinity is being talked about right now. What has become acceptable to admit and what is still hidden. The vocabulary, the humour, the aspirations and the anxiety sitting underneath them. You will supplement this with primary qualitative work where the gaps are real, and you will spend real time with real men rather than with reports about them.

The rhythm and the standard. Monthly, not ad hoc. Named sources, a written output, a point of view attached. An insight is only finished when someone has used it, and you will be measured on the decisions that changed rather than the decks that circulated.

5. Brand campaigns, planned and shipped

You own the annual brand calendar and every campaign inside it: brief, insight, idea, production plan, timeline, launch, post-mortem. Every campaign carries the distinctive assets and traces back to the brand thought. You run the agency relationships that produce the work. Campaigns land on the date they were promised.

On budget. You manage spend at campaign level against an envelope agreed with the GM, and you are accountable for what that money returns. You do not own the Brand and Content line on day one. It moves to you against a written condition agreed at offer, on a defined timeline. We would rather tell you the honest shape of the authority now than have you discover a mismatch in month nine.

What good looks like at 12 months

• •Anyone in the company can tell you what the brand stands for, and they all give the same answer.
• •Our distinctive assets are measurably better recognised and better attributed than they were on day one, and they appear consistently across owned, earned and paid.
• •Every brief that went out that year traces back to the brand thought, and you can show the line.
• •Every campaign in the calendar shipped on its committed date.
• •A named list of business decisions across product, packaging, pricing and communication that changed because of an insight you surfaced.
• •At least one of those decisions came from a cultural read rather than from our own data, and would not have happened otherwise.
• •Brand metrics moving in the right direction, with the reasons understood rather than guessed at.
• •The design and social team running on a working intake system, with brand work no longer the first thing bumped when other demand spikes.
• •Teams outside your reporting line, including influencer and performance, producing work that is recognisably Man Matters without you having to police it.
• •Your team producing work you no longer have to rewrite.

Who you are

8 to 12 years acros