Brand Manager

Company: Frankly Wearing

Location: Gurugram

Type: Hybrid

About Frankly Wearing

At Frankly Wearing, we’re building something different from a traditional merch platform.

We are a leading Indian merchandise marketplace that allows independent artists, creators, and NGOs to sell custom-designed apparel and accessories in an automated manner.

We're now looking for a Brand Manager who can give Frankly Wearing a distinctive voice, build a loyal community, and run our in-house marketing engine, so that we become a category-defining creator-merch marketplace.

Role Overview

This is a hands-on, mid-level role for someone who can think like a brand strategist and execute like a maker. You will report to the founders and work alongside the Creator Manager.

You'll own brand, positioning, content, social media, email and WhatsApp marketing, and campaign planning, end to end. Paid performance (Google, Meta, Pinterest and other paid channels) is run by our partner marketing agency; you will be the single point of contact and the strategic link between the agency and Frankly Wearing, setting the brief, reviewing results and keeping them aligned with the brand and the business.

You'll work closely with the founders and the Creator Manager, and bring in freelancers for content as needed. We need someone who understands both brand building and lifecycle marketing, and who is as comfortable writing a caption or shooting and editing a reel as planning a quarter's campaign calendar.

You should be excited about building a brand people recognise and talk about, creating content consistently, and turning communities of creators and customers into repeat, organic growth.

What You’ll Own - Brand

Content & Social Media

• Own Instagram and other organic channels: strategy, content calendar, creation and publishing, including the festive and cultural calendar (Diwali, Raksha Bandhan, Valentine's, college seasons, fandom moments).
• Create content hands-on (reels, carousels, stories, UGC, creator features), manage freelancers for design, video and content, and use Gen AI to speed up ideation and variations.
• Own on-site content that supports conversion: collection pages, landing pages, banners and product storytelling.

Email, WhatsApp & Lifecycle

• Own email and WhatsApp marketing: campaigns, welcome, cart-recovery, post-purchase and re-engagement flows, with strict opt-in and compliance.
• Build segmentation, loyalty and referral programs that improve repeat purchase rate and LTV; A/B test and report on revenue per send and flow performance.

Campaigns & Budget

• Plan and run the annual and quarterly calendar (launches, sales, seasonal campaigns) across organic, email, WhatsApp, site, creators and the agency's paid media.
• Own the in-house marketing budget and build reusable campaign playbooks and asset libraries.

Agency Partnership

• Be the main link with the performance agency across Google Shopping, Search, Meta, Demand Gen, Pinterest and emerging channels, turning business goals, catalog priorities and seasonal plans into clear briefs and targets.
• Review weekly and monthly performance (CAC, MER, ROAS, LTV), challenge assumptions, and resolve traffic quality and attribution issues with the agency.
• Coordinate and approve the ad creatives the agency produces for brand fit, and keep paid and organic aligned on messaging, offers and calendar.

Creator Marketing

• Work with the Creator Manager to help creators sell through their own audiences: onboarding communication, success stories, toolkits and promo templates.
• Create GTM and communication plans to attract artists, niche communities, NGOs and creators, and run spotlights, drops and influencer, ambassador and affiliate partnerships.

What We're Looking For

Must-have

• 3+ years in brand, content, or lifecycle marketing at ecommerce, D2C, marketplace, fashion/lifestyle, or creator economy companies.
• Proven track record building and growing a brand's social presence, especially Instagram, through content you have planned and created.
• Hands-on experience with email and WhatsApp marketing tools, including automation flows, segmentation and campaign performance analysis.
• Strong writing and storytelling skills, with a sharp sense of brand voice and visual taste.
• Experience planning and running multi-channel campaigns end to end.
• Working knowledge of paid media and performance metrics (CAC, ROAS, MER, LTV), enough to brief, review and challenge a performance agency.
• Comfort with ownership: able to work independently and with founders, and to switch between strategy and execution.

Strong Plus

• Experience managing a performance or creative agency from the brand side.
• Experience with the creator economy, POD, marketplaces, or influencer and affiliate programs.
• Video and reel production skills (shooting and editing), and familiarity with design tools such as Canva, Figma or Adobe.
• Understanding of SEO, Pinterest and content-led organic acquisition loops.
• Early experience leading or mentoring freelancers, interns or a small team.

What Success Looks Like

In the first 6 months, success may include:

• A clearly defined brand positioning, tone of voice and brand guidelines, adopted across every channel.
• A consistent, high-quality content engine on Instagram with a planned calendar and repeatable formats, and measurable growth in reach, engagement and followers.
• Email and WhatsApp lifecycle flows live and performing, with a visible lift in repeat purchase rate and revenue from owned channels.
• A smooth working rhythm with the performance agency: clear briefs, weekly reviews, aligned creatives and improved marketing efficiency.
• A campaign calendar for the next two quarters, with at least a few flagship campaigns executed end to end.
• Stronger brand recall among customers and creators, with growth in branded search and direct traffic.
• Creator marketing programs that help creators sell more through their own audiences.
• Testing and learning built into how the marketing team works.

Why Join?

Frankly Wearing is a part of Articore Group, the global company behind leading creator-commerce marketplaces such as Redbubble and TeePublic.

This gives our team a unique opportunity to combine the speed, ownership, and entrepreneurial culture of a growing startup with the resources, expertise, and global network of an international creator-commerce business.

You’ll have an opportunity to shape the growth story of a company building a new model for niche merchandise discovery and creator commerce.

This role is ideal for someone who wants real ownership, broad impact, and the ability to build from first principles.