Brand Head - AT

1. Brand Leadership & Strategy
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Own the brand vision, personality, and positioning for American Tourister India - define what the brand stands for, who it speaks to, and how it shows up.
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Serve as the internal and external custodian of brand language, tone, and visual identity across all touchpoints.
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Work closely with the Communications team to brief, shape, and approve all ATL and digital campaigns, ensuring the brand voice is consistent and culturally resonant with the Gen Z and young millennial audience.

2. Product Development & Design Direction
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Lead end-to-end product development across all categories: luggage, backpacks and everyday travel accessories.
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Define category-level design direction and develop detailed product briefs in collaboration with designers in the India and Singapore offices.
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Manage the product development pipeline with China-based suppliers, the Singapore regional team, the Nasik factory, and third-party manufacturing partners across India.
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Balance global brand standards with India-specific consumer needs, price sensitivities, and retail requirements.
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Ensure products are developed to hit target price points, margin thresholds, and launch timelines without compromising on design integrity.

3. Category Management & P&L Ownership
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Own the full P&L for the American Tourister brand in India - revenue, margins, cost of goods and profitability.
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Define pricing architecture across categories and channels, ensuring the brand remains competitive while protecting margin.
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Lead consumer promotions, trade offers, and seasonal campaign planning to drive volume and conversion at key retail moments.
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Build and manage the annual brand plan including category budgets, product launch calendars, and commercial priorities.

4. Brand Communications & Content
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While media planning and buying sits with the Communications team, this role works closely with the communications team on all communications outputs.
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Involvement in briefs and guide ATL campaigns, digital content, influencer frameworks, and social media strategy to ensure brand consistency.
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Own all BTL brand assets including catalogues, POSMs, in-store creatives, atriums, pop-up experiences, and event branding.
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Drive ecommerce content strategy and D2C brand experience - ensuring the brand is as compelling online as it is in-store.

5. Channel Strategy & Business Development
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“Operate” as a business head across all trade channels: General Trade, Modern Trade, Ecommerce, D2C, department stores, and retail.
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Partner with sales teams to develop channel-specific brand and product strategies that drive sell-through and market share growth.
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Identify new category opportunities and white spaces across the travel, backpack, and everyday lifestyle segments.
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Monitor competitive landscape and market trends - from Indian competitors, challenger brands to global entrants - and translate insights into action.

STAKEHOLDER ECOSYSTEM
This role operates across a uniquely complex network of internal and external partners: Internal External & Regional Head of Marketing & Communications (reporting line) China Suppliers (product manufacturing) Communications team (ATL, digital, media) Singapore Regional Office (design & product) Sales teams across all channels Nasik Factory (local manufacturing) Design teams - India & Singapore offices Third-party manufacturing partners across India Finance & supply chain Agency partners (creative, digital, BTL)

The ideal candidate must be an MBA or equivalent from a top university.

someone who is simultaneously a brand romantic and a business realist - someone who cares deeply about what a brand means to a consumer but is equally comfortable reading a P&L and negotiating with a factory.
Experience & Background
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10-15 years of experience in brand management, category management, or product marketing, preferably in FMCG, fashion, lifestyle, or consumer durables.
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Demonstrated experience owning a category P&L with full accountability for revenue, margins, and marketing investment.
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Hands-on experience in product development - working with suppliers, factories, and design teams to take a brief to a shelf-ready product.
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Strong understanding of the Indian retail landscape across GT, MT, ecommerce, and D2C channels.
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Prior experience working with regional or global brand teams is a strong advantage.
Skills & Capabilities
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Sharp brand instinct - an innate ability to spot what is on-brand and what is not, even when it is hard to articulate why.
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Design sensibility - the ability to give clear, inspiring creative and product briefs and to evaluate design outputs with confidence.
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Commercial acumen - pricing strategy, margin management, and trade offer design should feel second nature.
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Strong cross-functional leadership and stakeholder management, especially across geographies and cultures.
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Excellent communication and presentation skills - this person will represent the brand in senior leadership forums.
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Consumer-first mindset with a genuine feel for youth culture, travel behaviour, and the Gen Z and millennial aesthetic.

WHAT SUCCESS LOOKS LIKE (YEAR 1)
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A clear, differentiated brand strategy for American Tourister India is defined and socialised across the organisation.
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A 12-18 month product development roadmap is in place across all categories, with key launches on track.
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Category P&L is on plan with healthy margins.
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The brand communicates with a single, consistent voice across ATL, digital, ecommerce, and in-store.
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The team of 4 is energised, well-directed, and operating at high performance.