About Beyond
At Beyond Appliances, we are redefining the modern kitchen with intelligence, speed, and design. From Dorado to Orion, our products are not just appliances they are smart companions for Indian cooking. We are an insurgent brand with the discipline to scale, and we are looking for a Category Brand Manager to own the brand and growth agenda of one or more product categories at Beyond.
Why This Role
This is not a brand custodian role. As Category Brand Manager at Beyond, you will own the growth and brand agenda for one or more product categories end-to-end.
You'll work at the intersection of consumer insight, product innovation, marketing, and business outcomes. The role demands sharp thinking, strong storytelling, and commercial ownership. Think of this as Category CEO (Brand)where your decisions shape how the category is positioned, launched, and scaled.
Key Responsibilities (Some / all / evolve as the category scales)
Category Strategy & Positioning
- Own the category-level brand strategy, positioning, and messaging
- Define clear value propositions across consumer segments and price tiers
- Translate the master brand into sharp, differentiated category narratives
Product Launches & Campaign Leadership
- Lead new product launches end-to-end, from concept to market
- Build launch stories, GTM plans, and integrated campaign frameworks
- Partner with creative agencies to develop assets across digital, social, retail, and performance channels
Consumer & Market Intelligence
- Deeply understand category consumers, usage occasions, and pain points
- Track competition across pricing, claims, innovation, and communication
- Use insights to shape messaging, innovation inputs, and campaign strategy
Integrated Marketing Execution
- Work closely with creative, media, content, and performance teams
- Ensure brand storytelling and performance marketing work together, not in silos
- Own briefs, reviews, feedback, and execution quality for category initiatives
Business & Performance Ownership
- Own category KPIs across awareness, consideration, conversion, and sales
- Track campaign performance and continuously optimise based on learnings
- Partner with sales, growth, and performance teams to drive category outcomes
Cross-Functional Leadership & Brand Governance
- Collaborate with Product, Supply Chain, Sales, Growth, and Retail teams
- Act as the internal brand voice for the category
- Ensure consistency in tone, visual identity, and messaging aligned with brand guidelines
What We're Looking For
- This role is based out of Bangalore, (5 days working @ our office in HSR)
- 35 years of experience in brand or category marketing
- Experience in FMCG, D2C, appliances, lifestyle, or consumer tech
- Strong track record of leading product launches and integrated campaigns
- Ability to work effectively with creative and media agencies
- Strong business acumen with a consumer-first mindset
- Comfortable balancing creativity with performance and commercial outcomes
What You'll Get
- End-to-end ownership of a category's brand and growth agenda
- Direct impact on product success, category scale, and business results
- Exposure to building a modern consumer brand from the inside
- High autonomy, fast learning, and visible outcomes
- A front-row seat to shaping a category-defining appliances brand
