Senior Brand Manager

About the Company

Cult, under Curefit Healthcare Pvt Ltd, began in 2016 and has grown into India’s largest fitness and wellness platform. The brand’s purpose is to make fitness simple, enjoyable, and accessible for everyone. It has built a community around active living and offers group workouts, gyms, personalised fitness solutions, and a broad range of fitness products for everyday athletes. Its vision is to help people lead healthier, more active lives through technology-enabled fitness solutions.

Role Overview

This position carries full ownership of cult’s brand. You will shape long-term brand equity, drive standout campaigns, and influence how 100 million Indians perceive and experience the brand. The role blends strategic brand leadership, strong creative judgement, a performance-oriented approach, and close coordination across teams to help position cult as India’s most loved active lifestyle brand.

Brand Strategy and Equity

• Develop and deliver multi-year brand plans that strengthen cult’s equity, build deeper consumer affinity, and support the ambition of making 100 million Indians active.
• Turn consumer insights into clear, compelling brand narratives that support big ideas and reinforce cult’s identity as fitness habit infrastructure rather than only a gym business.
• Build a well-defined and differentiated portfolio architecture across cult and sub-brands such as Cult Neo, ensuring each has its own identity while fitting into a unified brand system.

Campaign Excellence

• Set a high standard for brand strategy and communication by creating strong brand ideas that are strategically sound, creatively ambitious, and relevant beyond a single campaign cycle.
• Lead integrated campaigns across ATL, BTL, digital, and social channels, maintaining consistency in message and idea across all touchpoints.
• Keep creative development rooted in consumer behaviour and strategic insight so that every campaign starts from a real customer need or motivation.

Brand Performance and Media

• Implement effective brand health tracking practices, including measurement of equity, salience, and perception across priority audiences, and convert those insights into action.
• Plan and run an efficient media mix across traditional and digital channels, while also establishing measurement frameworks to assess business impact such as organic traffic uplift and app installs.

Activations and Partnerships

• Work with internal stakeholders to create consumer activations that bring cult’s positioning to life through community-led experiences that make fitness feel approachable, social, and culturally relevant.
• Partner internally to execute high-fit brand collaborations that expand cult’s visibility and strengthen its active lifestyle positioning.

Cross-Functional Leadership

• Act as the main brand representative on important initiatives, collaborating closely with product, performance, partnerships, and retail teams to embed brand thinking into business decisions.
• Maintain strong brand governance by ensuring consistency in tone, identity, and messaging across every consumer interaction.

Ideal Candidate Profile

• You bring 7 to 9 years of brand management experience, ideally with a history of building consumer brands in lifestyle categories such as fitness, FMCG, apparel, or health and wellness.
• You have a strong sense of what great brand thinking looks like and are unwilling to settle for average execution.
• You can balance long-term brand direction with short-term execution without losing strategic focus.
• You understand how brand ideas should carry through multiple channels and can protect the core idea from dilution.
• You are comfortable working with brand health data, campaign metrics, and consumer research, and you use those inputs to refine strategy.
• You influence effectively, collaborate across teams with ease, and communicate with clarity and conviction.