Job Summary:
We are looking for a strategic and consumer-obsessed professional to lead Customer Marketing and Product Positioning for Sweet Karam Coffee. This role goes beyond insights — it involves owning the voice of the customer, shaping product narratives, identifying category opportunities, and translating insights into scalable brand and product strategies.
Key Responsibilities:
1. Consumer Insights & Voice of Customer (VoC) Leadership
- Own and drive the Voice of Customer charter across channels (calls, reviews, NPS, CRM data).
- Identify deep consumer pain points, behavioral patterns, and unmet needs.
- Convert qualitative & quantitative inputs into actionable business insights.
- Lead structured consumer research, product testing, and feedback loops.
- Build strong insight frameworks: Hypothesis → Validation → Insight → Action
2. Product Positioning & Strategy
- Define and refine product positioning based on consumer insights, category understanding, and competitive landscape.
- Ensure clear articulation of product value propositions across all channels
- Work closely with marketing and product teams to align positioning with brand strategy
- Continuously evaluate and optimize positioning based on market feedback and performance data
3. Category & Business Understanding
- Own category-level analysis across products, pricing, and channels (D2C, marketplaces, retail)
- Track performance and identify growth levers and gaps
- Develop POV on category trends, consumer shifts, and demand patterns
4. Market & Competition Intelligence
- Continuously monitor competitor launches, pricing, campaigns, and positioning
- Benchmark SKC against competition and identify differentiation opportunities
- Translate market signals into strategic recommendations
5. Experimentation & Growth Initiatives
- Design and lead experiments (A/B tests, pilot launches, messaging tests)
- Work on new product concepts, GTM strategies, and campaign inputs
- Partner with cross-functional teams (marketing, product, supply chain) to execute initiatives
6. Stakeholder Collaboration & Reporting
- Present insights and recommendations to leadership and cross-functional teams
- Build structured dashboards, reports, and storytelling decks
- Act as a bridge between customer insights and business decisions
Skills & Qualifications:
- 6 – 8 years of experience in Customer Marketing / Consumer Insights / Brand Strategy (FMCG preferred)
- Strong understanding of product positioning and consumer behavior
- Experience with D2C brands / startups is a strong plus
- Analytical mindset with ability to interpret data + consumer narratives
- Excellent communication & storytelling skills
- Hands-on, structured thinker with bias for action
What Success Looks Like:
- Clear and differentiated product positioning across portfolio
- Strong VoC system influencing product and marketing decisions
- New product / improvement ideas driven by real consumer insights
- Measurable impact on conversion, retention, and customer satisfaction