Brand Manager, Railings
About the role
Brand Manager for Client's business in Gurgaon, a build-from-scratch role turning an unbranded, fabricator-led commodity into a category customers choose and pay a premium for. It suits someone who has genuinely built brands across channels, not just strategised, and who ties brand work to real commercial outcomes in a B2B and trade context. 5 to 9 years of relevant experience is expected.
Description
This role owns the end-to-end creation of the client's railing brand, turning an unbranded, fabricator-led commodity into a category customers actively choose and pay a premium for. The scope spans brand positioning, demand creation, and go-to-market execution across institutional, owned retail, and distribution channels.
Experience
5-9 years in brand management or category building, ideally in building materials, hardware, or a considered-purchase durable category
Location
Gurgaon (HQ)
Roles and responsibilities
- Define the client's railing brand positioning, identity, and narrative anchored in safety and security
- Build end-customer and developer awareness of why a branded railing commands a premium
- Develop and execute go-to-market strategy across institutional sales, Client's Blu retail, and distribution retail
- Enable developers to name, market, and charge a premium for Client's railings as they do for branded window systems
- Run campaigns, content, trade education, and brand assets that build category recognition over time
- Track branded volume, premium realisation, and share across a multi-year category-creation arc
Must haves
- 5-9 years in brand management or category building where the brand had to be created, not just maintained
- Category-creation instinct: understanding how a commodity, trade-led product becomes a branded category
- Multi-channel fluency across institutional or project sales, owned retail, and distribution retail
- Brand-building craft including positioning, identity, campaigns, and category education
- Commercially grounded approach connecting brand work to premium realisation and share
Should haves
- Background in building materials, hardware, or considered-purchase durable categories
- Understanding of the developer or specifier dynamic and how builders monetise branded components
- Comfort operating in an omnichannel manufacturing business with a large offline organisation and trade channel
Non-negotiables
- Deep category-creation instinct to move a highly unbranded, fabricator-led commodity into a premium branded category
- Strong commercial lens that rejects vanity campaign metrics to tie brand equity directly to volume and margin realization
Additional comments
The JD explicitly calls out a character signal: candidates who attribute past brand failures entirely to budget, market, or management without examining their own decisions are not a fit. The role is framed as a multi-year category-creation effort, and the hiring team expects patience with a long arc rather than a short-campaign mindset.
How the assessment works
After you sign up, Leo helps you set up your profile from your CV, then you complete a short case-study assessment for this role. Your work is scored against a rigorous benchmark, so you are judged on the quality of your thinking, not your pedigree.