Brand Development Lead

About the Company:

We ( )  are a young startup that aim to rebuild the world’s trust in its food. We are India’s first (and so far only) 100% Clean Label packaged food brand. In a world of loud claims and quiet disclaimers, we mention all of the 1 to 6 ingredients used in our products on the front of our packs. Simply because, we have nothing to hide.

We don’t use any lab-made or natural sounding chemical alternatives in our food, and we never need to use disclaimers.
Our philosophy is simple: rather than use the minimum amount of truth that is legally defensible, we want to become the world’s most trusted company by making the cleanest food ever and always sharing the whole truth about our food on the pack. You can see what this means here:  
But we do this well beyond our pack as well. Bad faith actors use the nuances and technicalities in food, fitness and nutrition to confuse people and prevent them from educated choices, so we go the other way. We help people understand the food they eat and what it does to their bodies better via content that is loved by 200K people.

Check us out at
IG:
&
YT:  
We pride ourselves on our truthful, collaborative & nurturing work culture, coalescing around the mission that inspires us daily. Learn more about our values here

About the role:

As the Brand Development Lead, you’ll help define what’s next for TWT and execute it end
to end.
This involves shaping the launch mix: learning the product with NPD (new product
development), bringing ideas alive on pack with our design partners and turning insights into
powerful narratives across touchpoints. And finally, this involves leading the journey from
concept to launch, ensuring each innovation hits the market with clarity and excitement.

Key Responsibilities:

1. Defining what’s next at TWT:
Our core insight is simple: half-truths are more dangerous than lies. And because the world of food is full of them, there are plenty of ideas on what we need to launch to bring out The Whole Truth. In that sense, we don’t suffer from lack of ideas - we suffer from too many good ones :) . You’ll help us prioritise, shape, chart the innovation pipeline and define what’s next here.

2. Leading Mix Development (Product + Pack + Proposition):
Below is what this entails:

● Product:
You’ll work with our NPD (new product development) to feed into and
understand the product in making.

● Bringing Communication to life:
You’ll listen to consumers and read the
market. And combine these insights with product learnings to craft clear,
compelling messaging and narratives for launch.

● Owning pack design with our design partners: you’ll work with our design
agency to bring the idea alive on the pack.

● Building the Business Case & P&L:
You’ll size the opportunity, build the P&L,
and make the case for what we launch (and what we don’t).

3. Execution of Go-to market:

● Driving End-to-End Launch Execution:
Orchestrating the journey from
ideation to launch in market. Working with production, supply chain and
website teams to make this happen.

● Leading the Go-to-Market Rollout:
You’ll oversee launch execution
across platforms - website, social, D2C, platforms; ensuring the
product lands with clarity and excitement.

Skills and qualifications:

● Passion for clean food: Values clean food and is excited to create it for the world :)

● Strategic thinking:
Ability to analyze and prioritize launch opportunities

● Consumer obsession:
Ability to understand the voice of consumer. Experience using
qualitative + quantitative insights to shape decisions on the launch mix

● Bias for action:
Thriving in a fast-paced, entrepreneurial setup where speed and
action matter

● Cross-functional leadership:
Comfort in working with multiple teams at once - NPD,
content, supply chain, production to land launches

● Communication and storytelling skills:
Ability to craft clear, compelling narratives,
strong written and verbal communication.

● Past experience in marketing (7-8 years) and innovations required