• Branding Manager Competency Framework
• 1. Core Technical Competencies

Competency	Description	Proficiency Level (Manager)	Behavioral Indicators
Strategic Positioning	Defining the USP and market fit.	Level 4: Strategic	Translates market research into a unique brand voice that differentiates the company from competitors (e.g., Noon vs. Amazon).
Visual Identity & Governance	Managing design & guidelines.	Level 4: Expert	Ensures 100% brand consistency across all digital touchpoints (App, Web, Social, Packaging). Acts as the "Brand Police."
Performance Branding	Linking awareness to sales.	Level 3: Data-Driven	Uses tools (GA4, Meta Pixel) to track how brand campaigns impact the "conversion funnel" and Customer Acquisition Cost (CAC).
Creative Storytelling	Content, Video, & Social.	Level 4: Creative	Leads the production of "thumb-stopping" content. Can turn a boring product feature into an emotional story.
PR & Reputation Management	External Comm & Image.	Level 3: Proactive	Manages external agencies and handles brand "crises" (e.g., negative viral trends) with speed and diplomacy.

2. Behavioral & Soft Skills (The "Agile" Factor)

Competency	Why it matters in E-commerce	Behavioral Indicators
Agility & Speed	E-commerce moves daily.	Pivots brand messaging quickly during "Mega Sales" (e.g., Black Friday) without losing quality.
Stakeholder Influence	Getting buy-in for "invisible" branding.	Can convince the Operations or Finance teams that "Brand Equity" is as important as "Daily Orders."
Customer Centricity	The brand is what the customer says it is.	Obsessively monitors customer feedback and social mentions to adjust the brand tone.

• Key Performance Indicators (KPIs)
• To hold this manager accountable, these are the suggested metrics:

• 1. Brand Awareness: Increase in "Direct" and "Organic Search" traffic (people searching for the brand by name).

  2. Brand Sentiment: Improvement in positive mentions vs. negative mentions on social media.

  3. Share of Voice (SOV): The percentage of the "online conversation" the brand owns compared to competitors.

  4. Conversion Rate from Brand Campaigns: Measuring how "Top of Funnel" awareness ads eventually lead to "Bottom of Funnel" sales.

  5. Brand Consistency Score: Audit results of all marketing assets (checking if they follow the Brand Book).

4. Recommended Tools for this Manager

• Design/Visuals: Canva (for fast edits), Adobe Creative Cloud (for oversight).

• Analysis: Google Analytics, Brandwatch (Social Listening), or Mention.

• Agility: Trello/Asana (to manage creative workflows at speed).

Key Responsibilities

Content Strategy & Creative Direction

• Develop and own the content strategy and creative roadmap aligned with brand positioning and seasonal fashion calendars.

• Translate brand identity into consistent, playful, and emotionally engaging content suitable for kids wear.

• Lead creative concepts for campaigns, launches, and promotions (seasonal collections, back-to-school, holidays, sales).

• Ensure all content reflects brand tone, visual identity, and child-safe communication standards.

Content Creation & Execution

• Oversee the creation of digital, social, and in-store content including:

  • Photoshoots (kids, family, lifestyle)

  • Video & short-form content (Reels, TikTok, YouTube Shorts)

  • Campaign key visuals

  • Website & e-commerce content

  • POSM and in-store visuals

• Collaborate with stylists, photographers, videographers, designers, and copywriters.

• Review, edit, and approve all creative outputs before publication.

Team Leadership & Collaboration

• Lead and mentor the content and creative team (designers, content creators, videographers, freelancers).

• Coordinate closely with Brand, Marketing, Social Media, E-commerce, and Visual Merchandising teams.

• Manage creative agencies and external production partners when required.

• Ensure timelines, budgets, and deliverables are met efficiently.

Fashion, Retail & Kids Market Understanding

• Stay updated on kids fashion trends, colors, fabrics, patterns, and global retail benchmarks.

• Ensure content aligns with retail needs (store traffic, conversion, promotions).

• Create content that appeals to both parents (buyers) and kids (users).

• Adapt content for different retail channels (online, stores, malls, kiosks).

Campaigns & Activations

• Lead creative execution for 360° campaigns (digital, social, in-store, outdoor, events).

• Support brand activations, store openings, mall events, and seasonal promotions.

• Ensure content supports sales objectives and merchandising priorities.

Performance & Optimization

• Track and analyze content performance across platforms.

• Optimize creative direction based on engagement, reach, CTR, and conversion metrics.

• Use insights to continuously improve storytelling, visuals, and formats.

Required Skills & Qualifications

Experience

• 5–8 years of experience in content creation or creative leadership.

• Strong background in fashion retail (kids wear is a strong advantage).

• Experience managing creative teams and agencies.

Skills

• Strong creative vision with hands-on execution ability.

• Deep knowledge of social media platforms, especially Instagram & TikTok.

• Understanding of fashion shoots, styling, and storytelling.

• Excellent communication, leadership, and presentation skills.

• Ability to manage multiple projects in a fast-paced retail environment.

• Strong eye for detail, aesthetics, and brand consistency.

Tools

• Adobe Creative Suite (Photoshop, Illustrator, Premiere).

• Content planning and collaboration tools.

• Understanding of basic analytics and performance tracking.

Key Competencies

• Creative leadership & innovation

• Fashion & trend awareness

• Storytelling for kids & families

• Team management & collaboration

• Commercial & retail mindset

• Time & project management

To develop and manage social media content and campaigns, driving engagement, brand awareness, and follower growth. The Social Media Specialist will manage multiple platforms, curate engaging content, and analyze performance metrics to enhance the company’s online presence.

The Marketing Manager for Fashion Retail is responsible for developing and executing strategic marketing plans to promote the brand, increase customer engagement, and drive sales in the highly competitive fashion industry. This role involves overseeing all aspects of marketing, including digital campaigns, social media, content creation, influencer partnerships, and in-store promotions. The Marketing Manager collaborates closely with the merchandising, sales, and creative teams to ensure a cohesive brand message across all channels.