Key Responsibilities

1. Business & Strategic Ownership

• Own the brand from a commercial and strategic perspective, not only marketing.

• Translate brand vision into annual and mid-term business plans.

• Define growth priorities across revenue streams (retail, services, products, community, membership, event, workshop, collaboration, etc).

• Identify and execute levers to improve:

• Revenue growth

• Gross margin

• Cost efficiency

• Customer retention and lifetime value

2. Brand Strategy & Stewardship

• Develop and safeguard Pet All’s brand DNA, positioning, and long-term direction.

• Ensure brand consistency across:

• Store experience

• Product assortment

• Pricing & promotion logic

• Communication and content

• Act as the final decision-maker on brand alignment.

3. Marketing Strategy & Execution

• Develop and execute annual and campaign-based marketing plans.

• Oversee both online and offline marketing initiatives.

• Ensure marketing efforts are commercially driven and measurable.

• Connect marketing activities directly to sales performance and operational capacity.

4. Product, Pricing & Promotion Strategy

• Understand product mix, contribution margin, and category performance.

• Design pricing strategies that balance:

• Brand positioning

• Market competitiveness

• Margin sustainability

• Create promotion frameworks that drive meaningful behavior without eroding brand equity or profitability.

5. Operational & System Understanding

• Possess a strong understanding of end-to-end operations:

• Store operations

• Inventory and supply flow

• Service delivery

• Backend systems

• Identify operational bottlenecks and propose scalable solutions.

• Collaborate effectively with Operations, Finance, and Supply Chain teams.

6. Financial Acumen & P&L Ownership

• Read, interpret, and manage P&L statements and financial projections.

• Monitor cost structure, marketing ROI, and breakeven logic.

• Develop corrective action plans to close performance gaps.

• Demonstrate practical understanding of accounting principles relevant to business decision-making.

7. Reporting & Performance Management

• Produce clear, decision-ready reports for management.

• Translate data into insights, actions, and next-step recommendations.

• Ensure transparency across performance, risks, and opportunities.

8. Leadership & People Management

• Lead and coordinate cross-functional teams.

• Set clear direction, priorities, and accountability.

• Act as a strong brand representative internally and externally.

• Demonstrate maturity, ownership, and the ability to make tough decisions.

Qualifications

Required

• Proven experience in brand, marketing, or business leadership roles.

• Strong business mindset with hands-on execution capability.

• Experience building and executing business or marketing plans.

• Comfortable working with financial data and performance metrics.

• Excellent communication and stakeholder management skills.

• Ability to operate independently with high accountability.

Preferred

• Background in retail, FMCG, service, or multi-location businesses.

• Experience working closely with founders or executive leadership.

• Exposure to scaling or turnaround situations.

• Experience managing cross-functional teams.