What’s in a Brand?

At GlobalBees, we’ve been acquiring brands at a fast clip. With every brand, we get the opportunity to work with an awesome team that built the brand from when it existed in the founder’s thoughts.

Building a brand is tough. Building a brand that will withstand the test of time is way tougher.

Besides being a unique identity of a business, a brand is a promise for what the consumer will experience from the business. This promise needs to be delivered consistently across all areas of the business to help build trust and loyalty. 

A brand is a psychological relationship between a business and a customer.

Unlike a large company with a well-oiled marketing department, at a startup, the early team ends up building the brand’s personality, its character and essence. Mostly, the founder plays a key role in building the brand. 

What happens when a founder takes a full exit in a GlobalBees brand acquisition?

Enter the Brand CEO. This person takes up the reins from the founder to drive the brand forward.

Unlike leading FMCG companies wherein a new brand manager can come in and take the brand forward, in this case, the brand doc seldom exists but the brand essence is captured across various touchpoints and the product experience. Sometimes, there’s an agency on board that has encapsulated all that the brand stands for in a document. But that’s the time that we are lucky!

The lack of a document doesn’t mean that the brand is not a well oiled machine. At GlobalBees we acquire companies that have gained significant traction where consumers love the product.

The incoming Brand CEO, therefore, spends considerable time with the founder to understand the soul of the brand and the company’s assets. 

What does a Brand CEO do?

TLDR: Takes ownership of the brand and manages the PnL.

The Brand CEO is the leader that the team now works with to drive the company faster with the GlobalBees infrastructure. He/She works closely with various experts at GlobalBees to:

• Drive the product strategy
• Build momentum in topline
• Create efficiencies in operations

A brand CEO is an awesome opportunity for someone to run a complete organization, and learn how to build for scale. This brings us to the question…

Before someone becomes a Brand CEO at GlobalBees, what is she/he doing in their career?

Brand CEOs at Globalbees are typically folks who

• Have run a D2C company and have a ton of learnings
• Have driven growth at startups and have a good understanding of marketing and operations
• Are working in large FMCG/D companies and have seen how processes can help drive scale
• Some of them are management consultants for the past 3-4 years and have solved different problems

Essentially, these are folks who are fast learners, have had an interesting experience or have driven growth with limited resources. They don’t bother much what their LinkedIn profile says but are more concerned about how to build an awesome team that has a good mix of hustle and innovation

They have around 5-6 years of experience. Yup! We want young high performers.

How do you apply?

Write a one-pager telling us about your story that covers your successes and failures (even better). A note that helps us understand your learning. You can reach out to us via your network or email us at careers@globalbees.com

We do NOT want your resume. 

What's in a brand?

The team.