Job Description – Brand HR
Industry: D2C / E-commerce / Fashion & Apparel/Textile
Location: Surat, Gujarat
Department: Human Resources
Role: Brand HR
Employment Type: Full-Time
About our Company
Vastra Lady is a fast-growing D2C fashion company focused on building and scaling consumer brands. We are looking for a highly proactive Brand HR who can build a high-performance team, strengthen company culture, improve employee accountability, and support the management in scaling the organization.
This role is not limited to recruitment or attendance management. The Brand HR will act as a People & Performance Partner for the business.
Key Responsibilities
1. Recruitment & Talent Acquisition
- Understand manpower requirements from every department.
- Prepare clear Job Descriptions and hiring criteria for each role.
- Source candidates through LinkedIn, Naukri, Indeed, references, agencies and other channels.
- Conduct initial screening and coordinate department-level interviews.
- Build a strong talent pipeline for critical positions.
- Reduce hiring turnaround time.
- Maintain backup candidates for important roles.
- Ensure candidates match the company's performance-oriented culture, not just technical requirements.
Key departments may include:
- Performance Marketing
- Creative / Graphic Design
- Video Editing
- Brand Management
- Customer Support
- Operations
- Dispatch & Logistics
- Marketplace / E-commerce
- Finance & Accounts
- Procurement / Manufacturing Coordination
- Management roles
2. Employee Onboarding
- Create a structured onboarding process for every new employee.
- Ensure every employee receives:
- Job Description
- Responsibilities
- KPIs
- Reporting Manager
- Targets
- Company policies
- Probation expectations
- Conduct joining-day orientation.
- Coordinate required documents, agreements, NDA and employee records.
- Create 7-day, 30-day, 60-day and 90-day onboarding checkpoints.
3. KPI & Performance Management
Brand HR will work closely with management and department heads to ensure that every employee knows:
What is expected?
What is the target?
How will performance be measured?
Who is accountable?
Responsibilities include:
- Define measurable KPIs with department heads.
- Maintain employee performance scorecards.
- Conduct weekly/monthly performance reviews.
- Identify low performers early.
- Create Performance Improvement Plans (PIP).
- Track whether commitments given during reviews are actually completed.
- Reward high performers and recommend corrective action for consistently poor performers.
- Make performance data visible to management.
4. Accountability & Ownership Culture
A major responsibility of Brand HR will be to create an organization where:
Every task has an Owner + Deadline + Expected Result.
Brand HR should:
- Identify unclear roles and overlapping responsibilities.
- Ensure employees don't pass responsibility from one department to another.
- Follow up on unresolved employee/department issues.
- Escalate repeated delays to management.
- Ensure managers are taking ownership of their teams.
- Build a culture where problems are taken to closure.
5. Employee Engagement & Culture
- Build a positive but performance-driven work culture.
- Conduct regular employee one-to-one conversations.
- Understand employee concerns before they become resignation issues.
- Improve communication between management and employees.
- Conduct team engagement activities when required.
- Recognize top performers.
- Identify toxic behaviour, politics, lack of discipline or poor teamwork early.
- Maintain confidentiality while handling employee issues.
6. Employee Retention
- Track employee attrition.
- Identify why good employees leave.
- Conduct stay interviews with critical employees.
- Conduct structured exit interviews.
- Prepare monthly attrition analysis.
- Recommend salary corrections, role changes, career paths or other retention actions when justified.
7. HR Policies & Discipline
- Create and implement HR policies.
- Attendance and leave management.
- Office timing and discipline.
- Employee conduct.
- Probation policy.
- Notice period.
- Leave policy.
- Increment/appraisal policy.
- Warning and disciplinary processes.
- Exit and full-and-final process.
Ensure company policies are applied fairly and consistently.
8. Compensation & Appraisals
- Maintain employee salary data.
- Benchmark salaries for key positions.
- Coordinate appraisal cycles.
- Recommend increments based on:
- Performance
- KPI achievement
- Business contribution
- Market salary
- Behaviour and ownership
- Help create performance-linked incentive structures for suitable roles.
9. Learning & Development
- Identify skill gaps in employees.
- Coordinate internal or external training.
- Create training plans for managers and team members.
- Ensure newly hired employees receive role-specific training.
- Develop future team leaders internally instead of depending only on external hiring.
10. HR MIS & Management Dashboard
Prepare a weekly/monthly HR dashboard covering:
- Total employees
- New joiners
- Resignations
- Open positions
- Hiring TAT
- Employee attendance
- Probation employees
- Low performers
- High performers
- PIP employees
- Attrition %
- Department-wise manpower
- Pending hiring
- Employee grievances
- HR action points
Management should be able to understand the health of the organization from one dashboard.
Core KPIs for Brand HR
The Brand HR's performance can be measured through:
1. Critical position hiring TAT
2. New hire retention after 90 days
3. Employee attrition rate
4. High performer retention
5. Percentage of employees with clearly defined KPIs
6. Monthly performance review completion %
7. Employee attendance and discipline
8. PIP closure rate
9. Hiring quality
10. Employee engagement
11. HR issue resolution time
12. Department manpower fulfilment
13. Manager satisfaction with HR support
14. Employee productivity improvement
Ideal Candidate
- 3–7+ years of HR experience preferred.
- Experience in D2C, E-commerce, Retail, Fashion or a fast-growing startup is preferred.
- Strong recruitment capability.
- Strong understanding of KPI and performance management.
- Comfortable dealing directly with founders/management.
- Strong communication and people management skills.
- Should be confident handling difficult employee conversations.
- Data-driven and process-oriented.
- Should be proactive rather than waiting for instructions.
- High ownership and execution ability.
We Do NOT Want
A candidate who believes HR is only responsible for:
- Attendance
- Payroll coordination
- Birthday celebrations
- Recruitment calls
- Documentation
We are looking for someone who thinks:
“How can I build a stronger team that helps Vastra Lady grow faster?”
What Success Looks Like
Within the first 90 days, the Brand HR should aim to ensure:
- All employee roles are clearly defined.
- Every important employee has measurable KPIs.
- Recruitment pipeline is structured.
- Critical vacancies are being filled faster.
- Performance reviews are happening consistently.
- Low performers are identified.
- High performers are recognized and retained.
- Employee grievances are tracked to closure.
- HR policies and documentation are standardized.
- Management receives a clear HR dashboard every week/month.
- Department heads become more accountable for their teams.
Reporting
Reports To: Founder / CEO / Management
The Brand HR will work closely with all department heads and act as the bridge between Management, Managers and Employees.
Primary Mission
Build the right team, put the right person in the right role, define measurable expectations, retain high performers and create a high-accountability culture that supports Vastra Lady's growth.
Pay: ₹40,000.00 - ₹50,000.00 per month
Work Location: In person
