Head - Retail Marketing

Job Description:

Responsible for co-creating and executing retail marketing campaigns that are relevant to a premium jewellery brand, across all stores, bridging the Central Marketing Office and store operations - covering hyperlocal BTL events, ATL activities, collaborations and partnerships, visual merchandising, and customer engagements across the catchment of our stores.

Key Responsibilities:

Campaign & Brand Execution:

- Share sharp customer feedback, competition data and local requirements with the brand and digital marketing teams.

- Co-design and execute store-wise promotional calendars, brand campaigns, and promotional activities working closely with the Central Marketing Office on time.

- Align store-level execution with seasonal calendars - bridal, festive, anniversary, and new collection launches.

- Activate festive and wedding-season calendars locally - Onam, Pongal, Akshaya Tritiya, Ugadi, Dhanteras, regional wedding seasons - with creative localised by city.

- Monitor and track campaign performance: footfall conversion, sales uplift, redemption rates, and engagement levels.

- Prepare post-campaign analysis reports and share insights with the CMO and Operations team.

Visual Merchandising & Store Presentation:

- Define VM requirements per campaign; ensure timely briefs for displays, signage, window installations, and themed décor.

- Oversee in-store and out-of-store visual elements - showcases, spotlights, entrance branding, and illuminated signage.

- Maintain luxury brand aesthetics consistent with elegance, craftsmanship narrative, and collection storytelling.

- Ensure full store readiness prior to any major campaign, event, or collection launch.

BTL Activations:

- Plan and execute BTL activations - jewelry trials, live craftsmanship demos, trunk shows, and collection unveilings.

- Organize experiential events - bridal previews, festive gifting workshops, personalization studios, heritage showcases.

- Drive hyperlocal activations - residential society events, corporate gifting drives, temple/wedding venue activations, mall kiosks.

- Coordinate loyalty-linked promotions - exclusive member evenings, early access events, milestone rewards, and referral drives.

- Support personalized direct marketing: WhatsApp broadcasts, SMS campaigns, and invitation-only event communications.

- Track BTL ROI - footfall, lead conversions, event-attributed sales, and customer acquisition costs; report to CMO.

Local Tie-Ups & Market Research:

- Identify and initiate local brand tie-ups - wedding planners, bridal studios, premium car showrooms, malls, luxury hotels, and event companies.

- Coordinate with local media - print, radio, outdoor, and digital - for store-level and vernacular promotional placements in coordination with brand marketing team.

- Conduct competitor surveys, customer intercept studies, and media surveys to assess awareness and buying patterns.

- Negotiate cross-promotion deals - voucher exchanges, customer-list swaps, joint events - with measurable lead generation as the success metric.

Customer Relationship Management:

- Maintain and segment customer database - high-value clients, repeat buyers, and new walk-ins.

- Analyze purchase patterns and occasion-based buying behavior to enable personalized engagement.

- Collect and act on customer feedback to improve service levels and marketing effectiveness.

- Ensure strict Loyalty program execution at store level; referral campaigns and customer-bring-a-customer mechanics.

Cross-functional:

- Work with Brand Marketing on localising national campaigns for each store's catchment language and culture.

- Work with Digital Marketing on GMB, geo-targeted Meta / Google campaigns within each catchment - provide the catchment data, take responsibility for walk-in conversion.

- Work with Retail Operations on aligning store readiness with marketing calendar (store hygiene, VM, collaterals, POPs before any campaign goes live).

Qualifications & Experience:

- Bachelor's in Marketing / Business Administration; MBA or PG Diploma in Marketing preferred.

- 10+ years in marketing, with at least 5 years in retail: jewellery, luxury, or lifestyle brand and leading a retail marketing team, strongly preferred.

- Proven track record in multi-channel campaigns, BTL, collaborations and high-value customer engagement leading to growth in store footfalls and revenue.