Marketing Head

KEY RESPONSIBILITIES

1. Brand Strategy

Develop and execute the long-term Banwarilal Chandiwala brand strategy.

Responsible for:

* Brand positioning

* Brand identity

* Brand messaging

* Communication strategy

* Consumer perception

* Brand awareness

* Brand differentiation

* Campaign architecture

Build a clear answer to:

Why should a customer choose Banwarilal Chandiwala over a traditional jewellery store?

Ensure all communication consistently reflects the brands core positioning around:

Silver • Purity • Trust • Heritage • Experience • Variety • Modernity

2. Marketing Strategy

Create an annual and quarterly marketing plan covering:

* Brand campaigns

* Product campaigns

* Festival campaigns

* Offer campaigns

* New collection launches

* Store launches

* Franchise launches

* Local marketing

* Digital marketing

* Influencer marketing

* PR

* Outdoor advertising

* Performance marketing

* Customer retention

Create a structured 12-month Marketing Calendar.

3. Digital Marketing

Take ownership of the digital presence of the brand.

Platforms

* Instagram

* Facebook

* YouTube

* Google

* WhatsApp

* Website

* Google Business Profile

* Other relevant platforms

Develop a strong content strategy around:

* Jewellery

* Silver lifestyle

* Silver investment

* Product education

* Customer stories

* Store experience

* Behind-the-scenes

* Founder story

* Brand heritage

* New collections

* Offers

* Festivals

* Franchise expansion

The goal should be to make the brand highly visible and highly shareable.

4. Social Media Growth

Build Banwarilal Chandiwala into a strong social media brand.

Own:

* Content calendar

* Reels

* Product shoots

* Campaign videos

* Educational content

* Influencer collaborations

* Customer-generated content

* Festival content

* Trend-based content

Track:

* Followers

* Reach

* Engagement

* Video views

* Shares

* Saves

* Leads

* Website visits

* Store visits generated through social media

5. Performance Marketing

Develop a measurable customer acquisition engine.

Manage:

* Meta Ads

* Google Ads

* YouTube Ads

* Local digital advertising

* Lead-generation campaigns

* Retargeting

* WhatsApp campaigns

Track:

Marketing Spend Leads Store Visits Customers Sales ROI

The Head of Marketing must be highly data-driven.

Marketing cannot be evaluated only on likes and followers.

6. Franchise Marketing

This will be one of the most important responsibilities.

Build a Franchise Marketing System that can be replicated for every new outlet.

For every franchise launch, create a structured:

90-Day Launch Plan

Pre-launch

* Teasers

* Location announcement

* Construction updates

* Brand awareness

Launch

* Outdoor

* Digital

* Influencers

* PR

* Local events

* Opening campaign

Post-launch

* Customer acquisition

* Retargeting

* Offers

* Product campaigns

* Repeat customer campaigns

Provide franchisees with ready-to-use:

* Social media creatives

* Videos

* Posters

* Newspaper ads

* Outdoor creatives

* WhatsApp creatives

* Influencer briefs

* Launch calendar

* Local marketing plan

7. Local Area Marketing

Every showroom should dominate its local catchment.

Develop a local marketing playbook covering:

* Outdoor advertising

* Hoardings

* Unipoles

* Newspaper

* Radio

* Local influencers

* Society marketing

* Corporate tie-ups

* Events

* Wedding-related marketing

* Local partnerships

* Google Maps

* WhatsApp marketing

The Head of Marketing should determine the right marketing mix based on the city’s customer profile.

8. New Store Launches

Work closely with the Franchise and Retail Operations teams.

Own the marketing side of every new store opening.

Before Opening

* Launch strategy

* Teaser campaign

* Location awareness

* Digital campaigns

* Influencer planning

* PR planning

* Outdoor planning

Opening Week

* Grand opening campaign

* Influencer activation

* Event coverage

* Social media coverage

* Local media

* Customer offers

After Opening

* Retargeting

* Customer acquisition

* Product campaigns

* Reviews

* Repeat purchase campaigns

9. Campaign Development

Create high-impact campaigns for:

* Akshaya Tritiya

* Diwali

* Dhanteras

* Raksha Bandhan

* Karwa Chauth

* Wedding season

* Independence Day

* Republic Day

* Valentine’s Day

* Mother’s Day

* Father’s Day

* Regional festivals

* Brand anniversary

* Store anniversaries

Campaigns should have a clear:

Big Idea Offer/Product Creative Media Plan Store Activation Measurement

10. Influencer & Celebrity Marketing

Develop a structured influencer strategy.

Manage:

* Micro influencers

* Local influencers

* Jewellery creators

* Lifestyle creators

* Regional celebrities

* National celebrities

Negotiate commercial terms and evaluate collaborations based on measurable outcomes.

The candidate should understand that celebrity visibility is valuable, but celebrity spend must have a strategic purpose.

11. PR & Brand Reputation

Build strong media visibility for Banwarilal Chandiwala.

Develop relationships with:

* Newspapers

* Business media

* Jewellery media

* Digital publications

* Local media

* Regional media

* Television

* Influencers

Generate PR around:

* New stores

* Franchise expansion

* Business milestones

* New collections

* Unique silver products

* Brand achievements

* Founder story

* Customer initiatives

12. Customer Database & CRM Marketing

Build a customer retention engine.

Develop campaigns for:

* Existing customers

* VIP customers

* High-value customers

* Wedding customers

* Festival customers

* Repeat buyers

* Inactive customers

Use:

* WhatsApp

* SMS

* Email

* Calling

* Personalised offers

* New collection alerts

* Birthday/anniversary communication

The objective is to increase:

Repeat Purchase + Customer Lifetime Value

13. Marketing Technology & Analytics

Implement a central marketing dashboard.

Track:

* Marketing spend

* Leads

* Cost per lead

* Store visits

* Customer acquisition cost

* Sales generated

* ROAS

* Campaign ROI

* Digital growth

* Franchise marketing performance

Marketing decisions should be based on data rather than assumptions.

14. Creative Team Management

Lead the internal creative team and external agencies.

Manage:

* Graphic designers

* Video editors

* Photographers

* Content creators

* Social media team

* Agencies

* Influencers

* Media partners

Set clear creative briefs and deadlines.

Ensure all communication follows Banwarilal Chandiwala’s brand guidelines.

15. Marketing Budget

Prepare and manage the annual marketing budget.

Allocate spending across:

* Brand building

* Performance marketing

* Digital

* Outdoor

* Print

* Influencers

* PR

* Events

* Franchise launches

* Content production

Review marketing ROI monthly.