Regional Marketing Manager-Leading Jewellery Retail Company-Delhi

Role Purpose

The Regional Marketing Manager is accountable for driving footfalls to 20+ stores in the region primarily by bringing new customers to the store, and by supporting the in-store sales team in tracking and re-engaging repeat buyers. The role translates national brand campaigns into the region, curates local activations and BTL programmes, executes core visual merchandising elements and builds micro-marketing strategies at store and catchment level to deliver footfall and walk-in goals.

Key Responsibilities

Footfalls and customer acquisition

• Own the regional footfall target – plan and execute marketing interventions that bring new customers into stores across the region.
  
• Build catchment-level marketing plans for each store: local outreach, society and corporate activations, partnerships, wedding-venue and event tie-ups.
  
• Monitor repeat buyers in partnership with the in-store sales teams – support them with data, communication tools and re-engagement campaigns (loyalty, referral, occasion- based outreach) to bring existing customers back.
  Activations and BTL
  
• Curate and execute regional activations and BTL campaigns – exhibitions, mall activations, wedding and festive-season programmes, local influencer and community events.
  
• Plan BTL media for the region – OOH, print, radio, cinema, local digital – within allocated budgets and aligned to the national media strategy.
  
• Measure every activation on footfalls, walk-ins, conversions and cost per walk-in; iterate based on results.
  

New store launches

• Plan and execute marketing for new store launches in the region – pre-launch buzz, launch events, local media, influencer and catchment outreach – to build awareness and drive early footfalls.
  
• Coordinate with the Head of Brand and Brand Manager on launch creative and assets, and with retail operations on launch readiness and post-launch momentum plans.
  

Regional Marketing Manager

National campaign extension

• Extend national ATL and digital campaigns to stores in the region – ensure timely, guideline-compliant rollout of campaign assets across store facades, in-store communication and local media.
  
• Adapt national campaigns to regional festivals, languages and bridal customs in coordination with the Head of Brand and Brand Manager.
  Visual merchandising and in-store experience
  
• Execute basic visual merchandising elements across stores – windows, in-store displays, campaign signage and launch dressing – to brand standard.
  
• Conduct regular store audits for brand presentation and campaign visibility; close gaps with store teams.
  Micro-marketing and insight
  
• Curate micro-marketing strategies at store and catchment level – store-specific offers, hyperlocal digital targeting, community programmes – to achieve footfall and revenue goals.
  
• Track competitor activity, local market trends and customer behaviour in the region; share insights with the central marketing team.
  
• Report regional marketing performance – footfalls, walk-ins, campaign ROI, budget utilisation – to the Head of Marketing on an agreed cadence.
  Stakeholder & Partner Management
  
• The role requires strong stakeholder management and close collaboration with Retail Operations, CRM, Visual Merchandising, Finance, and external agency partners.
  
• The role involves managing and coordinating external vendors, activation partners, media agencies, and event partners to ensure seamless execution of marketing initiatives.
  

Candidate Profile

• 3–6 years of experience in regional, retail or trade marketing – jewellery, luxury, fashion, consumer durables or premium retail preferred.
  
• Proven track record of driving store footfalls through activations, BTL campaigns and local marketing.
  
• Hands-on experience with events, exhibitions, mall activations and local media buying.
  
• Working knowledge of visual merchandising execution and retail marketing operations.
  
• Comfort with data – footfall tracking, campaign measurement, budget management.
  
• Strong on-ground network and willingness to travel extensively within the region; fluency in the regional language is an advantage.
  
• Graduate degree required; MBA in marketing preferred.
  

What Success Looks Like

• Consistent growth in store footfalls and new customer walk-ins across the region.
  
• Improved repeat-buyer visits through effective re-engagement support to store sales teams.
  
• Activations and BTL campaigns delivered on time, on budget, with measurable walk-in and conversion impact.
  
• National campaigns visible in every store within launch timelines, executed to brand standard.
  
• Store-level micro-marketing plans in place for every store in the region.