Head - Marketing - Handcrafted Fashion Jewelry Startup

About Our Client:

Our client is a premium handcrafted jewelry brand that curates unique pieces from across the globe, each designed to evoke emotion and tell a story.

In addition to its in-house collections, the brand has launched its own marketplace to support and showcase other homegrown jewellery labels.

With a strong belief in the emotional and generational value of jewellery, the brand focuses on pieces that are meaningful and heirloom-worthy.

It has been featured in leading fashion publications such as Cosmopolitan, Elle, and Harpers Bazaar, and is a favorite among celebrities and top-tier digital influencers.

Job Description:

We are seeking a dynamic and strategic Head of Marketing to lead brand and growth initiatives across digital and offline channels.

Key Areas of Responsibilities:

Brand Strategy & Positioning

- Define and maintain a luxury, design-forward, and culturally rooted brand identity across all platforms.

- Ensure cohesive storytelling through visuals, tone, and messaging across digital and offline channels.

- Strengthen brand presence in domestic and international markets.

Revenue & Sales Growth

- Own and drive online revenue targets through strategic marketing initiatives.

- Improve key eCommerce metrics: AOV, conversion rate, cart abandonment, and bounce rate.

- Analyze website drop-off points and coordinate with tech/design teams to enhance user experience.

Performance Marketing & ROI

- Lead paid campaigns across Meta, Google, YouTube, and other platforms with a focus on CAC and ROAS.

- Leverage A/B testing, analytics, and performance insights to optimize campaigns.

- Ensure daily/weekly performance tracking with internal teams and external agencies.

Campaign Planning & Execution

- Plan and execute 360 campaigns for launches, festivals, sales, and collaborations.

- Coordinate with creative teams and external partners for timely and impactful rollouts.

- Align campaign goals with sales targets and measure outcomes.

Website, CRM & Retention

- Collaborate with UI/UX and tech teams to optimize website flow and reduce drop-offs.

- Manage CRM tools and lead targeted email/SMS marketing efforts.

- Build loyalty programs and boost Customer Lifetime Value (CLV) through retention strategies.

Influencer Marketing & PR

- Strategize and execute influencer campaigns (barter, gifting, paid) in line with brand positioning.

- Develop strong relationships with stylists, creators, and PR agencies.

- Drive media placements, brand features, and collaborative projects.

Content & Communication

- Approve and oversee all content across channels: social media, website, emailers, blogs, ads.

- Ensure brand storytelling is engaging, consistent, and aligned with the target customer.

- Work closely with design and communication teams for high-quality visual output.

Team Leadership & Collaboration

- Lead and mentor the marketing team across performance, content, design, and communication.

- Set monthly KRAs and conduct regular performance reviews.

- Foster a culture of ownership, creativity, and accountability.

Customer Journey Analysis & Optimization

- Use tools like Google Analytics and Shopify to track customer behavior across the funnel.

- Identify and address friction points in the buying journey.

- Monitor and enhance on-site engagement, from landing to checkout.

Budget Management & Reporting

- Plan and manage monthly and annual marketing budgets across all channels.

- Track spend vs.

- ROI to ensure budget efficiency.

- Share performance reports, traffic trends, and actionable insights with leadership.

Strategic Partnerships & Offline Activations

- Identify and lead brand-aligned collaborations with designers and partner platforms.

- Plan pop-ups, store events, and offline brand activations.

- Work with mall marketing teams to boost visibility and footfall.

Requirements: