Regional Marketing Manager

ORRA Fine Jewellery Marketing

Position: Regional Marketing Manager

Function: Marketing

Location: Bangalore & Delhi

Reports to: Head of Marketing

Experience: 4-8 years in regional / retail / trade marketing

About ORRA:

ORRA is one of Indias most respected premium diamond jewellery brands, with a legacy rooted in diamond craftsmanship spanning over a century. With a retail presence across major Indian cities, ORRA is known for its diamond heritage, distinctive design language and an uncompromising standard of quality. As the brand enters its next phase of growth, we are strengthening our marketing organisation to build a sharper, more distinctive and more desirable brand.

Role Purpose:

The Regional Marketing Manager is accountable for driving footfalls to 20+ ORRA 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 ORRA 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.

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:

- 4- 8 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.