Head of Marketing Operations - Apparel Retail

storytellerstrategist

Core Priorities (must excel)

1. Narrative & Consumer Psychology

• Decode motivations, anxieties, and triggers of our customers; turn these into

  clear value propositions, offers, and creative angles

  that sell.
• Convert insights into

  story frameworks

  (hook tension resolution proof) for films, influencers, landing pages, and retail.

2. Design Taste & Output Quality (Jonathan Ive standard)

• Set and own the

  brand taste

  : typography, color, composition, pacing, negative space, craft portrayal.
• Act as

  final creative gate

  for hero assets. Nothing ships unless it meets the bar for elegance, clarity, and restraint.

Key Responsibilities (expanded)

A. Brand Story & Positioning

• Define the

  brand narrative system

  (origin, craft, purpose, promise, proof).
• Build a

  message hierarchy

  by audience/occasion; maintain a living

  brand lexicon

  (words we use/avoid).
• Map

  category codes vs. distinctive brand codes

  ; know when to break/borrow/design anew.

B. Consumer Insight & Psychology

• Run a

  lightweight research cadence

  : founder interviews, client fittings, floor walkthroughs, qual calls, and social listening.
• Translate findings into

  testable hypotheses

  (e.g., “antioxidation proof > finish claims for tier2 bridesmaids”).
• Use behavioral levers (

  social proof, authority, scarcity, loss aversion, effort justification

  ) ethically in ads and pages.

C. Creative Direction & Design Leadership

• Write

  cinematic briefs

  for videography/photo (beats, mood, palette, lens choices, texture, movement).
• Chair weekly

  taste reviews

  with designers/videographer; give frameaccurate feedback (composition, rhythm, grade).
• Maintain a

  Brand Bible

  : grid, type pairings, color ratios, craft closeups, retouching rules, motion grammar.

D. Performance Marketing & Experimentation

• Own Meta/Google strategy and execution initially; scale with specialists later.
• Build an

  alwayson testing program

  : concept hook format audience; move budget to winners quickly.
• Report on

  CAC, ROAS, MER, LTV

  with creativelevel insights (which hooks, scenes, copy lines drive payback).

E. Content Engine & Campaign Orchestration

• Annual/seasonal

  campaign calendar

  ; integrate films, influencers, PR, email/WA, retail moments.
• Turn one flagship shoot into

  multiformat assets

  (hero film, 6s cutdowns, stills, GIF loops, BTS).
• Partner with the fashion team to

  hero craft

  (embroidery, fabric, finish) without clutter.

F. Influencer, Partnerships & PR

• Build a

  creator slate

  (fit, reach, credibility); contract, brief, and attribute properly.
• Use

  editorial PR

  and

  offline events

  (trunk shows, masterclasses) to add authority and depth.

G. Digital Product, CRM & CX

• Own

  Shopify storytelling

  (LPs, collection narratives, A/B copy, UX microcopy).
• Design

  CRM journeys

  (welcome, education, drop, winback) with message sequencing tied to psychology.
• Set up measurement for

  creative watchtime, scrolldepth, story retention

  , not just clicks.

H. Team, Process & Vendors

• Hire and coach

  Tshaped

  creatives; build SOPs for brief draft critique ship.
• Select and manage

  bestfit vendors

  (production, colorists, stylists, PR) with clear quality criteria.

MustHave Skills

• Exceptional storytelling

  (briefs, scripts, copy) plus

  visual taste

  (type, layout, pacing, grade).
• Working grasp of

  behavioral science / consumer psychology

  applied to commerce.
• Handson with

  Meta/Google

  ; can run experiments endtoend.
• Clear, decisive feedback;

  framelevel

  direction for photo/film.
• Analytical rigor; turn data into

  creative decisions

  .

GoodtoHave

• Product marketing background; marketplace (Nykaa/Amazon) experience.
• SEO/organic playbook; basic UX design competency.

Tools

Meta Ads Manager, Google Ads, GA4, Looker/Sheets, Figma, Notion, Miro, Typeform/Hotjar, basic NVivo/Descript for qual notes, Premiere/Resolve familiarity for review.