Marketing Manager in Jewellery Industry- ATL/BTL

We are a leading name in the jewellery industry, known for our craftsmanship, heritage, and innovation. As we continue to expand our brand presence across markets, we are seeking an experienced Marketing Manager (ATL/BTL) to drive brand visibility and consumer engagement both online and offline.

The Marketing Manager will be responsible for planning and executing Above-The-Line (ATL) and Below-The-Line (BTL) marketing campaigns to enhance brand awareness, generate store footfall, and drive sales. This role requires a strategic thinker with hands-on experience in jewellery, luxury, or lifestyle brands.

Key Responsibilities:

ATL Marketing:

• Develop and execute national and regional ATL campaigns across print, TV, radio, cinema, and outdoor.
• Coordinate with creative and media agencies for brand campaigns and media planning.
• Ensure brand consistency across all ATL touchpoints.
• Track campaign effectiveness through media metrics like TRP/GRP, reach, and recall.

BTL Marketing:

• Plan and implement BTL activities such as in-store events, exhibitions, store launches, roadshows, influencer-led activations, and customer engagement programs.
• Develop and manage POS materials, brochures, catalogs, and visual merchandising tools.
• Liaise with sales and retail teams to support store-level promotions and lead generation.

Strategic & Analytical:

• Analyze consumer trends and competitor activity to identify opportunities.
• Prepare and manage marketing budgets effectively.
• Track ROI of ATL/BTL campaigns and present performance reports.
• Collaborate with the digital team to ensure integrated campaigns across offline and online.

Vendor & Partner Management:

• Handle media buying and agency coordination.
• Negotiate with external partners for print, radio, OOH, and activation spaces.
• Manage vendor relationships for timely and quality execution of all deliverables.

Requirements:

• Bachelor’s degree in Marketing, Business, or related field; MBA preferred.
• 5–8 years of marketing experience, preferably in jewellery, luxury, fashion, or lifestyle sectors.
• Proven track record in managing ATL/BTL campaigns.
• Excellent understanding of consumer behavior in the premium/luxury segment.
• Strong leadership, negotiation, and communication skills.
• Willingness to travel for store activations, events, and market research.

Key Skills:

• ATL & BTL Campaign Execution
• Budget & Vendor Management
• Brand Positioning & Storytelling
• Visual Merchandising Understanding
• Event & Activation Management
• Consumer Insight & Market Research
• Excellent Communication & Team Coordination

Job Type: Full-time

Pay: ₹40,000.00 - ₹70,000.00 per month

Benefits:

• Cell phone reimbursement
• Health insurance

Work Location: In person