Deputy General Manager - Integrated Marketing

Nykaa; Mumbai; On-site; INR 3,500,000 - 6,000,000; Full time

Job summary

Nykaa Beauty seeks a senior leader to drive integrated marketing strategy and cross-channel campaigns. You will own planning, execution, and performance across organic and paid channels, collaborating with internal teams and external partners to accelerate brand growth and customer engagement.

The role demands strategic thinking, executional excellence, and the ability to mentor a high-performing team in a fast-paced, growth-focused environment.

Qualifications

• Experts in integrated marketing, brand strategy and campaign management.
• Proven track record leading multi-channel campaigns across digital and offline.
• Experience with budgets, reporting and cross-functional coordination.
• Strong leadership, stakeholder management and analytical skills.

Responsibilities

• Own end-to-end planning and delivery of flagship marketing campaigns and IPs.
• Manage external agencies and internal partners to deliver campaigns on time.
• Drive collection and analysis of campaign performance against KPIs.
• Lead team, set targets, and build a culture of accountability and creativity.
• Develop opportunities for brand partners including ROI modeling and pricing.

Skills

Strategic leadership

Integrated marketing

Multi-channel campaigns

Budget management

Analytics & measurement

Stakeholder management

Job description

As SM/DGM – Integrated Marketing for Nykaa’s Beauty Team, you will lead the strategy, execution, and performance of high-impact, cross-channel campaigns aimed at accelerating brand growth and customer engagement. This includes delivering AOP-aligned brand marketing programs for Nykaa and other IPs.

This role demands deep collaboration across functions and external partners, with a strong focus on strategic planning, executional excellence, team leadership, and measurable impact across organic and paid channels.

Key Responsibilities :

• Own end-to-end planning and delivery of flagship marketing campaigns and IPs in line with AOP.
• Create opportunities for brand partners: model investment, pricing, ROI, and value-add.
• Manage full-stack campaign execution: brief, content planning, media mix, performance, and post-campaign analysis.
• Ensure consistency and impact across organic and paid channels.

2. Channel Growth & Performance Marketing

• Drive performance of upper funnel and conversion metrics across web and app.
• Set targets and strategies to scale organic and paid growth.
• Align with digital performance teams to ensure integrated execution.

3. Stakeholder Management & Strategic Alignment

• Build structured processes to gain inputs and insights from:
• Internal: Category, Brand, Owned Brands, CRM, CLM, Onsite, Performance teams.
• External: Brand partners and agency collaborators.
• Proactively share campaign performance reports (targets vs. actuals).
• Build and own the team prioritisation matrix based on business impact and resource planning.
• Manage all external creative and media agencies involved in campaign delivery (e.g. Young Gun, WLD, RepIndia).
• Drive timelines, reviews, and alignment to campaign KPIs.
• Build a review rhythm with all external partners to ensure timely delivery and feedback.
• Lead and mentor a high-performing integrated marketing team.
• Set clear targets and outcomes for the year with regular check-ins and feedback.
• Build a culture of accountability, creativity, and transparency.
• Hire and nurture talent; lead capability building, career conversations, and team growth plans.
• Guide team on maintaining consistency in messaging, goals, and execution.

6. Campaign Performance & Management

• Drive measurable outcomes on:
• Campaign volume, reach, revenue, and engagement.
• KPIs like clicks, app installs, leads generated, etc., based on campaign type.
• Lead campaign asset development, media planning, scheduling, budget/spend tracking, and post-campaign analysis.
• Maintain centralized campaign trackers and ensure real-time visibility of campaign progress and outcomes.
• Deliver unique content partnerships and marketing innovations to differentiate brand storytelling.
• Establish Nykaa Beauty as a thought leader in digital-first beauty campaigns

Knowledge and Skill / Qualification Requirements :

• 10–12 years of experience in integrated marketing, brand strategy, or campaign management in beauty, lifestyle, or digital-first brands.
• Proven track record of leading multi-channel campaigns across digital and offline.
• Experience in handling campaign budgets, reporting, and cross-functional coordination.
• Strong leadership, stakeholder management, and analytical skills.
• Ability to work in a fast-paced, high-growth environment with multiple moving parts.
• Passion for beauty and customer-centric storytelling.