Digital Marketing Manager

Ics Realty; Patna; On-site; INR 600,000 - 900,000; Full time

Job summary

Pioneer Property Zone (PPZ) invites applications for the role of Assistant Manager - Digital Marketing at Bailey Square Mall, Patna. You will plan and execute the mall's digital marketing strategy to increase footfall, engagement, and tenant participation.

You will manage social media, performance marketing, influencer partnerships, content, CRM communication and online reputation. The role demands 4–6 years in digital marketing within retail or real estate.

Qualifications

• Graduate/MBA/PGDM in Marketing, Digital Marketing or related discipline.

Responsibilities

• Plan, execute and optimise mall digital marketing campaigns across platforms.
• Manage social media across Instagram, Facebook, YouTube, LinkedIn and others.
• Coordinate with agencies and vendors for content, influencers and media buys.
• Track KPIs and prepare weekly/monthly performance reports.

Skills

Digital Marketing Strategy

Social Media Marketing

Influencer Marketing

Content Marketing

CRM Marketing

Analytics & Reporting

Campaign Optimisation

Audience Targeting

Education

MBA/PGDM in Marketing

Tools

Meta Ads Manager

Google Ads

Google Analytics

SEO/SEM

Job description

JOB DESCRIPTION

Assistant Manager Digital Marketing

Company: Pioneer Property Zone (PPZ)
Project: Bailey Square Mall, Patna
Department: Marketing
Location: Patna, Bihar
Designation: Assistant Manager - Digital Marketing
Experience: 4-6 Years
Reporting To: Centre Director / Head - Marketing

ROLE PURPOSE

The Assistant Manager - Digital Marketing will be responsible for planning and executing the digital marketing strategy for Bailey Square Mall, Patna, with the objective of increasing mall footfall, customer engagement, brand visibility, tenant participation and digital reach.

The role will manage social media, performance marketing, influencer marketing, content, CRM communication, online reputation and digital promotions for mall events, campaigns and retail brands.

KEY RESPONSIBILITIES

1. Digital Marketing Strategy

• Develop and execute monthly and quarterly digital marketing plans for the mall.


• Create digital strategies aligned with mall footfall, revenue and brand-positioning objectives.


• Plan digital campaigns for festivals, events, launches, promotions and special occasions.


• Identify new digital platforms and trends relevant to the Patna consumer market.

2. Social Media Management

• Manage the mall's presence across Instagram, Facebook, YouTube, LinkedIn and other relevant platforms.


• Develop and maintain a monthly content calendar.


• Drive engaging content including:
  
  
  
  
  • Reels
  
  
  • Stories
  
  
  • Videos
  
  
  • Posts
  
  
  • Customer-generated content
  
  
  • Influencer content
  
  
  • Brand/tenant promotions
  
  
  • Event promotions
  
  
  
  


• Increase followers, engagement, reach and online community participation.


• Monitor comments, messages, reviews and customer interactions.

3. Performance Marketing

• Plan, execute and optimise paid campaigns across Meta, Google, YouTube and other relevant digital platforms.


• Develop campaigns to generate measurable increases in mall awareness, event participation and footfall.


• Manage campaign budgets and optimise CPC, CPM, CTR, CPL, reach, engagement and ROAS/ROI.


• Conduct audience targeting, retargeting and A/B testing.


• Track campaign performance and continuously optimise media spends.

4. Content & Creative Management

• Develop creative concepts for mall campaigns, events, offers and tenant promotions.


• Coordinate with graphic designers, photographers, videographers and creative agencies.


• Ensure timely delivery of digital creatives and campaign assets.


• Maintain consistency in Bailey Square Mall's brand identity and communication.


• Plan professional photo/video shoots for events, stores and campaigns.

5. Influencer & Blogger Marketing

• Identify and build relationships with relevant Patna-based influencers, bloggers, creators and digital communities.


• Plan influencer collaborations for mall events, launches, festivals and campaigns.


• Negotiate deliverables and coordinate influencer activities.


• Track influencer campaign reach, engagement and footfall impact.


• Develop long-term influencer/community partnerships.

6. Mall Events & Digital Promotions

• Develop digital campaigns for mall events, exhibitions, festivals, concerts, activations and promotional activities.


• Create pre-event, live-event and post-event digital communication plans.


• Drive registrations and participation through digital platforms.


• Cover live events through Stories, Reels, Live sessions and other formats.


• Develop post-event content to maximise campaign visibility.

7. Tenant & Brand Collaboration

• Coordinate with mall tenants to promote their offers, launches and special promotions digitally.


• Develop co-branded digital campaigns with key retailers, F&B and entertainment brands.


• Encourage tenants to participate in mall-wide campaigns.


• Collect offers, promotional information and creative requirements from tenants.


• Ensure timely communication of tenant campaigns across mall digital channels.

8. CRM & Customer Engagement

• Support customer engagement through WhatsApp, SMS, Email and other CRM channels.


• Develop targeted campaigns for customer offers, events and promotions.


• Coordinate with the loyalty/CRM team for customer database activation.


• Support initiatives aimed at increasing repeat visits and customer engagement.

9. Website, SEO & Online Reputation

• Manage regular updates to the mall website and digital listings.


• Ensure events, offers, stores and important announcements are updated on digital platforms.


• Support SEO initiatives to improve the mall's online visibility.


• Monitor and manage Google/online reviews and customer feedback.


• Coordinate with relevant teams to address negative reviews and customer concerns.

10. Analytics & Reporting

• Track and analyse digital marketing performance using Google Analytics, Meta Business Suite/Ads Manager and other reporting tools.


• Prepare weekly and monthly digital marketing reports.


• Track:
  
  
  
  • Social media reach
  
  
  • Followers
  
  
  • Engagement rate
  
  
  • Video views
  
  
  • Website traffic
  
  
  • Campaign impressions
  
  
  • CTR
  
  
  • CPC/CPM
  
  
  • Leads/registrations
  
  
  • Influencer performance
  
  
  • Campaign ROI/ROAS
  
  
  • Event participation
  
  
  
  


• Provide actionable insights and recommendations to management.

11. Agency & Vendor Management

• Manage external digital, creative, influencer, photography and video agencies.


• Brief agencies on campaign objectives and deliverables.


• Monitor timelines, quality and campaign execution.


• Ensure optimum utilisation of the digital marketing budget.

KEY PERFORMANCE INDICATORS (KPIs)

• Growth in digital reach and engagement


• Social media follower growth


• Video/Reel views and engagement


• Digital campaign ROI/ROAS


• Cost per click / cost per engagement


• Website traffic and online visibility


• Event registrations and participation generated through digital channels


• Influencer campaign performance


• Tenant participation in digital campaigns


• Customer engagement and CRM response


• Contribution of digital campaigns towards mall footfall growth

CANDIDATE PROFILE

• Graduate/MBA/PGDM in Marketing, Digital Marketing, Mass Communication or related discipline.


• 4-6 years of relevant experience in Digital Marketing.


• Experience in Shopping Mall, Retail, Hospitality, Real Estate, Lifestyle or Entertainment will be preferred.


• Hands-on knowledge of:
  
  
  
  • Meta Ads Manager
  
  
  • Google Ads
  
  
  • Google Analytics
  
  
  • SEO/SEM
  
  
  • Social Media Marketing
  
  
  • Influencer Marketing
  
  
  • WhatsApp/CRM Marketing
  
  
  • Content Marketing
  
  
  
  


• Strong understanding of digital performance metrics and campaign optimisation.


• Excellent communication and agency/vendor management skills.


• Strong creative thinking combined with a data-driven approach.


• Ability to work in a fast-paced mall environment, including weekends/events when required.

IDEAL CANDIDATE

A creative, digitally savvy and result-oriented marketing professional who can build Bailey Square Mall's digital presence, create strong online communities and convert digital engagement into actual mall visits, event participation and tenant business growth.