Marketing Manager

Blu Diamonds London; Mumbai; On-site; INR 900,000 - 1,300,000; Full time

Job summary

Blu Diamonds London seeks a dynamic Marketing Manager to develop and execute integrated marketing strategies for its Mumbai market. The role covers ATL and BTL campaigns, events, and retail activations to strengthen brand presence, boost store footfall and customer engagement.

The ideal candidate has hands-on experience in jewellery or luxury retail marketing, with strong media planning, vendor management, budgeting, and collaboration with sales teams.

Qualifications

• 3+ years of experience in marketing, preferably in jewellery, luxury, fashion or lifestyle brands.
• Hands-on experience in both ATL and BTL marketing.
• Experience in planning and executing offline brand campaigns, events, exhibitions, and retail activations.
• Good understanding of media planning, outdoor advertising, brand communication, and local marketing.
• Strong vendor management, negotiation, budgeting, and execution skills.
• Ability to manage multiple campaigns and work independently.
• Excellent communication, coordination, and team management skills.

Responsibilities

• Develop and execute ATL marketing campaigns across print, outdoor media, radio, cinema, and other relevant platforms.
• Plan and manage outdoor advertising, hoardings, newspaper advertisements, magazines, and brand visibility campaigns.
• Work on brand positioning, campaign planning, creative concepts, and marketing communication.
• Coordinate with advertising agencies, media partners, and creative teams.
• Plan media budgets, negotiate advertising rates, and monitor campaign effectiveness.
• Plan and execute BTL activities to increase store footfall and customer engagement.
• Organise exhibitions, jewellery showcases, mall activations, roadshows, events, and promotional campaigns.
• Develop local area marketing strategies around retail stores.
• Execute festive, wedding-season, and occasion-based promotional campaigns.
• Coordinate with event agencies, vendors, mall management, and other external partners.
• Drive customer acquisition through referral programmes, loyalty initiatives, and local partnerships.
• Develop marketing strategies specifically for jewellery retail outlets.
• Plan in-store branding, visual merchandising coordination, promotional displays, and POS materials.
• Work closely with the sales team to identify opportunities for increasing walk-ins and conversions.
• Ensure consistent brand communication across all customer touchpoints.
• Track store-wise marketing performance and footfall.
• Coordinate with digital marketing teams/agencies for social media campaigns, influencer collaborations, paid promotions, and online brand visibility.
• Ensure consistency between ATL, BTL, and digital marketing campaigns.
• Explore opportunities for integrating offline campaigns with digital platforms.
• Prepare and manage annual and monthly marketing budgets.
• Track campaign expenditure, ROI, footfall, leads, and customer engagement.
• Evaluate campaign performance and recommend improvements.
• Manage vendor relationships, quotations, negotiations, and execution timelines.
• Prepare regular marketing activity and performance reports.

Skills

ATL Marketing

BTL Marketing

Retail Marketing

Media Planning

Event Management

Vendor Negotiation

Budgeting

Communication

Team Leadership

Job description

Blu Diamonds is looking for a dynamic and result-oriented Marketing Manager with strong expertise in both Above The Line (ATL) and Below The Line (BTL) marketing. The candidate will be responsible for developing and executing integrated marketing strategies to strengthen brand presence, increase store footfall, drive customer engagement, and support business growth.

The ideal candidate should have hands-on experience in retail marketing, brand campaigns, media planning, events, promotions, and on-ground activations, preferably in the jewellery, luxury, fashion, or lifestyle industry.

Key Responsibilities :

1. ATL Marketing & Brand Building

• Develop and execute ATL marketing campaigns across print, outdoor media, radio, cinema, and other relevant platforms.
• Plan and manage outdoor advertising, hoardings, newspaper advertisements, magazines, and brand visibility campaigns.
• Work on brand positioning, campaign planning, creative concepts, and marketing communication.
• Coordinate with advertising agencies, media partners, and creative teams.
• Plan media budgets, negotiate advertising rates, and monitor campaign effectiveness.

2. BTL Marketing & Retail Activations

• Plan and execute BTL activities to increase store footfall and customer engagement.
• Organise exhibitions, jewellery showcases, mall activations, roadshows, events, and promotional campaigns.
• Develop local area marketing strategies around retail stores.
• Execute festive, wedding-season, and occasion-based promotional campaigns.
• Coordinate with event agencies, vendors, mall management, and other external partners.
• Drive customer acquisition through referral programmes, loyalty initiatives, and local partnerships.

3. Retail & Store Marketing

• Develop marketing strategies specifically for jewellery retail outlets.
• Plan in-store branding, visual merchandising coordination, promotional displays, and POS materials.
• Work closely with the sales team to identify opportunities for increasing walk-ins and conversions.
• Ensure consistent brand communication across all customer touchpoints.
• Track store-wise marketing performance and footfall.
• Coordinate with digital marketing teams/agencies for social media campaigns, influencer collaborations, paid promotions, and online brand visibility.
• Ensure consistency between ATL, BTL, and digital marketing campaigns.
• Explore opportunities for integrating offline campaigns with digital platforms.

5. Budgeting & Performance Management

• Prepare and manage annual and monthly marketing budgets.
• Track campaign expenditure, ROI, footfall, leads, and customer engagement.
• Evaluate campaign performance and recommend improvements.
• Manage vendor relationships, quotations, negotiations, and execution timelines.
• Prepare regular marketing activity and performance reports.

Key Requirements:

• 3+ years of experience in marketing, preferably in retail, jewellery, luxury, fashion, or lifestyle brands.
• Strong hands-on experience in both ATL and BTL marketing.
• Experience in planning and executing offline brand campaigns, events, exhibitions, and retail activations.
• Good understanding of media planning, outdoor advertising, brand communication, and local marketing.
• Strong vendor management, negotiation, budgeting, and execution skills.
• Ability to manage multiple campaigns and work independently.
• Excellent communication, coordination, and team management skills.

Preferred:

Candidates from jewellery, premium retail, luxury, fashion, or consumer lifestyle brands.