Social & Performance Marketing Manager

TBZ - The Original; Mumbai; On-site; INR 1,200,000 - 2,000,000; Full time

Job summary

TBZ - The Original in Mumbai seeks an experienced digital specialist to drive luxury social media, performance marketing, and influencer campaigns. You will orchestrate agency partners to generate leads, store footfall, and brand visibility through data-driven strategies.

The role requires 6–9 years in a social media agency setup, with luxury account exposure, and a strong bias toward performance and optimization for premium audiences.

Qualifications

• 6–9 years of relevant experience in social media and performance marketing.
• Must come from a social media agency background with luxury/premium brand accounts.
• Experience in influencer marketing and creator collaborations is mandatory.
• Individual contributor role — comfortable driving output through agency partners without direct team management.

Responsibilities

• Plan and execute social media strategy, campaigns, and content calendars with agency partners.
• Lead paid social strategy, testing, and optimization for luxury brand objectives.
• Coordinate influencer campaigns from outreach to performance tracking and ROI.
• Manage performance marketing across Meta, Google, and programmatic channels to drive leads and store visits.
• Own budgeting, spend tracking, and reallocation based on CPL/CPW/ROAS.
• Monitor analytics (GA4, Meta/Google Ads) and translate data into actionable optimization.

Skills

Social media

Performance marketing

Influencer marketing

Budget management

Agency coordination

Tools

Meta Ads Manager

Google Ads

GA4

Job description

Industry Preference: Retail Luxury / Jewellery / Premium Lifestyle

Background Mandatory: Social Media Agency experience (Luxury accounts preferred) & Jewellery

Reports To: GM – Digital & Growth Marketing

Team Management: This is an individual contributor role — does not lead an internal team; coordinates day-to-day execution with external agency partners

Role Overview

We are looking for a performance-led digital specialist with strong expertise in social media & performance marketing within a luxury retail ecosystem. This role will be responsible for driving high-quality leads, store footfalls, and brand visibility through well-crafted, insight-led social, performance, and influencer strategies — working closely with agency partners for execution.

Key Responsibilities

Social Media Performance & Strategy

• Work closely with agency partners to plan and align monthly content and campaign calendars based on brand priorities and market needs
• Lead paid social strategy in line with business objectives and campaign goals
• Collaborate with creative teams and agencies to ensure luxury-first, brand-consistent communication across performance creatives
• Own the testing cadence for creative formats — particularly Reels / short-video-led content — coordinating production timelines with agency and creative partners
• Scale campaigns through audience segmentation, retargeting, and HNI-focused targeting
• Identify and drive high-performing content formats that enhance engagement and conversion

Influencer Marketing

• Plan and execute influencer and creator-led campaigns aligned with brand and business objectives
• Identify and onboard relevant luxury, fashion, and lifestyle influencers/creators aligned with brand ethos
• Drive performance-led influencer collaborations focused on reach, engagement, and conversions
• Manage end-to-end influencer lifecycle – outreach, negotiation, briefing, execution, and performance tracking
• Build a strong creator network to support ongoing campaigns, launches, and store activations

Performance Marketing (Core Focus)

• Plan and execute performance campaigns across Meta, Google, and programmatic platforms to drive store footfall and lead generation
• Drive lead generation and store walk-ins through precision-led targeting
• Continuously optimize campaigns for CPL, CPW, and ROAS
• Implement hyperlocal targeting strategies aligned to store catchments to maximize footfall
• Build campaign strategies that account for category-specific dynamics — gold-rate sensitivity, regional festive calendars (e.g. Pujo, Onam, Diwali, Akshaya Tritiya), and hallmarking/certification-related advertising compliance

Budget Ownership

• Own the monthly and campaign-level performance marketing budget, including allocation across platforms and campaign types
• Track spend against plan and reallocate budgets in-flight based on CPL / CPW / ROAS performance
• Partner with the GM – Digital & Growth Marketing on annual budget planning and forecasting

Agency & Campaign Management

• Act as the primary point of coordination with external agency partners to ensure seamless execution of campaigns
• Drive campaign planning aligned to key launches, offers, and seasonal moments
• Lead a culture of testing, learning, and continuous optimization across creatives and targeting, in partnership with agencies

Analytics & Optimization

• Monitor and analyze performance using Meta Ads Manager, Google Ads, and GA4
• Track and evaluate influencer performance metrics (engagement, reach, conversions, ROI)
• Own lead-to-walk-in tracking and attribution, working with internal stakeholders to ensure lead quality is accurately measured through to store visit
• Translate data into actionable insights to improve conversion efficiency
• Build reports focused on business impact, lead quality, budget efficiency, and revenue contribution
• Strong expertise in Meta & Google performance marketing ecosystems
• Proven experience in social-first performance and influencer campaigns
• Deep understanding of luxury audiences, creator ecosystems, and premium targeting strategies
• Prior experience in jewellery or a comparably nuanced, high-consideration category is a strong plus
• Ability to balance brand aesthetics with performance outcomes
• Strong analytical mindset with focus on scaling, efficiency, and budget discipline
• Comfortable working through agency partners as the primary execution layer, without direct team management
• Cost per Lead (CPL) and Cost per Walk-in (CPW)
• Campaign ROI / ROAS and adherence to allocated budget
• Influencer campaign effectiveness (engagement, reach, conversions)
• Lead quality and conversion to store visits
• Efficiency and scalability of social performance campaigns

• 6–9 years of relevant experience
• Must come from a social media agency background
• Must have handled luxury / premium brand accounts
• Experience in influencer marketing and creator collaborations is mandatory
• Individual contributor role — comfortable operating without a direct reporting team, driving output through agency partners