Deputy General Manager - Integrated Marketing

Role Overview :

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 :

1. Cross-Channel Campaign Leadership

• 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.

4. Vendor & Partner Management

• 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.

5. Team Leadership & Development

• 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.

7. Innovation & Content Partnerships

• 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.