Digital Marketing Specialist

Digital Marketing Executive — Growth & Performance

Tones Fashion · On-site, Hyderabad · Full-time

About Tones

Tones Fashion is a creator-led Indian men's streetwear brand built around one idea: Wear Confidence. We make wearable, well-fitted, affordable streetwear for young South Indian men — sold through monthly product drops and festival campaigns, powered by founder-led content and a tight, high-ownership team.

We're at the stage where every rupee and every campaign matters. That means we don't want someone who runs ads in isolation — we want an operator who understands how storefront, paid, content, and culture connect to actually move sales.

The Role

This is a full-stack growth role, not a single-channel one. You'll own the machinery that turns attention into orders — the Shopify storefront, our Meta and Google performance, our UGC engine, and the regional cultural pulse that keeps our campaigns relevant. You'll report directly to the founder and work with a small team where your decisions show up in the numbers fast. We move lean — so we expect you to use AI and automation to punch above your weight, not do everything by hand.

If you like owning outcomes end-to-end instead of sitting in one lane, this is built for you.

What You'll Own

Shopify — Front-End & Back-End

• Manage the full Shopify storefront: catalog, collections, product pages, pricing, discounts, shipping/tax config, and app stack
• Own front-end experience: theme customization, PDP and landing-page optimization, storefront UX, page speed, and conversion improvements
• Handle basic Liquid/HTML/CSS edits and integrations without waiting on a developer for every change

Performance Marketing — Meta & Google

• Plan, run, and scale paid campaigns across Meta Ads and Google Ads (Search, Shopping, PMax)
• Own pixel / Conversions API / GA4 tracking and reporting
• Manage budgets with strict discipline — small-batch product tests scaling into larger festival pushes — measured on ROAS, CAC, and AOV, not vanity metrics

UGC Strategy

• Turn customer and creator content into high-performing paid creative (Spark Ads / whitelisting)
• Run community challenges and keep a steady flow of real-people content feeding both organic and paid

Regional Trend Observation

• Stay ahead of South Indian Gen-Z culture — festivals, regional creators, memes, cultural moments, and what young men are actually wearing and watching
• Translate those signals into timely content angles, campaign hooks, and drop ideas before they peak

AI-Driven Automation

• Build and run automations that cut manual work — audience/report syncing, creative variation at scale, catalog and content workflows
• Use AI tools for creative production, ad copy variation, campaign analysis, and faster reporting
• Set up marketing automation flows across email/WhatsApp — abandoned cart, back-in-stock, post-purchase, win-back — that run without daily babysitting

Campaign Execution (D2C)

• Plan and execute end-to-end drop and festival campaigns — from teaser to launch to sustain — coordinating storefront, paid, and content into one push
• Track performance, report clearly, and iterate fast

Required Qualifications

• 2–4 years of hands-on digital marketing experience, ideally in a D2C / e-commerce brand
• Proven, hands-on Shopify experience across both admin/back-end operations and front-end theme/storefront work
• Demonstrated command of Meta Ads Manager and Google Ads, with real ROAS/CAC accountability (bring numbers or case studies)
• Practical experience building or running a UGC / creator content system
• Genuine feel for South Indian youth culture and regional trends — you consume it, you get it
• Hands-on with AI tools and marketing automation — you actively use them to work faster and smarter, not just experiment on the side
• A track record of running D2C campaigns that delivered measurable results — be ready to walk us through one
• Comfortable with analytics and reporting (GA4, ad platform dashboards) and making decisions from data

Bonus Points

• Email / WhatsApp retention experience (Klaviyo, Wati, Interakt, or similar)
• Experience building automation workflows (Zapier / Make / n8n) or working with marketing AI tools
• Basic creative skills — Canva, light video/photo editing
• Prior experience in fashion, apparel, or a creator-led brand

Details

• Location: On-site, Hyderabad (this is not a remote role)
• Reports to: Founder
• Compensation: As per experience and skill fit
• Type: Full-time