Head of Marketing

MARKETING STRATEGIST & BRAND CREATOR

Tushar Gems | GEMWIX

About the Role

We are looking for a Marketing Strategist & Brand Creator who can take Tushar Gems from a traditional jewellery/gemstone business to a strong, trusted and recognizable brand across Digital, OTT, Radio, PR and other media platforms.

The person should not only execute marketing activities but should think like a brand builder—understanding the customer, creating the right story, planning campaigns, managing budgets and measuring business results.

What We Expect From You

You will be responsible for:

* Creating the overall annual and monthly marketing strategy

* Preparing monthly media plans with proper budget allocation

* Planning campaigns across YouTube, OTT, FM Radio, Meta, Google and other platforms

* Building the Tushar Gems and GEMWIX brand identity

* Developing brand stories, campaigns, taglines and content ideas

* Creating and managing Gemwix music/brand content

* Briefing and coordinating with advertising agencies, production houses and influencers

* Planning and managing ad films, reels and promotional campaigns

* Building PR opportunities through newspapers, digital media, magazines, TV and local partnerships

* Working closely with the digital/social media team

* Tracking Leads, CAC, ROAS, Sales and ROI

* Preparing a monthly marketing performance report

* Continuously finding new opportunities to increase brand awareness and sales

WHAT WE EXPECT YOU TO BRING

We are looking for someone who can say:

Give me a budget, a target customer and a business objective—I will create the strategy, execute it and show you the results.

You should have:

* 4–7 years of marketing/brand management experience

* ATL/BTL/Digital marketing experience

* Experience with YouTube, OTT, Radio or large-scale campaigns is preferred

* Jewellery, luxury, lifestyle or retail experience is a strong advantage

* Strong understanding of video/ad-film production

* Ability to create professional creative briefs

* Strong understanding of budgets, CAC, CPL, ROAS and ROI

* Agency and production-house management experience

* Good PR/media/influencer network

* Excellent Hindi and English communication

* Most importantly: Brand thinking + Business thinking

INTERVIEW / EVALUATION QUESTIONS

1. YOUR BEST CAMPAIGN

Aapka ab tak ka sabse successful marketing/brand campaign kaunsa tha

Please explain:

* Campaign objective kya tha

* Target audience kaun thi

* Total budget kitna tha

* YouTube/Meta/OTT/Radio/Other media mein kitna spend kiya

* Creative strategy kya thi

* Kitne leads/sales aaye

* CAC/CPL/ROAS kya raha

* Aap personally campaign mein kya handle kar rahe the

We want numbers, not only a story.

2. 5 LAKH MONTHLY BUDGET

Agar hum aapko 5 lakh/month ka marketing budget dein, toh aap usko kaise divide karenge

Please give us an actual plan for:

* YouTube

* OTT

* FM Radio

* Instagram/Meta

* Google

* PR

* Influencers

* Creative/Production

And explain:

Why this allocation

Also tell us:

Aap 5 lakh ko awareness aur sales generation ke beech kaise balance karenge

3. GEMSTONE BRAND MEIN TRUST

Gemstone industry mein customer ke biggest concerns hain:

Original hai ya fake

Natural hai ya treated

Certificate genuine hai

Price sahi hai

Result milega

Aap Tushar Gems/GEMWIX ke liye trust kaise build karenge

We expect you to think beyond simply saying:

Certified gemstones ki advertising karenge.

Tell us your complete Trust-Building Strategy.

4. OTT & RADIO EXPERIENCE

Kya aapne personally kabhi OTT ya FM Radio campaign plan/buy kiya hai

If yes:

* Platform ka selection kaise kiya

* Audience targeting kaise ki

* Media buying kaise hui

* Negotiation kaise ki

* Frequency kaise decide ki

* Campaign success kaise measure ki

If you haven't done it personally:

Tell us how you would learn and execute it.

5. 30-SECOND YOUTUBE AD

Imagine we tell you:

Tushar Gems ko India ka most trusted gemstone brand banana hai.

Agency ko 30-second YouTube advertisement ka brief kaise doge

We want you to explain:

* Target audience

* Customer problem

* Main message

* Story

* Hook – first 3 seconds

* Brand positioning

* Offer/CTA

* Visual style

* Voice-over

* End frame

* Logo/brand recall

* How you will test multiple versions

Bonus: Interview mein 30-second ad ka concept verbally pitch karke dikhayein.

6. CAMPAIGN PERFORMANCE

Aap kaise decide karenge ki campaign successful hai ya nahi

Tell us the KPIs you would track for:

Brand Campaign

* Reach

* Frequency

* Video completion

* Brand awareness

Performance Campaign

* Leads

* CPL

* CAC

* Conversion rate

* ROAS

* Revenue

And most importantly:

Agar campaign mein 1 lakh spend hua aur sales nahi aa rahi, toh aap problem identify kaise karenge

7. TUSHAR GEMS INSTAGRAM AUDIT

Tushar Gems ka current Instagram account dekhiye.

Aapko interview se pehle proper audit karke aana hai.

Tell us:

3 Things You Would Immediately Change

For each change, explain:

Current problem → Your solution → Expected result

We don't want answers like:

Content improve karna chahiye.

We want specific answers such as:

Aapka content X problem create kar raha hai. Main Y format introduce karunga because Z audience behaviour.

PRACTICAL ASSIGNMENT

Shortlisted candidates ko ek practical assignment diya jayega.

Scenario:

Tushar Gems + GEMWIX

Objective:

Build trust + generate customers + create strong brand recall.

Budget:

5 lakh/month

Prepare:

1. 30-Day Marketing Plan

2. Media Budget Allocation

3. One YouTube Ad Concept

4. One OTT/Radio Campaign Concept

5. 10 Social Media Content Ideas

6. One PR Strategy

7. Influencer Strategy

8. KPI Dashboard

9. Expected Leads/Sales

10. 3-Month Brand Growth Strategy

WHAT WE WILL EVALUATE

We will evaluate you on:

30% — Strategic Thinking

Can you create a complete marketing strategy

20% — Brand Thinking

Can you build Tushar Gems/GEMWIX into a memorable brand

20% — Performance & Numbers

Do you understand CAC, CPL, ROAS, ROI and sales

15% — Creativity

Can you create campaigns people remember

10% — Execution

Can you manage agencies, production houses and media

5% — Communication

Can you clearly present your ideas to management

OUR EXPECTATION

We are not looking for someone who simply:

Posts on Instagram → Runs Ads → Gives Reports.

We are looking for someone who can:

THINK → PLAN → CREATE → EXECUTE → MEASURE → IMPROVE

Our long-term objective is to build:

TUSHAR GEMS — A TRUSTED GEMSTONE & JEWELLERY BRAND

and

GEMWIX — A STRONG, ORGANIZED GEMSTONE BRAND FROM INDIA.

If you believe you can build the brand—not just market it—we want to hear your strategy.