Social & Performance Marketing Manager

Location: Mumbai - Nariman Point

Experience: 6 – 9 Years

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

Key Skills & Competencies

• 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

Key Success Metrics (KPIs)

• 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

Important Mandates

• 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