ROLES AND RESPONSIBILITIESMARKETING AND BUSINESS DEVELOPMENT MANAGERJEWELLERY RETAIL INDUSTRY
Job Purpose
The Marketing and Business Development Manager shall be responsible for developing and implementing effective marketing strategies to increase brand visibility, customer footfall, jewellery sales, customer acquisition, and business growth.
The position shall focus on promoting Gold, Diamond, Silver, Platinum, Bridal, and other jewellery categories while developing new markets, corporate partnerships, customer engagement programmes, and business opportunities.
The Manager shall work closely with the Directors, Sales Department, Store Managers, Operations Team, CRM Team, E-Commerce Team, and external marketing agencies to achieve the organisation’s sales and expansion objectives.
KEY ROLES AND RESPONSIBILITIES1. Jewellery Marketing Strategy and Planning
- Prepare annual, quarterly, monthly, and festival-wise marketing plans according to the organisation’s sales targets.
- Develop a comprehensive jewellery marketing calendar covering:
- Wedding seasons
- Akshaya Tritiya
- Dhanteras
- Diwali
- Durga Puja
- Ganesh Puja
- Raja Festival
- Valentine’s Day
- Mother’s Day
- Women’s Day
- New Year
- Store anniversaries
- New collection launches
- Plan marketing strategies for Gold, Diamond, Silver, Platinum, Bridal, Lightweight, Antique, Temple, and Daily-Wear Jewellery.
- Develop promotional campaigns based on prevailing gold prices, customer demand, market trends, and festive opportunities.
- Coordinate marketing activities with branch-wise and category-wise sales targets.
- Prepare campaign budgets and obtain approval from Management before implementation.
2. Brand Development and Positioning
- Strengthen the jewellery brand’s image based on trust, purity, quality, transparency, craftsmanship, and customer service.
- Ensure consistent usage of the company logo, brand colours, designs, communication standards, and visual identity.
- Maintain uniform branding across all stores, advertisements, social media platforms, exhibitions, promotional materials, and customer communications.
- Develop brand campaigns highlighting:
- Jewellery purity
- BIS Hallmarking
- Product quality
- Unique designs
- Transparent pricing
- Customer trust
- Service excellence
- Ensure that all marketing communication reflects the premium image and values of the organisation.
- Protect and enhance the company’s reputation in existing and new markets.
3. Customer Footfall and Sales Generation
- Develop marketing activities to increase customer footfall across all jewellery showrooms.
- Generate qualified customer enquiries and sales leads through online and offline marketing activities.
- Coordinate with Store Managers and Sales Teams to improve campaign conversions.
- Develop branch-specific campaigns based on local customer preferences and market potential.
- Analyse daily, weekly, and monthly customer footfall against sales conversion.
- Identify reasons for low footfall or poor conversion and recommend corrective marketing strategies.
- Develop promotional activities to increase:
- Customer visits
- Sales conversions
- Average transaction value
- Diamond jewellery sales
- Bridal jewellery sales
- Repeat purchases
- Customer referrals
- Support the Sales Department in achieving branch-wise and category-wise sales targets.
4. Jewellery Campaign and Offer Management
- Plan and execute promotional campaigns for Gold, Diamond, Silver, Bridal, and other jewellery categories.
- Develop attractive promotional concepts related to:
- Making-charge discounts
- Special making charges
- Gold exchange benefits
- Diamond value offers
- Old-gold exchange campaigns
- Wedding jewellery packages
- Festive offers
- Customer loyalty benefits
- Advance jewellery purchase schemes
- Ensure that all promotional offers are financially evaluated and approved by Management before publication.
- Clearly communicate campaign terms and conditions to Store Managers and Sales Teams.
- Coordinate the timely distribution and display of banners, posters, standees, brochures, and digital promotional materials.
- Monitor the correct implementation of promotional offers at all branches.
- Evaluate campaign performance based on footfall, sales, customer response, conversion, and return on investment.
5. Bridal Jewellery Marketing
- Develop specialised marketing strategies for bridal jewellery customers.
- Promote complete bridal jewellery collections and wedding packages.
- Build relationships with:
- Wedding planners
- Bridal boutiques
- Makeup artists
- Beauty salons
- Wedding photographers
- Event management companies
- Hotels and wedding venues
- Organise bridal jewellery exhibitions, fashion shows, and exclusive customer previews.
- Develop bridal customer databases and ensure regular follow-up.
- Promote customised jewellery, advance booking, and wedding purchase plans.
- Analyse bridal market trends and recommend new promotional opportunities.
6. Diamond Jewellery Promotion
- Develop marketing campaigns to increase diamond jewellery awareness and sales.
- Promote diamond jewellery collections for weddings, engagements, anniversaries, gifting, and daily wear.
- Educate customers through marketing content regarding:
- Diamond quality
- Diamond certification
- The 4Cs of diamonds
- Product value
- Jewellery care
- Coordinate with the Sales and Training Teams to improve customer awareness and sales conversion.
- Organise exclusive diamond jewellery events and collection launches.
- Monitor campaign-generated diamond sales and evaluate performance against targets.
7. Gold Exchange and Customer Acquisition Campaigns
- Develop campaigns to promote old-gold exchange programmes.
- Communicate the company’s gold valuation and exchange benefits transparently.
- Generate new customers through exchange offers and targeted marketing activities.
- Develop customer referral programmes to increase new customer acquisition.
- Coordinate local marketing activities in residential areas, commercial locations, and nearby markets.
- Monitor the number of customers, leads, and sales generated through exchange campaigns.
- Ensure all promotional communication follows approved company policies.
8. Digital Marketing and Social Media
- Develop and manage the company’s digital marketing strategy.
- Prepare monthly social media content calendars for jewellery collections, campaigns, festivals, and customer engagement.
- Coordinate the creation of:
- Jewellery photographs
- Product videos
- Social media reels
- Promotional posts
- Customer testimonials
- Jewellery styling content
- Educational jewellery content
- Manage digital advertisements to generate customer enquiries and showroom visits.
- Monitor social media performance, including:
- Reach
- Engagement
- Followers
- Customer enquiries
- Leads
- Store visits
- Sales conversions
- Coordinate influencer collaborations and jewellery promotional campaigns.
- Ensure that customer enquiries received through social media are promptly assigned and followed up.
- Work closely with the E-Commerce and CRM Teams to convert digital enquiries into sales.
9. Jewellery Photography and Content Development
- Coordinate jewellery product photography, model shoots, campaign shoots, and promotional videos.
- Ensure accurate representation of jewellery designs, colours, sizes, and product details.
- Develop creative content for Gold, Diamond, Bridal, Silver, and festive jewellery collections.
- Coordinate with photographers, models, designers, influencers, agencies, and production teams.
- Ensure that all marketing content follows approved brand guidelines.
- Maintain an organised database of approved photographs, videos, designs, and marketing materials.
10. Customer Relationship Management and Retention
- Develop strategies to increase customer loyalty, retention, and repeat purchases.
- Plan personalised customer communication for:
- Birthdays
- Anniversaries
- Weddings
- Festivals
- New collection launches
- Exclusive customer events
- Develop customer segmentation based on:
- Purchase history
- Jewellery preferences
- Customer value
- Location
- Purchase frequency
- Plan special engagement activities for high-value and premium customers.
- Develop campaigns to reactivate inactive customers.
- Coordinate with the CRM Team to ensure proper customer follow-up.
- Monitor customer feedback and recommend improvements in products and services.
11. Jewellery Exhibitions and Events
- Plan and execute jewellery exhibitions, product launches, customer meets, fashion shows, roadshows, and promotional events.
- Identify suitable locations and customer groups for jewellery exhibitions.
- Coordinate event requirements, including:
- Venue
- Jewellery display
- Security arrangements
- Branding
- Invitations
- Customer communication
- Promotional materials
- Vendor management
- Ensure proper coordination with Inventory, Sales, Security, and Operations Teams.
- Evaluate event performance based on customer attendance, leads, bookings, sales, and overall business generated.
- Submit post-event performance reports to Management.
12. Business Development and Corporate Tie-Ups
- Identify new business opportunities and potential customer segments.
- Develop corporate tie-ups with:
- Banks
- Hospitals
- Educational institutions
- Government organisations
- Private companies
- Professional associations
- Business groups
- Develop employee jewellery benefit programmes and corporate purchase offers.
- Build relationships with doctors, business owners, professionals, and premium customer groups.
- Develop partnerships for corporate gifting and bulk jewellery purchases.
- Prepare business proposals, presentations, and partnership plans.
- Maintain regular follow-up with prospective business partners.
- Track revenue generated through corporate tie-ups and business development activities.
13. New Market and Branch Development
- Conduct market research for new jewellery showroom locations.
- Evaluate market potential based on:
- Population
- Customer purchasing capacity
- Competition
- Jewellery demand
- Commercial activity
- Location accessibility
- Identify opportunities for expansion into new cities and markets.
- Prepare market feasibility and business potential reports for Management.
- Support pre-launch and post-launch marketing activities for new showrooms.
- Develop local customer databases before new branch openings.
- Coordinate opening campaigns and promotional activities.
14. Market Research and Competitor Analysis
- Monitor competitor jewellery brands and local jewellery retailers.
- Analyse competitor:
- Making charges
- Promotional offers
- Gold exchange policies
- Diamond offers
- Product collections
- Advertising campaigns
- Store expansion
- Customer engagement activities
- Conduct customer surveys to understand jewellery preferences and buying behaviour.
- Monitor changes in jewellery trends, customer demand, and market conditions.
- Submit regular competitor analysis reports to Management.
- Recommend suitable marketing strategies based on market findings.
15. Local Marketing and Community Engagement
- Develop branch-wise local marketing activities.
- Build relationships with local communities, business associations, social organisations, and customer groups.
- Plan promotional activities in residential areas, commercial locations, and nearby markets.
- Coordinate participation in local festivals, exhibitions, and community events.
- Develop referral networks with local businesses and professionals.
- Monitor the business generated through local marketing activities.
16. Vendor and Marketing Agency Management
- Identify and coordinate with:
- Advertising agencies
- Digital marketing agencies
- Printers
- Designers
- Photographers
- Influencers
- Event agencies
- Media partners
- Outdoor advertising vendors
- Obtain quotations and negotiate prices before finalisation.
- Ensure timely delivery and quality of all marketing materials.
- Monitor vendor performance and maintain proper records.
- Verify marketing bills and supporting documents before submitting them for approval.
- Ensure that all marketing expenses remain within approved budgets.
17. Marketing Budget and ROI Management
- Prepare annual, monthly, campaign-wise, and branch-wise marketing budgets.
- Monitor all marketing expenses and ensure compliance with approved budgets.
- Evaluate the return on investment of:
- Digital advertisements
- Print advertisements
- Outdoor advertisements
- Exhibitions
- Events
- Influencer campaigns
- Promotional offers
- Analyse the cost per lead, customer acquisition cost, campaign-generated sales, and profitability.
- Submit marketing expense and performance reports to Management.
- Recommend corrective action for campaigns with low performance.
18. Team Management and Interdepartmental Coordination
- Lead and guide the Marketing and Business Development Team.
- Assign responsibilities, targets, and timelines to team members.
- Coordinate with:
- Directors
- Sales Department
- Store Managers
- Operations Department
- Inventory Department
- CRM Team
- E-Commerce Team
- Accounts Department
- HR Department
- Conduct regular marketing review meetings.
- Ensure timely execution of all approved marketing activities.
- Provide campaign information and guidance to showroom employees.
- Monitor the performance and productivity of the marketing team.
19. Reporting and Performance Review
- Prepare daily, weekly, monthly, quarterly, and annual marketing reports.
- Maintain reports on:
- Customer footfall
- Marketing-generated leads
- Customer enquiries
- Sales conversions
- Campaign performance
- Marketing expenditure
- Return on investment
- Corporate tie-ups
- Business development opportunities
- Maintain an updated business development tracker.
- Present marketing and business growth performance during Management meetings.
- Submit recommendations for improving sales, customer engagement, and market presence.
KEY PERFORMANCE INDICATORS (KPIs)
The performance of the Marketing and Business Development Manager shall be evaluated based on:
- Achievement of marketing-generated sales targets.
- Growth in showroom customer footfall.
- Number of qualified customer leads generated.
- Lead-to-sale conversion percentage.
- Increase in new customer acquisition.
- Growth in repeat customer sales.
- Increase in Gold, Diamond, Bridal, and Silver Jewellery sales.
- Campaign-wise sales and return on investment.
- Digital reach, engagement, enquiries, and conversions.
- Number of successful corporate tie-ups.
- Revenue generated through business development activities.
- Successful execution of exhibitions and jewellery events.
- Branch-wise marketing performance.
- Customer retention and reactivation.
- Marketing budget utilisation and cost control.
- Timely execution of campaigns.
- Quality and accuracy of reports.
- Growth in brand visibility and market presence.
REPORTING AUTHORITY
The Marketing and Business Development Manager shall report directly to the Director/Management and shall coordinate with the Sales, Operations, CRM, E-Commerce, Inventory, Accounts, HR, and Store Management Teams.
GENERAL RESPONSIBILITIES
The employee shall maintain complete confidentiality regarding customer information, marketing strategies, sales data, promotional plans, business opportunities, budgets, and other internal company information.
The employee shall perform any additional responsibilities assigned by Management according to the operational and business requirements of the organisation.
Pay: ₹30,000.00 - ₹450,000.00 per month
Benefits:
- Paid sick time
- Paid time off
- Provident Fund
Work Location: In person
