Website:
alankrit.co.in
Job details:
Role Overview
Alankrit is a 30-year-old, award-winning handcrafted Chikankari brand from Lucknow, with 5,000 artisans across 40 villages and a strong national presence through 45 exhibitions annually. We are now expanding our digital footprint and are looking for a Digital Marketing Manager to own and grow our online revenue, brand reach, and customer acquisition across all digital channels.
This is a high-ownership role. You will be the primary driver of everything digital — from strategy and execution to analytics and reporting. You will work directly with the founder and have the mandate to build the digital engine that takes Alankrit from a strong offline brand to a leading premium ethnic wear destination online.
Key Responsibilities
1. Performance Marketing & Paid Advertising
• Own and manage all Meta Ads (Facebook + Instagram) campaigns end-to-end — strategy, setup, creative briefing, execution, optimisation, and reporting
• Build and manage full-funnel campaigns: Awareness (Reels, video views), Consideration (traffic to category pages, retargeting), and Conversion (cart abandonment, purchase optimisation)
• Set up and verify the Meta Pixel, Conversions API (CAPI), and all standard e-commerce events (ViewContent, AddToCart, InitiateCheckout, Purchase) on the WooCommerce website
• Manage audience strategy: Customer Lookalikes from exhibition lists, interest-based targeting, Instagram engager retargeting, and cart-abandoner audiences
• Plan and execute geo-targeted exhibition campaigns — before, during, and after each of the 45 annual shows
• Explore and expand into Google Ads (Shopping + Search) and YouTube as secondary paid channels
• Manage monthly ad budgets efficiently with a clear ROAS target (minimum 3× on conversion campaigns)
• Track, analyse, and present weekly performance reports with actionable insights
2. Social Media Strategy & Content
• Own the Instagram strategy (@mjalankrit) — content calendar, pillar planning, Reels strategy, and community engagement
• Plan and brief a 6-pillar content system: Craft & Process, Product Showcase, Founder Story, Customer Features, Heritage Education, and Exhibition/Events
• Drive Reels growth as the primary discovery tool — target 4–5 Reels per week with strong hooks, on-screen text, and trending audio
• Manage and grow the WhatsApp broadcast list — onboarding exhibition visitors, sending monthly broadcasts, and converting leads to online buyers
• Oversee influencer identification, outreach, gifting, and collaboration — targeting ethnic wear micro-influencers (30K–300K followers) in India and diaspora markets
• Monitor engagement KPIs weekly: reach, saves, comments, profile link taps, and follower growth
3. Website & Conversion Rate Optimisation
• Optimise product pages for conversion: photography briefs, product descriptions, fabric details, measurements, care instructions, and artisan credits.
• Implement and manage occasion-based collection pages (Wedding, Festive, Gifting, Office Wear) alongside existing fabric-type navigation.
• Set up and monitor Google Analytics 4 (GA4) — track source-level conversion rates, product page performance, and checkout funnel drop-off.
• Manage SEO: keyword strategy, on-page optimisation, blog publishing cadence (2 posts/month), and meta tag updates.
• Build and manage email/WhatsApp capture flows — post-purchase sequences, abandoned cart recovery, and exhibition follow-up campaigns.
4. Brand & Campaign Planning
• Plan the annual digital marketing calendar aligned with exhibition schedule, festive seasons, and diaspora buying occasions (Diwali, Eid, UK/US Mother's Day, wedding season)
• Develop and execute diaspora-specific campaigns targeting Indian communities in UAE, UK, USA, and Canada — the brand's highest-engagement international audience
• Coordinate the content and advertising pipeline around each exhibition: countdown campaigns, live stories, post-show 'missed it? shop online' retargeting
• Brief and manage content creators, photographers, and videographers for shoots aligned with seasonal and campaign needs
• Build and maintain the brand voice and visual identity consistently across all digital touchpoints
5. Analytics & Reporting
• Set up and maintain a weekly performance dashboard in Windsor.ai (already connected: Meta Ads, GA4, Instagram)
• Report key metrics weekly to the founder: Instagram followers, reach, saves, CTR, ROAS, website sessions, add-to-carts, and revenue
• Run A/B tests on ad creatives, landing pages, and email subject lines — one variable at a time, with minimum 7-day test windows
• Identify trends, benchmark against industry standards for premium ethnic wear, and proactively flag opportunities and risks
Who We're Looking For
Must-Have Skills & Experience
• 3–6 years of hands-on experience in digital marketing, with at least 2 years managing paid social (Meta Ads) independently
• Proven track record managing Meta Ads campaigns with measurable ROAS — can show examples of funnel campaigns built from scratch
• Strong working knowledge of Meta Ads Manager: campaign structure, audience types, Pixel setup, Conversions API, and reporting
• Proficient in Google Analytics 4 (GA4) — can read session data, identify drop-off points, and connect traffic sources to conversion outcomes
• Experience with WooCommerce or a similar e-commerce platform — can identify and troubleshoot checkout issues without relying entirely on developers
• Instagram content strategy experience — Reels planning, content calendars, hashtag strategy, and community management
• Strong analytical mindset — comfortable reading data, identifying patterns, and making budget decisions based on ROAS and CPM benchmarks
• Excellent written and verbal communication in English and Hindi
Good-to-Have Skills
• Experience marketing a premium or luxury brand — understands the difference between mass-market and premium positioning
• Background in ethnic wear, handicraft, heritage fashion, or D2C e-commerce
• Familiarity with Google Ads (Shopping campaigns and branded search)
• Basic photo or video editing skills for quick social content turnarounds
• Experience with email marketing platforms (Mailchimp, Klaviyo, or similar) or WhatsApp Business API
• Knowledge of influencer marketing — identifying, briefing, and measuring micro-influencer campaigns
• Prior experience working in a founder-led or family-owned business
• Understanding of diaspora and NRI consumer behaviour in UAE, UK, and USA markets
Personal Attributes We Value
• Ownership mindset: treats digital revenue as their personal responsibility, not just a task list
• Attention to craft: appreciates the product — understands that Alankrit's digital presence must reflect the quality and heritage of what is being sold
• Bias for action: identifies a problem and starts solving it, rather than waiting for instructions
• Data fluency: makes decisions with numbers, not intuition alone
• Consistency: understands that Instagram growth, SEO, and brand building are long games that require showing up every day
• Collaborative: works well with the founder, artisans, content creators, and a web developer — able to brief and coordinate without being a bottleneck
Click on Apply to know more.