Sweet Dreams
Website:
sweetdreams.in
Job details:
LOCATION: Mumbai, MH EXPERIENCE: 3-6 years
SALARY RANGE: ₹7,00,000-12,00,000 https://www.sweetdreams.in/
careers@sweetdreamsindia.com
Job Description
SWEET DREAMS is India’s premier sleepwear brand and the world’s only publicly listed sleepwear company (NSE: SDREAMS).
For over 30 years, we have shaped how India unwinds. Where conventional fashion stops at 8 PM, we begin — designing for bedrooms, balconies, slow mornings, travel, downtime and everything between 8 PM and 8 AM.
As our exclusive retail store network expands across India, we are building a new marketing engine around each store — combining creators, local communities, digital content, CRM and on-ground experiences to systematically grow store discovery and footfall.
We are looking for a senior marketer to build and own that engine.
Why This Role Matters
A store does not become successful simply because its doors open.
Customers need to discover it repeatedly, see people they trust visiting it, understand what products are worth coming in for, and encounter the brand enough times within their city before visiting themselves.
Your job is to make that happen.
You will own influencer-led marketing for SWEET DREAMS stores across India — from major store launches to the always-on creator activity required to establish stores within their local catchments.
This is not an influencer coordination role. You will be accountable for turning creators and local content into measurable store footfall, discovery and ultimately retail growth.
What’s In It For You?
Build a retail influencer engine from the ground up across a fast-growing national store network.
Own measurable outcomes — not just impressions — with direct visibility into store footfall and sales impact.
Work directly with founders and cross-functional teams across Marketing, Retail, CRM, BI and Performance.
Build city-level creator networks and launch playbooks that can scale across India.
Test quickly, find winning creator formats, and turn them into repeatable growth systems.
Work on a category-defining Indian sleepwear brand with strong online and offline presence.
Qualifications
You’re a Great Fit If:
Have 5–8 years of experience across influencer marketing, retail marketing, creator partnerships, brand marketing or consumer marketing.
Have personally managed large influencer programmes rather than only supervising agencies.
Have experience with fashion, apparel, beauty, lifestyle, D2C, retail or another high-frequency consumer brand.
Understand both digital content and physical retail.
Can negotiate confidently with creators, managers and agencies.
Can judge creator influence beyond follower count.
Are highly comfortable with Excel/Sheets, dashboards and performance reporting.
Think in terms of footfall, conversion, cost, reach and ROI.
Can build systems capable of supporting dozens of stores simultaneously.
Are comfortable travelling to SWEET DREAMS stores across India.
Can operate quickly without requiring a large agency or team around you.
Have strong instincts around culture, creators, fashion and social media.
Strong Bonus: Experience building influencer programmes for retail store launches, mall stores, high-street retail, regional marketing, hyperlocal campaigns, experiential marketing or multi-city consumer brands.
KPIs
What You’ll Do
1. Build the Store Influencer Strategy
Own the influencer strategy for SWEET DREAMS EBOs across India.
Create quarterly influencer plans across cities and individual stores.
Build the right mix of nano, micro, macro, regional and high-reach creators depending on store and objective.
Set influencer intensity for new launches, newly opened stores, mature stores, underperforming stores, regional moments and collection launches.
Build a repeatable system that scales as the store network grows.
2. Own the First 90 Days of Every New Store
Build a structured launch programme rather than treating store opening as a one-day event.
Create a strong launch moment with high-impact local creators.
Run a clear 30/60/90-day creator calendar after launch.
Use store walkthroughs, assortment discovery, styling, product stories and localised reels.
Evaluate footfall continuously and increase, maintain or reduce activity based on results.
3. Build City-Level Creator Networks
Build deep creator networks around every city where SWEET DREAMS operates.
Identify creators whose audiences overlap with each store catchment.
Develop fashion, lifestyle, family, wellness, travel, city and regional-language creator networks.
Maintain a database covering city, catchment, audience, followers, average views, cost, barter potential, content quality, previous performance, store visits and brand fit.
Work closely with Retail, BI and CRM teams to understand whether marketing is genuinely moving the store.
4. Reporting, Footfall & Business Measurement
Maintain a city-wise influencer database covering language, creator category, cost, audience, average views, past performance, store visits and brand fit.
Own weekly influencer reporting covering number of influencers activated, reach, views, engagement, spend and cost per walk-in.
Track store footfall before, during and after influencer activity and maintain store-wise footfall reporting to measure incremental impact.
Maintain paid ads and amplification reports for influencer-led store campaigns, including spend, reach, engagement, traffic and performance of boosted creator content.
Prepare regular store and city-level business reports connecting influencer activity and local marketing with footfall, conversion, sales, revenue and ROI.
Work with Retail, BI, CRM and Performance Marketing to reconcile campaign, footfall, advertising and business data and identify what should be stopped, repeated or scaled.
5. Build an Always-On Influencer Engine
Maintain monthly creator coverage across priority stores.
Increase frequency around launches and growth stores.
Reduce activity once stores reach healthy baseline footfall.
Re-activate stores where declining footfall needs renewed support.
Distribute influencer activity intelligently across cities.
6. Store Launches & Influencer Execution
Plan and execute influencer campaigns for new store launches, priority stores, local events and key retail moments.
Build the right mix of barter, paid, macro, regional, nano and micro influencers for each store and city.
Work with influencer agencies and creator networks for sourcing, negotiation, contracting and execution.
Source creators independently wherever required.
Negotiate barter, product-only, paid and hybrid collaborations.
Coordinate product dispatches, store visits, shoot schedules, approvals and publishing timelines.
7. Content Strategy, Scripts & Deliverables
Find strong content references, trends, formats, hooks and competitor inspiration.
Develop campaign concepts, reel ideas, scripts, hooks, talking points and shot references.
Create clear creator briefs covering storyline, product focus, store experience, CTA and deliverables.
Review scripts, rough cuts and final content before publishing.
Ensure all reels, stories, statics, raw footage and usage-rights assets are delivered on time.
Ensure creators clearly communicate product stories, store locations, offers, new arrivals and reasons to visit.
Click on Apply to know more.
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