The Regional Marketing Manager is accountable for driving footfalls to 20+ stores in the region – primarily by bringing new customers to the store, and by supporting the in-store sales team in tracking and re-engaging repeat buyers. The role translates national brand campaigns into the region, curates local activations and BTL programmes, executes core visual merchandising elements and builds micro-marketing strategies at store and catchment level to deliver footfall and walk-in goals. Key Responsibilities Footfalls and customer acquisition • Own the regional footfall target – plan and execute marketing interventions that bring new customers into ORRA stores across the region. • Build catchment-level marketing plans for each store: local outreach, society and corporate activations, partnerships, wedding-venue and event tie-ups. • Monitor repeat buyers in partnership with the in-store sales teams – support them with data, communication tools and re-engagement campaigns (loyalty, referral, occasionbased outreach) to bring existing customers back. Activations and BTL • Curate and execute regional activations and BTL campaigns – exhibitions, mall activations, wedding and festive-season programmes, local influencer and community events. • Plan BTL media for the region – OOH, print, radio, cinema, local digital – within allocated budgets and aligned to the national media strategy. • Measure every activation on footfalls, walk-ins, conversions and cost per walk-in; iterate based on results. New store launches • Plan and execute marketing for new store launches in the region – pre-launch buzz, launch events, local media, influencer and catchment outreach – to build awareness and drive early footfalls. • Coordinate with the Head of Brand and Brand Manager on launch creative and assets, and with retail operations on launch readiness and post-launch momentum plans. Regional Marketing Manager National campaign extension • Extend national ATL and digital campaigns to stores in the region – ensure timely, guideline-compliant rollout of campaign assets across store facades, in-store communication and local media. • Adapt national campaigns to regional festivals, languages and bridal customs in coordination with the Head of Brand and Brand Manager. Visual merchandising and in-store experience • Execute basic visual merchandising elements across stores – windows, in-store displays, campaign signage and launch dressing – to brand standard. • Conduct regular store audits for brand presentation and campaign visibility; close gaps with store teams. Micro-marketing and insight • Curate micro-marketing strategies at store and catchment level – store-specific offers, hyperlocal digital targeting, community programmes – to achieve footfall and revenue goals. • Track competitor activity, local market trends and customer behaviour in the region; share insights with the central marketing team. • Report regional marketing performance – footfalls, walk-ins, campaign ROI, budget utilisation – to the Head of Marketing on an agreed cadence. Stakeholder & Partner Management • The role requires strong stakeholder management and close collaboration with Retail Operations, CRM, Visual Merchandising, Finance, and external agency partners. • The role involves managing and coordinating external vendors, activation partners, media agencies, and event partners to ensure seamless execution of marketing initiatives. Candidate Profile • 3–6 years of experience in regional, retail or trade marketing – jewellery, luxury, fashion, consumer durables or premium retail preferred. • Proven track record of driving store footfalls through activations, BTL campaigns and local marketing. • Hands-on experience with events, exhibitions, mall activations and local media buying. • Working knowledge of visual merchandising execution and retail marketing operations. • Comfort with data – footfall tracking, campaign measurement, budget management. • Strong on-ground network and willingness to travel extensively within the region; fluency in the regional language is an advantage. • Graduate degree required; MBA in marketing preferred. What Success Looks Like • Consistent growth in store footfalls and new customer walk-ins across the region. • Improved repeat-buyer visits through effective re-engagement support to store sales teams. • Activations and BTL campaigns delivered on time, on budget, with measurable walk-in and conversion impact. • National campaigns visible in every store within launch timelines, executed to brand standard. • Store-level micro-marketing plans in place for every store in the region.
