TBZ - The Original
Website:
tbztheoriginal.com
Job details:
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
Click on Apply to know more.