Five Mad Men
Seniority: Mid-Senior level
Job details:
Marketing Manager – Five Mad Men (5MM)
Location: Kolkata
Company: Five Mad Men (5MM)
Role: Marketing Manager
Experience: 3–6 years
Industry: Hospitality / F&B / Restaurants / Nightlife preferred
About Five Mad Men
Five Mad Men (5MM) is a gastro-play pub in Kolkata focused on food, drinks, entertainment, sports screenings, events and memorable experiences. We are looking for a Marketing Manager who can take ownership of the overall marketing function and drive both brand visibility and measurable business results.
Role Overview
The Marketing Manager will be responsible for planning and executing the overall marketing strategy for 5MM across digital, social media, performance marketing, aggregator platforms, events, partnerships and on-ground activations.
You will be the key link between the 5MM team and external marketing partners/agencies, ensuring that all marketing activities are aligned with business objectives and executed on time.
This is a hands-on role for someone who understands that marketing for a hospitality business is not just about likes and followers — it is about footfall, covers, revenue, repeat customers and ROI.
Key Responsibilities
1. Overall Marketing Strategy
- Develop and execute the monthly and quarterly marketing plan for 5MM.
- Build the annual/monthly marketing calendar covering:
- Events & theme nights
- Offers and promotions
- Food & beverage campaigns
- Sports screenings
- Seasonal campaigns
- Influencer collaborations
- Brand partnerships
- Customer acquisition and retention
- Identify opportunities to increase weekday and weekend footfall.
- Develop campaigns specifically around key business challenges such as early-evening footfall, late-night footfall and slow days.
- Work closely with the management team to understand revenue and business targets and translate them into marketing objectives.
2. Social Media Agency Management
- Act as the primary point of contact for the social media agency.
- Prepare and communicate monthly marketing briefs.
- Ensure content calendars, creatives, reels, stories and campaigns are delivered on time.
- Review agency performance and ensure the brand's communication remains consistent.
- Track content performance and identify what formats, themes and campaigns are actually driving engagement and business.
- Push the agency to continuously improve rather than simply maintain the social media calendar.
3. Performance Marketing
- Understand and manage paid digital marketing campaigns across platforms such as Meta and Google.
- Work with the agency/performance marketing partner to plan campaigns and allocate budgets.
- Monitor campaign performance including:
- Reach
- CTR
- CPC
- CPM
- Leads/reservations
- Cost per acquisition
- Conversion rates
- ROAS/ROI
- Identify which campaigns are generating actual customer visits and revenue.
- Ability to independently set up or optimise campaigns will be an added advantage.
4. Aggregator & Platform Marketing
- Manage and track marketing spends across platforms such as Swiggy, Zomato, District, EazyDiner and other relevant platforms.
- Evaluate the ROI of:
- Sponsored listings
- Discounts
- Platform campaigns
- Visibility packages
- Promotional offers
- Maintain a monthly tracker of spend vs. revenue generated.
- Negotiate and coordinate promotional opportunities with aggregator/platform representatives.
- Identify which offers and platforms are genuinely contributing to incremental business.
5. Marketing Budget & ROI
- Own the overall marketing budget in coordination with management.
- Maintain a detailed marketing spend tracker across:
- Social media
- Performance marketing
- Influencers
- Aggregators
- Events
- Creatives
- Partnerships
- Offline marketing
- Prepare monthly Budget vs. Actual reports.
- Track marketing spend against covers, revenue and other relevant business KPIs.
- Recommend where budgets should be increased, reduced or reallocated based on performance.
6. Influencer & Partnership Marketing
- Develop and execute influencer marketing campaigns.
- Identify relevant food, nightlife, lifestyle and Kolkata-based creators.
- Coordinate influencer visits, deliverables and collaborations.
- Track influencer campaign performance.
- Explore corporate, community, brand and cross-promotion partnerships that can generate incremental footfall.
7. Events & Experiential Marketing
- Work closely with the events/operations team to market weekly events and special occasions.
- Develop promotional plans for theme nights, live performances, sports screenings and special events.
- Ensure every major event has a structured:
- Pre-event campaign
- Influencer push
- Paid media plan
- Story/reel plan
- On-ground communication
- Post-event content and performance analysis
- Analyse event-wise marketing performance and learnings.
8. Reporting & Analytics
Prepare a monthly marketing report covering:
- Total marketing spend
- Spend by channel
- Social media growth and engagement
- Paid media performance
- Aggregator spend and performance
- Influencer performance
- Campaign-wise performance
- Event-wise performance
- Covers generated
- Revenue generated
- Cost per acquisition/cover where measurable
- Key learnings and recommendations for the following month
What We Are Looking For
- 3–6 years of experience in marketing, preferably in hospitality, restaurants, nightlife, F&B, entertainment or lifestyle brands.
- Strong understanding of digital marketing and social media.
- Comfortable working with external agencies and holding them accountable.
- Good understanding of Meta Ads and performance marketing.
- Strong analytical and numerical ability.
- Experience tracking marketing budgets and ROI.
- Ability to work with Excel/Google Sheets and build clear marketing trackers.
- Strong project management and coordination skills.
- Excellent communication skills.
- Creative mindset with a strong understanding of current social media trends.
- Ability to work in a fast-paced hospitality environment where plans can change quickly.
- Someone who is equally comfortable discussing a creative campaign and analysing a marketing spend sheet.
Key Performance Indicators (KPIs)
The success of the role will be measured by:
- Growth in footfall and covers
- Revenue contribution from marketing campaigns
- Marketing ROI
- Cost per acquired customer/cover
- Performance of paid campaigns
- Efficiency of aggregator spends
- Event-wise performance
- Social media growth and engagement
- Influencer campaign performance
- Timely execution of the monthly marketing calendar
- Reduction of ineffective marketing spends
Ideal Candidate
We are looking for someone who can look at a campaign and ask:
“It looks great — but did it bring people in?”
The ideal candidate should combine creative thinking + digital marketing knowledge + commercial understanding + strong execution.
This is not a role limited to posting on Instagram. The person will be expected to own the marketing function of 5MM and directly contribute to business growth.
Click on Apply to know more.
