Role & responsibilities

Job Responsibilities

Head of Marketing Final Job Summary & Responsibilities

Job Summary

We are looking for an experienced Head of Marketing to lead our marketing strategy across

offline and digital channels for our retail chain. The role will be responsible for brand building,

customer acquisition, driving store walk-ins and footfall, and contributing to revenue

growth through effective omnichannel and hyperlocal marketing initiatives. The ideal candidate

will have a solid background in branding, retail marketing, customer acquisition, and omnichannel

growth, with prior experience in apparel, sports, or lifestyle retail.

Job Responsibilities

1. Strategic Leadership

• Develop and execute integrated marketing strategies across ATL, BTL, Digital, Social,

CRM and Retail Marketing.

• Drive brand positioning, customer engagement, market expansion and customer

acquisition.

• Lead performance marketing, SEO, SEM, social media, influencer marketing and e-

commerce growth.

2. Store Walk-ins & Retail Marketing

• Drive measurable store walk-ins and footfall across all retail locations through

targeted digital, local, OOH, events, activations and promotional campaigns.

• Develop store-specific and hyperlocal marketing plans based on location, customer

profile, catchment potential, seasonality and competition.

• Work closely with Store and Sales teams to convert marketing initiatives into increased

footfall, customer engagement and store sales.

• Plan and execute campaigns around new store launches, product launches, seasonal

promotions, events, sports activities and local occasions.

• Track store-wise footfall,



conversion and revenue impact of marketing campaigns and

continuously optimize activities based on performance.

3. Offline & Digital Marketing

• Manage retail marketing, in-store branding, events and activations.

• Oversee digital marketing across Google, Meta, Programmatic, Email, Content and Affiliate

Marketing.

• Optimize customer journeys across online and offline touchpoints.

4. Team & Agency Management

• Build, lead and mentor the marketing team, ensuring high performance and innovation.

• Manage external creative, media, PR and digital agencies for effective campaign

execution.

5. Data-Driven Decision Making

• Analyse market trends, customer insights and campaign performance to optimize ROI.

• Leverage CRM and analytics tools to enhance customer acquisition, retention and loyalty.

• Establish clear marketing KPIs linked to footfall, customer acquisition, conversion and

revenue growth.

6. Budget & ROI Management

• Plan and allocate marketing budgets efficiently across channels and locations.

• Ensure cost-effective campaigns with measurable business impact.

• Evaluate marketing spend based on incremental footfall, sales contribution, CAC,

ROAS and overall ROI.

Preferred candidate profile

Desired Skills & Qualifications

• 10+ years in marketing, with 5+ years in leadership roles (Retail/FMCG preferred)

• Strong expertise in both offline (retail marketing, events, OOH) & digital (performance

marketing, social media, e-commerce)

• Experience in apparel, sports, or lifestyle retail chains is a big plus

• Proven track record in brand building, customer acquisition, and revenue growth

• Excellent analytical, communication, and team management skills

📌 Marketing Head (Kochi)
🏢 CIEL HR
📍 Kochi