KEY RESPONSIBILITIES

- Brand Strategy

Develop and execute the long-term Banwarilal Chandiwala brand strategy.

Responsible for

- Brand positioning
- Brand identity
- Brand messaging
- Communication strategy
- Consumer perception
- Brand awareness
- Brand differentiation
- Campaign architecture

Build a clear answer to:

Why should a customer choose Banwarilal Chandiwala over a traditional jewellery store?

Ensure all communication consistently reflects the brands core positioning around:

Silver • Purity • Trust • Heritage • Experience • Variety • Modernity

- Marketing Strategy

Create an annual and quarterly marketing plan covering:
- Brand campaigns
- Product campaigns
- Festival campaigns
- Offer campaigns
- New collection launches
- Store launches
- Franchise launches
- Local marketing
- Digital marketing
- Influencer marketing
- PR
- Outdoor advertising
- Performance marketing
- Customer retention

Create a structured 12-month Marketing Calendar.
- Digital Marketing

Take ownership of the digital presence of the brand.

Platforms

- Instagram
- Facebook
- YouTube
- Google
- WhatsApp
- Website
- Google Business Profile
- Other relevant platforms

Develop a strong content strategy around:
- Jewellery
- Silver lifestyle
- Silver investment
- Product education
- Customer stories
- Store experience
- Behind-the-scenes
- Founder story
- Brand heritage
- New collections
- Offers
- Festivals
- Franchise expansion The goal should be to make the brand highly visible and highly shareable.
- Social Media Growth

Build Banwarilal Chandiwala into a strong social media brand.

Own

- Content calendar
- Reels
- Product shoots
- Campaign videos
- Educational content
- Influencer collaborations
- Customer-generated content
- Festival content
- Trend-based content

Track

- Followers
- Reach
- Engagement
- Video views
- Shares
- Saves
- Leads
- Website visits
- Store visits generated through social media
- Performance Marketing

Develop a measurable customer acquisition engine.

Manage

- Meta Ads
- Google Ads
- YouTube Ads
- Local digital advertising
- Lead-generation campaigns
- Retargeting
- WhatsApp campaigns

Track

Marketing Spend Leads Store Visits Customers Sales ROI The Head of Marketing must be highly data-driven.

Marketing cannot be evaluated only on likes and followers.

- Franchise Marketing





This will be one of the most important responsibilities.

Build a Franchise Marketing System that can be replicated for every new outlet.

For every franchise launch, create a structured:

90-Day Launch Plan

Pre-launch

- Teasers
- Location announcement
- Construction updates
- Brand awareness

Launch

- Outdoor
- Digital
- Influencers
- PR
- Local events
- Opening campaign

Post-launch
- Customer acquisition
- Retargeting
- Offers
- Product campaigns
- Repeat customer campaigns

Provide franchisees with ready-to-use:
- Social media creatives
- Videos
- Posters
- Newspaper ads
- Outdoor creatives
- WhatsApp creatives
- Influencer briefs
- Launch calendar
- Local marketing plan
- Local Area Marketing

Every showroom should dominate its local catchment.

Develop a local marketing playbook covering:

- Outdoor advertising
- Hoardings
- Unipoles
- Newspaper
- Radio
- Local influencers
- Society marketing
- Corporate tie-ups
- Events
- Wedding-related marketing
- Local partnerships
- Google Maps
- WhatsApp marketing The Head of Marketing should determine the right marketing mix based on the city’s customer profile.
- Recent Store Launches

Work closely with the Franchise and Retail Operations teams.

Own the marketing side of every new store opening.

Before Opening

- Launch strategy
- Teaser campaign
- Location awareness
- Digital campaigns
- Influencer planning
- PR planning
- Outdoor planning

Opening Week

- Grand opening campaign
- Influencer activation
- Event coverage
- Social media coverage
- Local media
- Customer offers

After Opening

- Retargeting
- Customer acquisition
- Product campaigns
- Reviews
- Repeat purchase campaigns
- Campaign Development

Create high-impact campaigns for:
- Akshaya Tritiya
- Diwali
- Dhanteras
- Raksha Bandhan
- Karwa Chauth
- Wedding season
- Independence Day
- Republic Day
- Valentine’s Day
- Mother’s Day
- Father’s Day
- Regional festivals
- Brand anniversary
- Store anniversaries

Campaigns should have a clear:





Big Idea Offer/Product Creative Media Plan Store Activation Measurement

- Influencer & Celebrity Marketing

Develop a structured influencer strategy.

Manage

- Micro influencers
- Local influencers
- Jewellery creators
- Lifestyle creators
- Regional celebrities
- National celebrities

Negotiate commercial terms and evaluate collaborations based on measurable outcomes.

The candidate should understand that celebrity visibility is valuable, but celebrity spend must have a strategic purpose.

- PR & Brand Reputation

Build strong media visibility for Banwarilal Chandiwala.

Develop relationships with

- Newspapers
- Business media
- Jewellery media
- Digital publications
- Local media
- Regional media
- Television
- Influencers

Generate PR around

- New stores
- Franchise expansion
- Business milestones
- New collections
- Unique silver products
- Brand achievements
- Founder story
- Customer initiatives
- Customer Database & CRM Marketing

Build a customer retention engine.

Develop campaigns for

- Existing customers
- VIP customers
- High-value customers
- Wedding customers
- Festival customers
- Repeat buyers
- Inactive customers

Use

- WhatsApp
- SMS
- Email
- Calling
- Personalised offers
- New collection alerts
- Birthday/anniversary communication The objective is to increase:

Repeat Purchase + Customer Lifetime Value
- Marketing Technology & Analytics

Implement a central marketing dashboard.

Track

- Marketing spend
- Leads
- Cost per lead
- Store visits
- Customer acquisition cost
- Sales generated
- ROAS
- Campaign ROI
- Digital growth
- Franchise marketing performance

Marketing decisions should be based on data rather than assumptions.
- Creative Team Management

Lead the internal creative team and external agencies.

Manage

- Graphic designers
- Video editors
- Photographers
- Content creators
- Social media team
- Agencies
- Influencers
- Media partners

Set clear creative briefs and deadlines.

Ensure all communication follows Banwarilal Chandiwala’s brand guidelines.

- Marketing Budget

Prepare and manage the annual marketing budget.

Allocate spending across

- Brand building
- Performance marketing
- Digital
- Outdoor
- Print
- Influencers
- PR
- Events
- Franchise launches
- Content production

Review marketing ROI monthly.

📌 Marketing Head (Patna)
🏢 Bizaccen Knnect
📍 Patna