About ORRA

ORRA is a premium diamond jewellery brand with legacy in diamond craftsmanship and stores across major Indian cities. As the brand sharpens its positioning and scales its marketing investment, decisions need to rest on evidence rather than instinct.

The Consumer & Market Insights Manager is the marketing function's source of truth. The role owns consumer understanding, brand health measurement, competitive intelligence and the analytics that connect marketing activity to business outcomes. The mandate is not to produce reports it is to change decisions: which audience we prioritise, what the brand says, where the money goes, and what we stop doing.

Key Responsibilities

Consumer understanding
- Own ORRA's consumer knowledge agenda build and maintain a living view of who our customers and prospects are, what triggers a jewellery purchase, and how the decision journey unfolds from online discovery to store visit to purchase.
- Design and commission qualitative and quantitative research usage and attitude studies, segmentation, persona validation,



concept and communication testing, price sensitivity, post-purchase and lost-customer studies.
- Write research briefs, manage agency partners, and hold them to analytical rigour and turnaround.
- Run low-cost, quick-turnaround research in-house where appropriate store intercepts, sales staff debriefs, customer interviews, digital listening and survey tools.

Brand health and campaign measurement
- Own the brand health tracker awareness, consideration, imagery, preference and NPS across priority markets; establish the cadence, questionnaire and benchmarks.
- Measure campaign effectiveness pre and post launch: concept testing before spend, and lift, recall and attribution analysis afterwards.

Market and competitive intelligence
- Track the jewellery category demand trends, lab-grown diamond adoption, consumer sentiment – and translate them into implications for ORRA.
- Maintain a structured competitive view of na

📌 Manager - Consumer & Market Insights (Mumbai Suburban)
🏢 ORRA Fine Jewellery
📍 Mumbai Suburban