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, fast-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 national and regional players: positioning, campaigns, share of voice, pricing, offers, store expansion and digital activity.
- Provide catchment-level market sizing and consumer profiling to support regional plans and current store location decisions.

Analytics and decision support

- Analyse customer, campaign and store data to answer business questions – which segments drive value, which campaigns actually moved footfall, where growth is available.
- Support the annual marketing planning cycle with the evidence base: audience prioritisation, market opportunity, budget allocation logic and target setting.
- Build the measurement standards the function works to – definitions, benchmarks, test design and how success is judged.

Making insight land

- Turn analysis into clear, decision-ready recommendations for the Head of Marketing, the brand, growth and regional teams, and senior leadership.
- Run a regular insight forum that puts consumer evidence in front of decision-makers, and champion the consumer's perspective in brand, product and retail conversations.
- Manage the insights budget and the research partner panel.

Candidate Profile

- 3–5 years in consumer insights, market research or marketing analytics – client side, or a research or analytics agency with strong client exposure.




- Hands-on with both qualitative and quantitative methods; able to write a research brief, review a questionnaire, and challenge an agency's analysis.
- Strong quantitative skills – comfortable in Excel or Google Sheets at an advanced level, with dashboarding tools (Power BI, Looker Studio or similar); SQL, Python or R is an advantage.
- Familiarity with brand health tracking, campaign effectiveness measurement and digital analytics.
- Experience in premium retail, jewellery, luxury, fashion, beauty or another considered-purchase category is an advantage; exposure to omni-channel or store-led businesses especially so.
- Excellent written and verbal communication – the ability to make a complex finding land in one slide and defend it in a room of senior stakeholders.
- Intellectually honest and curious; willing to deliver findings that contradict what the business hopes to hear.
- Graduate degree required; MBA or a postgraduate qualification in marketing, statistics, economics or a related quantitative discipline preferred.

What Success Looks Like

- A validated, shared view of ORRA's priority consumer segments that the brand, growth and regional teams all plan against.
- A brand health tracker running on a reliable cadence, with movement understood rather than just reported.
- Marketing decisions – audience choices, campaign approvals, budget shifts – visibly grounded in evidence.
- Campaign effectiveness measured consistently, with learnings feeding the next cycle.
- Senior leadership treating this role as the first call when a consumer or market question arises.

Interested candidates can share their updated resume on mentioned email ID. [email protected]

Thanks & Regards,

Poonam Sargade

Human Resources

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