Brand Manager – Right Gold

Department: Marketing & Brand

Designation: Brand Manager

Reporting To: Founder / Management

Location: Delhi NCR

Industry: Jewellery Retail

Role Overview The Brand Manager will be responsible for building, strengthening and maintaining the overall brand identity of Right Gold across digital and offline consumer touchpoints.

The role will focus on brand strategy, creative direction, campaign planning, content strategy and consumer communication, with a strong focus on social media.

This is not primarily a posting or social media execution role. The Brand Manager will act as the brand custodian and creative strategist, working closely with the Social Media, Video, Design, Influencer and Marketing teams to convert business objectives into robust consumer-facing communication.

The ideal candidate should be able to understand the business objective behind a campaign, develop the creative thought, create clear execution briefs and ensure that the final communication is consistent with the Right Gold brand.

Key Responsibilities

- Brand Strategy & Positioning

Define and maintain the brand identity, positioning and communication direction of Right Gold.

Maintain consistency in brand tone, messaging, visual language and customer experience.

Translate business objectives into clear consumer-facing communication.

Strengthen Right Gold's core brand propositions including trust, transparency, competitive making charges, quality and modern jewellery retail.

Develop and maintain brand guidelines for digital, social media, campaigns, stores and marketing materials.

Ensure all communication remains premium, relevant, consistent and aligned with the brand.

- Creative & Content Strategy

Develop the overall creative direction for Right Gold's content ecosystem.

Responsible for

Monthly and weekly content direction.

Content pillars and themes.

Reel concepts and storytelling formats.

Strong hooks and opening concepts.

Scripts and voice-over direction.

Founder-led content.

Customer testimonial formats.

Product and jewellery storytelling.

Educational jewellery content.

Store-specific content.

Trend adaptation relevant to the brand.

Engagement and shareability concepts.

Strong calls-to-action designed to generate enquiries and store visits.

Every major piece of content should have a clear:

Objective → Audience → Idea → Hook → Message → Execution → CTA

- Campaign Planning & Execution

Lead the creative direction for major brand and business campaigns including:

New store launches.

Festival campaigns.

Wedding-season campaigns.

Jewellery collection launches.

Making-charge campaigns.

Offers and promotional campaigns.

Brand-building campaigns.

Customer stories.

Influencer and creator collaborations.

Founder communication.

Local/store-specific campaigns.

The Brand Manager should develop multiple content opportunities from every major business activity, rather than treating campaigns as individual posts.

- Creative Briefs & Production Direction

Prepare clear and actionable briefs for the Social Media, Video, Photography, Design and Production teams.

Briefs should clearly define

Business Objective → Consumer Insight → Content Idea → Hook → Required Shots → Script/VO → Editing Direction → Visual References → CTA → Distribution

Responsibilities include

Preparing shoot briefs and shot lists.

Providing reel structures and references.

Guiding scripts and voice-overs.

Providing thumbnail and opening-frame direction.

Giving editing and music/mood references.

Defining graphic and text-overlay requirements.

Identifying content gaps.





Planning additional shoots wherever required.

The objective is to ensure that the execution team clearly understands what needs to be created, why it needs to be created and what outcome is expected.

- Social Media Team Management

Manage, guide and mentor the Social Media team.

Move the team beyond

Shoot → Edit → Post towards:

Objective → Idea → Story → Execution → Distribution → Performance Analysis → Improvement

Responsibilities include

Weekly content planning.

Reviewing the content pipeline.

Assigning creative direction.

Reviewing important content before publication.

Maintaining quality and consistency.

Mentoring Social Media Managers.

Identifying gaps in content strategy.

Improving the quality of reels, stories and other digital formats.

- Influencer & Creator Strategy

Develop and manage the brand's influencer and creator communication strategy.

Identify relevant creators for Right Gold.

Define creator selection criteria.

Prepare influencer briefs.

Develop concepts and content expectations.

Ensure creator content remains aligned with the brand.

Coordinate with the internal team for influencer shoots and deliverables.

Review campaign performance and ROI.

- Competitor & Market Analysis

Continuously monitor the jewellery and retail market.

Track

Competitor campaigns.

Social media strategies.

Offers and promotions.

New collection launches.

Influencer collaborations.

Store launches.

Consumer trends.

Emerging content formats.

Market opportunities and gaps.

Use these insights to develop differentiated and relevant brand communication for Right Gold.

- Customer & Consumer Understanding

Develop a strong understanding of Right Gold's target customers and their purchase behaviour.

Analyse

Customer motivations.

Jewellery purchase occasions.

Price and making-charge concerns.

Trust-related concerns.

Wedding and family purchase behaviour.

Daily-wear and occasion-wear requirements.

Customer feedback and frequently asked questions.

Use customer insights to create more relevant campaigns and content.

- Performance & Content Learning

Work with the digital/performance team to evaluate content and campaign performance.

Track

Reach.

Watch time.

Retention.

Shares.

Saves.

Comments.

Profile visits.

Follower growth.

Website enquiries.

WhatsApp enquiries.

Store visits.

Campaign response.

Identify which hooks, formats, stories, offers and communication styles perform best and continuously improve the content strategy.

- Online & Offline Brand Consistency

Ensure that the Right Gold brand remains consistent across:

Social Media.

Website.

WhatsApp communication.

Store branding.

Hoardings.

Brochures.

Packaging.

In-store communication.

Influencer communication.

Events and activations.

Other marketing materials.

The customer should experience the same Right Gold brand identity across every touchpoint.

- Founder & Management Communication

Work directly with the Founder and Management to understand business priorities and convert them into marketing and communication strategies.

For example

Management Objective: Increase store visits

↓

Consumer Insight: Customers are looking for transparent pricing

↓

Campaign Idea: Transparent Jewellery Pricing

↓





Content Strategy: Reels + Founder Video + Customer Stories + Store Communication

↓

CTA: Visit the store / WhatsApp / Enquiry The Brand Manager will be responsible for converting business requirements into clear and executable marketing communication.

- Brand Quality Control

Act as the final brand checkpoint for important communication.

Review and ensure quality of:

Campaign creatives.

Important reels.

Scripts.

Founder content.

Influencer content.

Major offers.

Store launch communication.

Brand films.

Key promotional communication.

Ensure that communication is accurate, premium, relevant and on-brand before publication.

- Content Asset & Brand Library

Maintain an organised library of:

Product photographs.

Product videos.

Store photographs and videos.

Founder content.

Customer testimonials.

Influencer content.

Campaign assets.

Festival content.

B-roll footage.

Brand templates.

Creative references.

Ensure important brand assets are properly organised and readily available to the marketing team.

Expected Weekly Outputs The Brand Manager should maintain:

Weekly content direction.

Monthly content strategy.

Reel and content idea bank.

Campaign idea bank.

Shoot requirements and briefs.

Content production calendar.

Creative references.

Weekly content review.

Social media performance review.

Competitor/market observations.

Upcoming campaign roadmap.

Key Performance Indicators (KPIs)

Performance will be evaluated on:

Brand consistency and positioning.

Quality of creative communication.

Content engagement and retention.

Growth in relevant audience.

Campaign performance.

Store visit generation.

WhatsApp and website enquiries.

Influencer campaign performance.

Quality and efficiency of content production.

Ability to convert business objectives into effective marketing campaigns.

Continuous improvement based on content and customer insights.

Candidate Profile The ideal candidate should have:

4–8 years of experience in Brand Management, Creative Strategy, Digital Marketing, Content Strategy or a similar role.

Experience in retail, jewellery, fashion, luxury, lifestyle or consumer brands preferred.

Strong understanding of social media and content marketing.

Excellent creative and strategic thinking.

Strong understanding of consumer behaviour.

Ability to develop campaign concepts from business objectives.

Strong communication and presentation skills.

Ability to manage and guide creative teams.

Understanding of Instagram, Reels, YouTube Shorts and other digital platforms.

Robust storytelling and copy direction skills.

Ability to work in a fast-paced, entrepreneurial environment.

Strong attention to detail and brand aesthetics.

Ability to balance creativity with measurable business outcomes.

Preferred Skills

Brand strategy

Creative direction

Campaign planning

Content strategy

Social media marketing

Influencer marketing

Consumer insights

Storytelling

Copy/script direction

Campaign analytics

Team management

Retail marketing

Important Note

This role is not intended for a candidate whose primary strength is posting content, scheduling social media or basic social media execution.

The ideal candidate should be capable of thinking at a brand and business level, while having enough understanding of creative production and social media to guide the execution team effectively.

Core Responsibility

Build the Right Gold brand, define what the brand should communicate, guide the creative team on how it should be communicated, and ensure that the communication ultimately contributes to business growth.

📌 Brand Manager (Delhi)
🏢 Right Gold
📍 Delhi