Role Purpose The Regional Marketing Manager is accountable for driving footfalls to 20+ stores in the region primarily by bringing recent customers to the store, and by supporting the in-store sales team in tracking and re-engaging repeat buyers. The role translates national brand campaigns into the region, curates local activations and BTL programmes, executes core visual merchandising elements and builds micro-marketing strategies at store and catchment level to deliver footfall and walk-in goals.

Key Responsibilities

Footfalls and customer acquisition

- Own the regional footfall target – plan and execute marketing interventions that bring new customers into stores across the region.
- Build catchment-level marketing plans for each store: local outreach, society and corporate activations, partnerships, wedding-venue and event tie-ups.
- Monitor repeat buyers in partnership with the in-store sales teams – support them with data, communication tools and re-engagement campaigns (loyalty, referral, occasion- based outreach) to bring existing customers back. Activations and BTL

- Curate and execute regional activations and BTL campaigns – exhibitions, mall activations, wedding and festive-season programmes, local influencer and community events.
- Plan BTL media for the region – OOH, print, radio, cinema, local digital – within allocated budgets and aligned to the national media strategy.

- Measure every activation on footfalls, walk-ins, conversions and cost per walk-in; iterate based on results.

New store launches
- Plan and execute marketing for new store launches in the region – pre-launch buzz, launch events, local media,



influencer and catchment outreach – to build awareness and drive early footfalls.

- Coordinate with the Head of Brand and Brand Manager on launch creative and assets, and with retail operations on launch readiness and post-launch momentum plans.

Regional Marketing Manager

National campaign extension

- Extend national ATL and digital campaigns to stores in the region – ensure timely, guideline-compliant rollout of campaign assets across store facades, in-store communication and local media.

- Adapt national campaigns to regional festivals, languages and bridal customs in coordination with the Head of Brand and Brand Manager. Visual merchandising and in-store experience

- Execute basic visual merchandising elements across stores – windows, in-store displays, campaign signage and launch dressing – to brand standard.
- Conduct regular store audits for brand presentation and campaign visibility; close gaps with store teams. Micro-marketing and insight

- Curate micro-marketing strategies at store and catchment level – store-specific offers, hyperlocal digital targeting, community programmes – to achieve footfall and revenue goals.
- Track competitor activity, local market trends and customer behaviour in the region; share insights with the central marketing team.

- Report regional marketing performance – footfalls, walk-ins, campaign ROI,



budget utilisation – to the Head of Marketing on an agreed cadence. Stakeholder & Partner Management
- The role requires strong stakeholder management and close collaboration with Retail Operations, CRM, Visual Merchandising, Finance, and external agency partners.

- The role involves managing and coordinating external vendors, activation partners, media agencies, and event partners to ensure seamless execution of marketing initiatives.

Candidate Profile

- 3–6 years of experience in regional, retail or trade marketing – jewellery, luxury, fashion, consumer durables or premium retail preferred.
- Proven track record of driving store footfalls through activations, BTL campaigns and local marketing.

- Hands-on experience with events, exhibitions, mall activations and local media buying.
- Working knowledge of visual merchandising execution and retail marketing operations.
- Comfort with data – footfall tracking, campaign measurement, budget management.

- Strong on-ground network and willingness to travel extensively within the region; fluency in the regional language is an advantage.
- Graduate degree required; MBA in marketing preferred.

What Success Looks Like

- Consistent growth in store footfalls and new customer walk-ins across the region.
- Improved repeat-buyer visits through effective re-engagement support to store sales teams.

- Activations and BTL campaigns delivered on time, on budget, with measurable walk-in and conversion impact.
- National campaigns visible in every store within launch timelines, executed to brand standard.
- Store-level micro-marketing plans in place for every store in the region.

📌 Regional Marketing Manager-Leading Jewellery Retail Company-Delhi (New Delhi)
🏢 Vsquare Consultants
📍 New Delhi