Head of Marketing

Company: Living Concepts by Urban Living

Location: Mumbai

Department: Marketing

Reporting To: Management / Managing Director

Experience: 12–18+ Years

Employment Type: Full-Time

About Living Concepts

Living Concepts by Urban Living is a premium upholstered furniture brand with a strong manufacturing foundation and a growing retail, franchise and B2B presence. The brand offers a wide portfolio across sofas, recliners, loungers, accent chairs, beds, dining furniture and other upholstered furniture categories.

As the brand continues to expand its retail footprint and strengthen its position in the premium furniture segment, we are looking for an experienced Head of Marketing to lead the overall marketing function and drive brand growth, customer acquisition and business impact.

Role Overview The Head of Marketing will be responsible for developing and leading the overall marketing strategy for Living Concepts across Brand, Digital, Performance Marketing, Retail, Franchise, B2B, Content, Influencer Marketing, CRM and Customer Acquisition.

The role will combine strategic thinking, brand leadership, performance orientation and team management, with a strong focus on translating marketing investments into measurable business outcomes.

The ideal candidate should have experience building and scaling a consumer-facing brand, preferably in Furniture, Home Décor, Lifestyle, Retail, D2C or a related category.

Key Responsibilities

- Marketing Strategy & Business Growth

- Develop and implement the overall annual and long-term marketing strategy.
- Align marketing objectives with the company's revenue, retail expansion, franchise and B2B growth objectives.
- Develop annual, quarterly and monthly marketing plans.
- Identify new customer acquisition and brand-building opportunities.
- Establish clear marketing KPIs and performance benchmarks.
- Build a balance between short-term performance marketing and long-term brand building.

2. Brand Strategy & Positioning
- Own the overall Living Concepts brand strategy and positioning.
- Strengthen the brand's differentiation within the premium furniture market.
- Establish and maintain brand tone, messaging and communication principles.
- Ensure consistency of brand identity across digital, retail, B2B, franchise and offline touchpoints.
- Lead brand-building initiatives and integrated campaigns.
- Develop long-term brand equity and consumer relevance.

3. Campaign & Communication Strategy
- Lead the conceptualisation of integrated marketing campaigns.
- Develop campaign themes, communication territories and promotional strategies.
- Oversee seasonal, festive, product-led and offer-led campaigns.
- Develop go-to-market strategies for new collections and products.
- Ensure campaigns have clearly defined objectives, target audiences and measurable outcomes.

4. Performance Marketing & Customer Acquisition
- Own the overall performance marketing strategy across Meta, Google and other relevant platforms.
- Set acquisition targets and performance benchmarks.
- Oversee agency execution of paid media campaigns.
- Monitor CPL, CAC, lead quality, conversion rates and ROAS.
- Evaluate marketing channels based on business outcomes.




- Identify opportunities for optimisation and scale.
- Build an effective Lead → Walk-in → Booking → Revenue funnel in collaboration with Sales and Retail.

5. Retail Marketing
- Develop the marketing strategy for existing and upcoming retail stores.
- Drive marketing initiatives aimed at increasing store awareness, walk-ins and conversions.
- Develop local/store-level marketing strategies.
- Support new store launches with integrated marketing campaigns.
- Work closely with retail teams to understand customer behaviour and store performance.
- Develop retail events, activations and customer engagement initiatives.

6. Franchise Marketing
- Develop marketing support for franchise acquisition and expansion.
- Create strategies to generate qualified franchise enquiries.
- Develop franchise marketing communication and campaigns.
- Work closely with the business development/franchise team to create marketing-led opportunities.
- Track franchise marketing performance and lead quality.

7. B2B Marketing
- Develop and lead the B2B marketing strategy.
- Build communication for architects, interior designers, dealers, hospitality and institutional clients.
- Develop B2B campaigns, events and engagement initiatives.
- Strengthen the brand's presence within the professional design and furniture ecosystem.
- Work closely with the B2B sales team to support business development.

8. Content & Social Media
- Define the overall content strategy across platforms.
- Establish content pillars and communication priorities.
- Oversee social media strategy and agency execution.
- Drive product storytelling, craftsmanship, factory, design and lifestyle content.
- Develop video-first and content-led brand initiatives.
- Ensure social media contributes to both brand building and business objectives.

9. Influencer, Partnership & Collaboration Marketing
- Develop the overall influencer and partnership strategy.
- Identify relevant creators, designers, personalities and brand partners.
- Lead high-impact collaborations and integrated influencer campaigns.
- Evaluate influencer partnerships based on brand fit, reach, engagement and business outcomes.
- Develop strategic partnerships that strengthen brand visibility and relevance.

10. Product & Catalogue Marketing
- Develop go-to-market strategies for new products and collections.
- Establish product positioning, USPs and communication.
- Oversee product photography, renders, videos and catalogue development.
- Ensure product communication is consistent with the brand strategy.
- Work closely with Product, Design, Sales and Retail teams.

11. CRM & Customer Lifecycle Marketing
- Develop the overall CRM and customer communication strategy.
- Establish customer segmentation and targeted communication.
- Oversee WhatsApp, email and other direct marketing initiatives.
- Develop remarketing and customer retention strategies.




- Identify opportunities to improve repeat purchases and customer lifetime value.

12. Agency & Vendor Management
- Lead relationships with external marketing agencies and specialist vendors.
- Define agency scopes, KPIs and deliverables.
- Review agency performance and commercial effectiveness.
- Oversee marketing spends and agency budgets.
- Evaluate agency performance against business outcomes.
- Lead agency selection, onboarding and performance reviews where required.

13. Marketing Analytics, Reporting & ROI
- Establish a comprehensive marketing reporting framework.
- Monitor marketing spends, leads, walk-ins, bookings, revenue and ROI.
- Analyse the complete marketing funnel.
- Identify performance gaps and recommend corrective actions.
- Develop dashboards and management reports.
- Present marketing performance and strategic recommendations to management.

14. Team Leadership
- Build and lead a high-performing marketing team.
- Define roles, responsibilities and KPIs.
- Establish marketing processes and workflows.
- Mentor and develop team members.
- Coordinate effectively across Marketing, Sales, Retail, Product and Management.
- Build a culture of accountability, creativity and performance.

15. Market & Consumer Intelligence
- Monitor market trends and evolving consumer preferences.
- Conduct competitor and category analysis.
- Identify emerging opportunities within the furniture and lifestyle market.
- Develop customer insights to inform marketing strategy.
- Track competitor communication, campaigns, pricing and positioning.

Key Performance Indicators The role will be evaluated against a combination of brand, marketing and business metrics, including:

- Marketing-generated revenue
- Lead quality and volume
- Qualified leads
- Store walk-ins
- Lead-to-walk-in conversion
- Walk-in-to-booking conversion
- Customer acquisition cost
- Cost per qualified lead
- ROAS / marketing ROI
- Retail store performance
- Franchise lead generation
- B2B lead generation
- Digital and social growth
- Brand awareness and engagement
- Campaign performance
- Marketing budget utilisation
- Agency performance

Candidate Profile - Required Experience

- 12–18+ years of experience in Marketing, preferably with significant experience in a leadership role.
- Experience in Furniture, Home Décor, Retail, Lifestyle, D2C, Consumer Durables or a related industry preferred.
- Strong experience across both Brand Marketing and Performance Marketing.
- Experience managing external agencies and internal marketing teams.
- Proven experience managing substantial marketing budgets.
- Strong understanding of retail and customer acquisition funnels.
- Experience managing integrated campaigns across digital and offline channels.

Desired Skills

- Strategic thinking with strong business acumen
- Strong brand-building capability
- Performance-oriented mindset
- Excellent campaign ideation and creative thinking
- Data-driven decision-making
- Strong agency and stakeholder management
- Team leadership and mentoring
- Excellent communication and presentation skills
- Robust understanding of digital marketing and consumer behaviour
- Ability to work in a fast-paced, entrepreneurial environment

📌 Head of Marketing (Mumbai)
🏢 Living concepts
📍 Mumbai