Marketing Manager / Lead – Brand, Digital & Growth

Diavo Jewels | New Delhi | Full-Time | Hybrid

Company Description

Diavo Jewels is a contemporary fine jewellery brand built around a simple belief — natural diamonds should be part of everyday life and self-expression, not just reserved for weddings and traditional milestones.

We create modern, versatile and lightweight natural diamond jewellery designed for today's customer and everyday occasions.

Our jewellery is backed by IGI-certified natural diamonds, BIS hallmarked gold and a 90% buyback value on diamonds , with a strong focus on quality, trust, contemporary design and making fine jewellery more approachable.

Diavo currently operates two physical retail stores:

DLF Midtown Plaza – Moti Nagar, New Delhi

Pacific Mall – Jaipur

We are now entering our next stage of growth and are actively looking at expansion into Noida, Gurugram and other key Indian markets.

At this stage, our biggest marketing objective is simple:

Make people know DIAVO.Make people understand DIAVO = NATURAL DIAMOND JEWELLERY.And convert that awareness into customers.

We are looking for someone who wants to help us build that journey.

The Role

We are looking for a dynamic, creative and extremely execution-oriented Marketing Manager / Marketing Lead who can take ownership of Diavo's overall marketing ecosystem.

This is not purely a strategy role.

And it is not a role where everything is simply passed to an agency.

We need someone who can think, plan, execute, coordinate, analyse and continuously improve.

You will work directly with the founders and take ownership across:

Brand Building | Social Media | Content | Performance Marketing | Influencers | Store Marketing | CRM | Events | New Store Launches | PR | Marketing Analytics The person joining us should be excited by the opportunity to help build a brand from an early growth stage , rather than simply manage an already-established marketing function.

Your Core Mission

Your fundamental responsibility will be to establish Diavo as a recognised natural diamond jewellery brand .

You should constantly be thinking:

How do we make more people discover Diavo?

How do we communicate that Diavo sells natural diamond jewellery?

How do we make our social media desirable enough for customers to follow and engage with?

How do we convert Instagram and Google visibility into enquiries and store walk-ins?

How do we increase footfall at our Delhi and Jaipur stores?

How do we successfully launch Diavo in Noida, Gurugram and future markets?

How do we identify which marketing activities are actually generating business?

Key ResponsibilitiesSocial Media & Content

Social media will be one of the most important parts of this role.

You will own and develop Diavo's social media presence, particularly Instagram, including:

- Social media strategy
- Monthly content calendar
- Reels, Stories and Posts
- Product storytelling
- Natural diamond education
- Jewellery styling content
- New collection launches
- Customer testimonials
- Founder-led content
- Store content
- Lifestyle shoots
- Product shoots
- Influencer content
- Festival and occasion campaigns
- Trend-led content
- Behind-the-scenes storytelling

We are not looking to simply "post regularly." We want to build a page that creates aspiration, trust and curiosity around Diavo.

Someone discovering Diavo for the first time should quickly understand:

What is Diavo?

What does Diavo sell?

Why is Diavo different?

Why should I visit Diavo?

Performance Marketing

Performance marketing will be another critical responsibility.

You should have a strong understanding of:

- Meta Ads




- Instagram & Facebook advertising
- Google Search
- Google Performance Max
- Local/store campaigns
- Lead generation
- WhatsApp conversion campaigns
- Website conversion campaigns
- Retargeting
- Lookalike audiences
- Customer segmentation
- Location-based campaigns
- Funnel optimisation

We may work with external agencies, but you will own the performance internally. We don't want reports that stop at:

Reach.

Impressions.

Likes.

Followers.

We want to know

How many leads did we generate?

What was the cost per lead?

How many people visited our stores?

What was our cost per walk-in?

Which campaigns converted?

What was our customer acquisition cost?

How much revenue did marketing generate?

What was our ROAS?

You should be capable of challenging agencies, analysing performance and reallocating budgets based on results.

Brand Building

Work closely with the founders to develop and strengthen the overall positioning of Diavo.

A fundamental brand objective will be to build the association:

DIAVO = NATURAL DIAMOND JEWELLERY

You will help develop

- Brand campaigns
- Communication strategy
- Brand storytelling
- Product positioning
- Customer communication
- Natural diamond education
- Competitive positioning
- Campaign concepts
- Brand guidelines
- Retail communication
- Digital communication

The Diavo identity should remain consistent across Instagram, Google, influencers, stores, outdoor communication, packaging, pamphlets and every other customer touchpoint.

Influencer Marketing

Build influencer marketing into a structured and measurable channel rather than occasional collaborations.

Responsibilities include

- Discovering creators
- Shortlisting influencers
- Negotiating commercials
- Planning campaigns
- Preparing briefs
- Coordinating store visits
- Managing shoots
- Content approvals
- Ensuring timely posting
- Tracking campaign performance
- Building creator relationships
- Maintaining an influencer database
- Measuring enquiries, reach, store visits and conversions

We want to understand not simply how many people viewed an influencer's Reel , but whether that collaboration actually created value for the brand. Store Marketing & Footfall A major responsibility will be increasing awareness and customer traffic for our physical stores.

Current locations

DLF Midtown Plaza – New Delhi

Pacific Mall – Jaipur

You will plan and execute initiatives including:

- Mall activations
- Residential society campaigns
- Local partnerships
- Corporate tie-ups
- Influencer store visits
- Store events
- Customer events
- Pamphlet campaigns
- Referral programmes
- Outdoor campaigns
- Festive marketing
- Local digital advertising
- Contests and giveaways
- Customer engagement concepts
- Gold Bar Challenge and other activation ideas

Every activity should follow: Idea → Budget → Execution → Tracking → Results → Learning

New Store Launches & Expansion

Diavo is actively evaluating new retail locations in Noida, Gurugram and other markets.

You will play a major role in new store launches through:

- Pre-launch buzz
- Local influencer campaigns
- Performance marketing
- Mall marketing
- Launch events
- PR
- Society activation
- Outdoor visibility
- Local partnerships
- Customer database creation
- Launch offers




- Post-launch footfall campaigns

Our goal is to eventually develop a repeatable Diavo Store Launch Playbook that can be deployed as the brand expands across India. CRM & Customer Retention

Build structured customer marketing through:

- WhatsApp
- Email
- SMS
- Customer segmentation
- Birthday and anniversary communication
- New collection announcements
- Repeat purchase campaigns
- Referral campaigns
- Festival communication
- VIP customer engagement
- Customer win-back campaigns

The goal is not only acquiring customers — it is building a Diavo community . Agency, Vendor & Creative Management

Become Diavo's internal marketing owner while coordinating:

- Social media agencies
- Performance agencies
- Influencer agencies
- PR partners
- Designers
- Photographers
- Videographers
- Content creators
- Event agencies
- Printers
- Outdoor advertising vendors
- Mall marketing teams

Agencies should support the Diavo marketing team — they should not become the marketing team.

Performance Tracking

You should be comfortable maintaining a clear marketing dashboard covering:

- Marketing spend
- Campaign-wise spend
- Leads
- Cost per lead
- WhatsApp enquiries
- Website enquiries
- Calls
- Store walk-ins
- Cost per walk-in
- Conversion rate
- Customer acquisition cost
- Marketing-attributed revenue
- ROAS
- Social media growth
- Engagement
- Influencer ROI
- CRM performance
- Repeat customer performance

We believe marketing should combine creativity with accountability.

Who We're Looking For

More than a specific CV, we are looking for a particular mindset and personality .

Someone who is

- Highly energetic and dynamic
- Creative
- Extremely proactive
- Strong at execution
- Digital-first
- Data-driven
- Commercially aware
- Excellent with social media
- Comfortable with performance marketing
- Curious about consumer behaviour
- Strong in communication
- Strong in negotiations
- Comfortable experimenting
- Fast-moving
- Organised
- Comfortable taking responsibility
- Willing to travel for stores, shoots, events and launches
- Comfortable working directly with founders

Most importantly, we want someone who believes: "If something needs to happen for the brand, I'll find a way to make it happen."

We are building Diavo as a team.

We want someone who takes genuine ownership, contributes ideas, challenges us where necessary and puts their 100% into building the brand alongside us.

Qualifications

- 3–7+ years of relevant experience in marketing, brand, digital or growth roles
- Strong understanding of social media and content marketing
- Good understanding of Meta and Google performance marketing
- Experience working with digital agencies and creative teams
- Solid analytical ability and comfort with marketing metrics
- Experience with influencer marketing and partnerships
- Strong written and verbal communication skills
- Understanding of CRM and customer retention
- Bachelor's degree in Marketing, Business, Communications or a related discipline preferred
- Experience in jewellery, fashion, beauty, luxury, D2C, premium retail or lifestyle brands would be a major advantage

Candidates who have worked in an early-stage or rapidly growing consumer brand will be especially relevant. Why Join Diavo?

Because you won't be joining to maintain an already-established brand.

You'll have the opportunity to help build one.

You will work directly with the founders, participate in key decisions and have significant freedom to experiment, execute and create.

For the right person, this role offers the opportunity to look back in a few years and say:

"I was part of the core team that built Diavo."

📌 Marketing Manager (New Delhi)
🏢 Diavo Jewels
📍 New Delhi