Role

This role builds the brand, increases visibility, drives demand for luxury products, and holds a seamless link between marketing activity and sales outcomes. It is the owner of everything the customer sees and experiences of Ethos — the creative that carries our campaigns, the social channels that build our audience, the retail workplace in and around our boutiques, and the partnerships that put us in front of new customers.

Equally important, this role is the commercial interface with our brand partners. It builds the marketing proposals, secures the brand and co-op budgets that fund a large share of our marketing calendar, and is accountable for putting that money to work and utilising it fully.

Areas Of Ownership

1. House brands and co-op — budget proposals, management and liaison

Own the marketing relationship with our partner maisons and house brands end to end: understanding what each brand needs from the Indian market, translating that into a marketing proposal, securing the budget, and delivering against it.

– Build annual and campaign-level marketing proposals for every partner brand, with clear deliverables, timelines and commercials.

– Act as the single point of contact for brands on marketing requirements, entitlements, approvals and reporting.

– Track budgets from commitment through to utilisation and claim closure; keep utilisation high and leakage at nil.

– Present delivery evidence and performance back to each brand on an agreed cadence so that the following year’s budget is defended on results.

– Hold overall budget adherence and negotiate production and media rates below prevailing market levels.

2. Marketing creative asset development, including Ethos Studio

Run the creative pipeline that feeds every channel — performance advertising, social media, brand and product films through Ethos Studio, and the collateral our sales teams use on the floor.

– Brief and deliver static and video creative for performance campaigns in the formats and volumes the Digital team requires.

– Own the Ethos Studio output plan: brand films, product films, launch films, campaign shoots and topical content, delivered to timeline and to a first-time-right quality standard.

– Deliver content assets — imagery and copy — to the creative team on schedule so that downstream production never waits on inputs.

– Produce sales enablement collateral for boutiques: product one-pagers, catalogues, POSM, window and in-store communication, and launch kits.

– Maintain the Digital Asset Management library so that every brand, boutique and partner team is drawing from current, approved, correctly licensed assets.

3. Social media management

Own organic social for all brands under Ethos social media — three distinctly different audiences requiring three distinct content strategies,



from established luxury collectors to a Gen-Z-first audience.

– Own the content calendar, publishing, community management and creator or influencer inputs across all handles.

– Grow followers, unique reach and engagement rate against defined targets for each property.

– Convert social attention into commercial outcomes — qualified DM enquiries routed to boutique and e-commerce teams, and growth in social-referred website traffic.

– Work with the Digital team so that organic content and paid social reinforce each other rather than run in parallel.

4. Retail marketing

Make the physical network work as a marketing channel. This covers everything that draws a customer into the boutique and everything that shapes the experience once they are inside.

– Plan and execute mall installations and in-store activations across the network and across brands. – Negotiate and secure mall Space-On-Hire (SOH) and FOC & Paid media support, using brand budgets and mall relationships as leverage.

– Drive store footfall growth in partnership with Retail Operations and measure the contribution of marketing activity to it.

– Roll out campaigns and launch communication consistently across every boutique.

– Liaison with the mall operations and marketing teams for all permissions and assistance required for marketing activities within the malls.

5. Sponsorships and collaborations

Take Ethos to audiences that are not yet ours, through event sponsorships and brand collaborations at our stores and at external properties.

– Build and convert a pipeline of sponsorship and collaboration opportunities.

– Identify partners — lifestyle, automotive, hospitality, art, sport, aviation and finance — whose audience overlaps with the luxury watch buyer.

– Structure collaborations that deliver measurable outcomes: current customer data, boutique visits, and qualified leads, not just visibility.

– Manage participation in third-party events end to end, from commercial terms to on-ground brand presence.

6. Team leadership and governance

– Lead and develop the MarCom, social media and retail marketing team; keep the function fully staffed and reduce attrition.

– Run KRA setting and reviews for the team on schedule and to a consistent standard.

– Report performance to the Marketing HOD and to leadership with numbers rather than activity summaries.

INTERFACES AND BOUNDARIES

Marketing at Ethos runs as a set of specialist functions under the Marketing HOD.



This role is accountable for the areas above and works alongside, not over, the following:

1. Digital / Performance Marketing - Paid media, SEO, marketplaces and site analytics sit with the Digital team. MarCom supplies the creative and the budget position; Digital runs the media.
2. PR & Corporate Communications - Media relations, press releases and corporate messaging sit with PR & Comms. MarCom aligns campaign narrative and shares assets.
3. Events - Owned event production and execution sits with the Events team. MarCom brings the sponsorship and collaboration pipeline and the brand budgets that fund participation.
4. Editorial Content - Long-form editorial and publication content sits with Content team. MarCom commissions and adapts it for social and retail use.
5. Retail Operations - Store staffing and operations sit with Retail. MarCom owns what the customer sees in and around the store.

QUALIFICATIONS AND EXPERIENCE

– MBA or equivalent postgraduate qualification in Marketing or Communications.

– 10 - 12 years in marketing, with at least 3 years leading a marketing communications or brand marketing function.

– Luxury or premium retail background strongly preferred — watches, jewellery, fashion, automotive, hospitality or spirits.

– Demonstrable experience managing brand or co-op marketing budgets with international principals, including proposal writing, approval cycles, utilisation and claim closure. This is the single most important qualifier for the role.

– Hands-on experience commissioning creative and video production, either through an in-house studio or through agency and production partners.

– Track record running organic social for more than one brand or audience simultaneously, with published growth and engagement outcomes.

– Retail marketing experience covering mall tie-ups, in-store activations and share-of-hoarding negotiation, with existing relationships across major mall developers an advantage.

– Experience building sponsorship and collaboration partnerships and closing them commercially. – Managed a team of three or more.

COMPETENCIES

– Commercial fluency — comfortable holding a budget conversation with a brand principal and a sales conversation with a business head in the same day.

– Taste and judgement in luxury creative, with the discipline to keep output on brand across five properties with different codes.

– Operating rigour — runs to calendars, tracks delivery, and does not lose assets, approvals or timelines.

– Numbers-first reporting; treats reach and engagement as leading indicators of footfall and revenue, not as ends in themselves.

– Negotiation strength with malls, production partners, agencies and sponsorship counterparties.

– Works well across functions without needing authority over them

📌 Lead – Marketing Communications (MarCom) (Gurugram)
🏢 Officially Ethos
📍 Gurugram