Marketing Manager

- The opportunity

"Aliens Tattoo is building the growth engine for one of India's most distinctive culture-led brands. Today we run 16 studios, a rapid-growing tattoo school and a franchise business, with an ambition of 100 studios in three years. The Marketing Manager sets the direction. You turn it into campaigns, systems and results that show up in bookings, classrooms and new studio launches.

We're looking for a Marketing Manager who thinks like a brand builder, executes like a growth marketer and owns outcomes like a business owner. This is not a role for someone who just wants to schedule posts and manage agencies.

If you have run integrated marketing across markets, managed real budgets and understand the economics of acquisition and conversion, we want to meet you."

- The mandate

"Build a marketing engine that makes Aliens Tattoo bigger, stronger, more desirable and more profitable. As a Marketing Manager, you will own the marketing agenda across Studios, Aliens School and the Franchise business, translating the company's growth ambition into a clear, measurable and scalable marketing strategy.

You will be responsible for creating demand, strengthening the brand, driving bookings and admissions, enabling franchise growth, increasing customer lifetime value and ensuring every marketing rupee has a clear purpose.

You will build the systems, teams and capabilities required to take Aliens from 16 studios to 100 studios without compromising the brand that got us here.

You will own the balance between brand and performance.

Between creativity and commercial outcomes.

Between central strategy and city-level execution.

Between recent customer acquisition and existing customer growth.

And between short-term revenue and long-term brand equity.

Success in this role will not be measured by how many campaigns you launch, how many followers you acquire, or how busy the marketing calendar looks.

It will be measured by whether marketing helps the business grow faster, acquire customers more efficiently, strengthen brand preference, increase repeat business, fill classrooms, enable successful studio launches and create measurable revenue.

You will build a culture where marketers don't just ask:

"What are we going to post?"

They ask

"What business problem are we solving?"

- What you'll be doing

Build the Growth Strategy- Develop and own the annual marketing strategy across Studios,



Aliens School and Franchise.- Translate business and expansion objectives into city-wise, vertical-wise and channel-wise marketing plans.- Build growth strategies that increase studio bookings, customer footfall, school admissions and franchise demand.- Establish clear marketing benchmarks and connect marketing performance directly to business outcomes. Build the marketing infrastructure required to support rapid multi-city expansion.

Build a Brand People Want to Be Part Of- Define and evolve Aliens' brand positioning, proposition and voice across every customer touchpoint.

Strengthen Aliens' position at the intersection of tattooing, art, culture, education and self-expression.- Ensure the brand remains consistent across studios, digital platforms, school and franchise locations.- Build brand tracking systems to measure awareness, recall, perception and preference.

Protect the brand while allowing creativity, cultural relevance and local market expression.

Own Performance & Digital Growth

Lead the end-to-end performance marketing strategy across Meta, Google, YouTube and emerging platforms.

Own critical metrics including CAC, CPL, ROAS, conversion, revenue contribution and marketing efficiency.

Continuously optimize media mix, audiences, creatives, landing pages and conversion funnels.

Build city-level media strategies based on demand, seasonality, market maturity and expansion priorities.

Establish weekly performance reviews and create a culture where every marketing investment is accountable.

Turn the Customer Database into a Growth Engine- Own CRM and lifecycle marketing across customers, leads, students and franchise prospects.- Build segmented journeys across WhatsApp, email, SMS and other relevant channels.- Drive repeat bookings, reactivation, cross-sell, upsell and customer loyalty.

Build systems that connect enquiry → engagement → booking → repeat business.- Use Martech and attribution to understand the complete customer journey and marketing contribution.

Tell the Aliens Story

Own the content strategy across social, digital,



film, editorial and owned platforms.

- Lead the creative team and external partners to create work that is culturally relevant, distinctive and commercially effective.
- Build storytelling around artists, customers, tattoos, education, culture, expansion and the Aliens journey.
- Develop a PR and thought leadership engine that strengthens brand credibility and earned visibility.
- Build relationships with media, creators, influencers and cultural platforms that can amplify Aliens' influence.

Enable the Franchise & City Expansion Engine

Build standardized marketing frameworks for franchise acquisition, onboarding and studio launches.

Develop city-level go-to-market strategies for every new location.

Create launch playbooks, local marketing toolkits and brand systems that franchise partners can execute.

Partner closely with franchise and operations teams to drive local visibility, footfall and revenue.

Ensure franchise marketing delivers both local relevance and Aliens-level brand consistency.

Build Partnerships & Cultural Influence

Identify strategic brand partnerships, sponsorships and collaborations that create meaningful business or cultural value.

Lead marketing direction for events, activations and collaborations.

Use partnerships to enter new communities, audiences and markets.

Evaluate partnerships based on measurable brand, customer or commercial impact.

Own the Money

Own the annual marketing budget and allocation across channels, cities and business verticals.- Build forecasts for marketing spend, customer acquisition, footfall, admissions and revenue contribution.-Continuously monitor spend pacing, campaign ROI and budget variance.- Make difficult investment decisions—knowing what to scale, what to optimize and what to stop.- Ensure marketing grows efficiently without compromising brand quality.

Build the Marketing Team of the Future- Build, lead and develop a high-performing integrated marketing team across brand, performance, content, CRM, PR and retail marketing.- Establish clear KRAs, accountability structures and performance rhythms.- Coach marketers to think commercially, creatively and analytically.

Build strong collaboration between Marketing, Operations, Sales, School, Franchise and Leadership.- Create systems and processes that allow the team to perform without depending on individual heroics.

📌 Marketing Manager (Mumbai)
🏢 Aliens Tattoo
📍 Mumbai