MARKETING STRATEGIST & BRAND CREATOR Tushar Gems | GEMWIX

About the Role
We are looking for a Marketing Strategist & Brand Creator who can take Tushar Gems from a traditional jewellery/gemstone business to a strong, trusted and recognizable brand across Digital, OTT, Radio, PR and other media platforms. The person should not only execute marketing activities but should think like a brand builder—understanding the customer, creating the right story, planning campaigns, managing budgets and measuring business results. What We Expect From You You will be responsible for:
* Creating the overall annual and monthly marketing strategy
* Preparing monthly media plans with proper budget allocation
* Planning campaigns across YouTube, OTT, FM Radio, Meta, Google and other platforms
* Building the Tushar Gems and GEMWIX brand identity
* Developing brand stories, campaigns, taglines and content ideas
* Creating and managing Gemwix music/brand content
* Briefing and coordinating with advertising agencies, production houses and influencers
* Planning and managing ad films, reels and promotional campaigns
* Building PR opportunities through newspapers, digital media, magazines, TV and local partnerships
* Working closely with the digital/social media team
* Tracking Leads, CAC, ROAS, Sales and ROI
* Preparing a monthly marketing performance report
* Continuously finding new opportunities to increase brand awareness and sales ⸻ WHAT WE EXPECT YOU TO BRING We are looking for someone who can say: “Give me a budget, a target customer and a business objective—I will create the strategy, execute it and show you the results.” You should have:
* 4–7 years of marketing/brand management experience
* ATL/BTL/Digital marketing experience
* Experience with YouTube, OTT, Radio or large-scale campaigns is preferred
* Jewellery, luxury, lifestyle or retail experience is a strong advantage
* Strong understanding of video/ad-film production
* Ability to create skilled creative briefs
* Strong understanding of budgets, CAC, CPL, ROAS and ROI
* Agency and production-house management experience
* Good PR/media/influencer network
* Excellent Hindi and English communication
* Most importantly: Brand thinking + Business thinking ⸻ INTERVIEW / EVALUATION QUESTIONS 1. YOUR BEST CAMPAIGN Aapka ab tak ka sabse successful marketing/brand campaign kaunsa tha? Please explain:




* Campaign objective kya tha?
* Target audience kaun thi?
* Total budget kitna tha?
* YouTube/Meta/OTT/Radio/Other media mein kitna spend kiya?
* Creative strategy kya thi?
* Kitne leads/sales aaye?
* CAC/CPL/ROAS kya raha?
* Aap personally campaign mein kya handle kar rahe the? We want numbers, not only a story. ⸻ 2. ₹5 LAKH MONTHLY BUDGET Agar hum aapko ₹5 lakh/month ka marketing budget dein, toh aap usko kaise divide karenge? Please give us an actual plan for:
* YouTube
* OTT
* FM Radio
* Instagram/Meta
* Google
* PR
* Influencers
* Creative/Production And explain: Why this allocation? Also tell us: Aap ₹5 lakh ko awareness aur sales generation ke beech kaise balance karenge? ⸻ 3. GEMSTONE BRAND MEIN TRUST Gemstone industry mein customer ke biggest concerns hain: Original hai ya fake? Natural hai ya treated? Certificate genuine hai? Price sahi hai? Result milega? Aap Tushar Gems/GEMWIX ke liye trust kaise build karenge? We expect you to think beyond simply saying: “Certified gemstones ki advertising karenge.” Tell us your complete Trust-Building Strategy. ⸻ 4. OTT & RADIO EXPERIENCE Kya aapne personally kabhi OTT ya FM Radio campaign plan/buy kiya hai? If yes:
* Platform ka selection kaise kiya?
* Audience targeting kaise ki?
* Media buying kaise hui?
* Negotiation kaise ki?
* Frequency kaise decide ki?
* Campaign success kaise measure ki? If you haven’t done it personally: Tell us how you would learn and execute it. ⸻ 5. 30-SECOND YOUTUBE AD Imagine we tell you: “Tushar Gems ko India ka most trusted gemstone brand banana hai.” Agency ko 30-second YouTube advertisement ka brief kaise doge? We want you to explain:
* Target audience
* Customer problem
* Main message
* Story
* Hook – first 3 seconds
* Brand positioning
* Offer/CTA
* Visual style
* Voice-over
* End frame
* Logo/brand recall
* How you will test multiple versions Bonus: Interview mein 30-second ad ka concept verbally pitch karke dikhayein.



⸻ 6. CAMPAIGN PERFORMANCE Aap kaise decide karenge ki campaign successful hai ya nahi? Tell us the KPIs you would track for: Brand Campaign
* Reach
* Frequency
* Video completion
* Brand awareness Performance Campaign
* Leads
* CPL
* CAC
* Conversion rate
* ROAS
* Revenue And most importantly: Agar campaign mein ₹1 lakh spend hua aur sales nahi aa rahi, toh aap problem identify kaise karenge? ⸻ 7. TUSHAR GEMS INSTAGRAM AUDIT Tushar Gems ka current Instagram account dekhiye. Aapko interview se pehle proper audit karke aana hai. Tell us: 3 Things You Would Immediately Change For each change, explain: Current problem → Your solution → Expected result We don’t want answers like: “Content improve karna chahiye.” We want specific answers such as: “Aapka content X problem create kar raha hai. Main Y format introduce karunga because Z audience behaviour.” ⸻ PRACTICAL ASSIGNMENT Shortlisted candidates ko ek practical assignment diya jayega. Scenario: Tushar Gems + GEMWIX Objective: Build trust + generate customers + create strong brand recall. Budget: ₹5 lakh/month Prepare: 1. 30-Day Marketing Plan 2. Media Budget Allocation 3. One YouTube Ad Concept 4. One OTT/Radio Campaign Concept 5. 10 Social Media Content Ideas 6. One PR Strategy 7. Influencer Strategy 8. KPI Dashboard 9. Expected Leads/Sales 10. 3-Month Brand Growth Strategy ⸻ WHAT WE WILL EVALUATE We will evaluate you on: 30% — Strategic Thinking Can you create a complete marketing strategy? 20% — Brand Thinking Can you build Tushar Gems/GEMWIX into a memorable brand? 20% — Performance & Numbers Do you understand CAC, CPL, ROAS, ROI and sales? 15% — Creativity Can you create campaigns people remember? 10% — Execution Can you manage agencies, production houses and media? 5% — Communication Can you clearly present your ideas to management? ⸻ OUR EXPECTATION We are not looking for someone who simply: Posts on Instagram → Runs Ads → Gives Reports. We are looking for someone who can: THINK → PLAN → CREATE → EXECUTE → MEASURE → IMPROVE Our long-term objective is to build: TUSHAR GEMS — A TRUSTED GEMSTONE & JEWELLERY BRAND and GEMWIX — A STRONG, ORGANIZED GEMSTONE BRAND FROM INDIA. If you believe you can build the brand—not just market it—we want to hear your strategy.

📌 Head of Marketing (India)
🏢 Tushar Gems
📍 India