Digital Marketing Manager - Kochi - Joyalukkas

Description

Manager - Digital Marketing

Location: Kochi

CTC - Best in Industry

About the Role

We are looking for a senior, results-driven Digital Marketing Manager to lead and scale our digital growth across performance, brand, and omnichannel retail initiatives. This role will own large digital budgets, manage high-performing internal teams and agencies, and play a critical role in driving revenue, store footfalls, and brand equity for a premium jewellery retail business.

This position requires a rare balance of strategic thinking, execution excellence, analytical rigor and leadership maturity.

Key Responsibilities

Strategic Leadership

• Own the end-to-end digital marketing strategy covering both brand building and performance marketing
• Translate business goals into scalable digital growth plans across online sales and offline store visits
• Build annual and quarterly digital roadmaps aligned with revenue, margin, and brand objectives

Performance & Revenue Growth

• Drive CPA, ROAS and revenue optimization across all digital channels
• Lead high-scale revenue campaigns during peak retail seasons (festivals, weddings, launches)
• Develop and refine keyword strategies, audience segmentation, and funnel optimization
• Optimize campaigns for store visits, local discovery, and omnichannel attribution

Budget & ROI Ownership

• Manage and optimize ₹25–50 Cr+ annual digital marketing budgets
• Ensure strong ROI accountability, forecasting, and performance reporting
• Continuously reallocate spends based on channel performance and business priorities

Channel & Platform Ownership

• Lead execution and innovation across:
• Google Ads (Search, Performance Max, Display, YouTube)
• Meta Ads ecosystem (Facebook, Instagram)
• Drive experimentation with new formats, automation, and scaling frameworks

Analytics & Measurement

• Own performance tracking using GA4, GTM, attribution models, and CRM integrations
• Implement and leverage media mix modelling, brand lift studies, and incrementality testing
• Build dashboards and insights that guide leadership decisions

Retail & Omnichannel Marketing

• Design digital strategies that support multi-location retail growth
• Collaborate with regional and store teams to boost footfall, local demand, and conversion
• Align digital campaigns with in-store promotions, launches, and merchandising calendars

Agency & Partner Governance

• Lead and govern multiple performance, creative, and analytics agencies
• Set clear KPIs, review performance, and ensure delivery excellence
• Negotiate media, tech, and agency contracts for efficiency and impact

People & Cross-Functional Leadership

• Lead, mentor, and scale large in-house digital teams
• Work closely with Brand, E-commerce, Retail, CRM, IT, and Finance teams
• Act as a digital thought leader within the organization

Qualifications

• MBA (Marketing) or Postgraduate degree in Digital Marketing
• Google, Meta and Analytics certifications preferred

Experience Requirements

• 10+ years of experience in digital marketing
• Minimum 5+ years leading large, high-performing teams
• Proven experience managing ₹ Cr+ annual digital budgets
• Strong background in retail, luxury, or multi-location businesses preferred

Core Skill Set

• Strategic planning (Brand + Performance)
• Retail & multi-location digital marketing
• Budget ownership & ROI accountability
• Agency governance & vendor management
• Cross-functional leadership
• CPA / ROAS optimization
• Keyword & audience strategy
• Scaling high-revenue campaigns
• Store visit & local optimization

Technical Expertise

• Google Ads: Search, Performance Max, Display, YouTube
• Meta Ads ecosystem
• GA4, Google Tag Manager, attribution models
• CRM integration & lifecycle marketing
• Media mix modelling & incrementality testing
• Marketing automation tools
• Brand lift & impact measurement

What We're Looking For

• A data-driven yet brand-sensitive leader
• Someone who thrives in scale, complexity, and accountability
• Deep understanding of consumer behavior in high-value retail
• Strong commercial mindset with creative problem-solving ability

Why Join Us

• Fast-Growing Global Brand –38 years of experience with ₹30,000+ crore turnover, 11M+ customers across 12 countries.
• Opportunity to lead digital growth for a premium jewellery brand
• Ownership of large budgets and high-impact decisions
• Direct influence on business revenue and brand direction
• Work in a fast-growing, ambitious, and entrepreneurial environment

About the Company

In 1956, Alukka Joseph Varghese opened a small retail jewellery store in Thrissur, Kerala. His son, Joy Alukkas built on his legacy, playing a key role in Alukkas' expansion into the Middle East and further afield. Today, popularly known as Joyalukkas Jewellery, it is the largest retail jewellery chain in the world owned by a single family and offers customers the option to choose from over one million exquisitely designed pieces of jewellery in gold, diamond, precious stone, platinum, Polki and pearl. Always evolving with the latest trends in jewellery, Joyalukkas combines heritage and modernity in equal measure, with creations ranging from timeless vintage pieces rooted in India's glorious past to elegant, modern pieces crafted in 18k gold. The pieces adhere to the highest quality standards, with Joyalukkas being the first jeweller in the Middle East to get the ISO 9001:2000 certification. With the concept of beauty in every piece at its heart, Joyalukkas has been honoured with multiple awards including the prestigious Dubai Quality awards. The 'Joyalukkas' brand today has earned the tag of the 'world's favourite jeweller' thanks to this focus on quality and the superlative service excellence of the entity's customer facing talent. Over the years, the company has thrived and grown at an exponential rate. It operates more than 190 stores worldwide spread across 12 countries in addition to online stores and has 10000 plus talent. Based on this solid foundation, Joyalukkas Jewellery has expanded into other businesses like Joyalukkas Exchange, Jolly Silks, Joyalukkas Lifestyle Developers, Luxury Aviation, and Mall of Joy, all of which come under the Joyalukkas Group. With a history of challenging the norms and holding high the flag of an unrivalled legacy, the Joyalukkas Group continues its quest to grow and scale as it expands its presence across the world.

Industry

Retail

Company size

10, employees

Founded

1988