Senior Manager - Digital Marketing

Experience: 10 - 12 years

Location: Bangalore

Role Overview

We are looking for a Senior Manager – Digital Marketing to lead the brand’s digital

marketing agenda across Social Media, Influencer & Creator Marketing, Paid Media,

Marketplace Marketing, Online Reputation Management (ORM) and Digital Analytics.

The role will be responsible for translating the overall marketing and brand strategy into

a strong, integrated digital strategy and ensuring effective execution across digital

touchpoints.

The ideal candidate will have a strong understanding of brand building, digital marketing

and performance marketing, with the ability to balance long-term brand objectives with

measurable campaign outcomes.

This is a strategic and executional leadership role, requiring the candidate to lead

internal teams and external agencies, manage digital investments, identify

opportunities, challenge recommendations and ensure high-quality execution.

The role will work closely with the respective teams to ensure integration of digital

initiatives with broader brand and business priorities.

Key Responsibilities

• Digital Marketing Strategy & Planning

• Develop and implement the overall digital marketing strategy in alignment with

the brand and marketing strategy.

• Develop digital plans for annual priorities, campaigns, product launches and key

• Define the role of digital channels across awareness, engagement, consideration

brand moments.

and action.

• Recommend the appropriate platform, audience, format and investment mix

based on campaign objectives.

•

Identify emerging digital platforms, technologies, consumer behaviours and

trends relevant to the brand.

• Ensure digital initiatives are aligned with the overall brand positioning,

communication strategy and marketing calendar.

• Drive integration across Social, Influencer, Paid Media, Marketplace and ORM

initiatives.

• Social Media

• Lead the overall social media strategy and channel planning for the brand.

• Define the role, objectives and approach for individual social platforms.

• Develop social media strategies based on audience, competitive and platform

insights.

• Partner with Content and Creative teams to translate brand campaigns

effectively across digital and social platforms.

• Monitor social performance, audience behaviour and competitive activity.

•

Identify opportunities to improve engagement, relevance, community growth and

brand visibility.

• Ensure consistency of the brand’s identity and communication across social

• Influencer & Creator Marketing

platforms.

brand.

• Develop and own the overall influencer and creator marketing strategy for the

• Build influencer strategies across brand building, product/category

communication, launches, cultural moments and relevant consumer

conversations.

•

Identify the right creator segments, platforms, communities and formats based

on target audience and campaign objectives.

• Build and manage an influencer ecosystem across celebrity, macro, mid-tier,

micro and niche/community creators, as relevant.

• Lead influencer strategy for key brand campaigns and ensure integration with

Social, Paid Media and broader Marcom initiatives.

• Work with Creative/Content teams and agencies to develop effective creator

briefs while ensuring brand consistency and creator authenticity.

•

Identify opportunities to amplify high-performing creator content through paid

media.

• Develop frameworks to evaluate influencer effectiveness across reach,

engagement, audience quality, content performance and brand impact.

• Track emerging creators, platforms, trends and consumer behaviours to identify

new opportunities.

• Build long-term creator relationships and partnerships for the brand.

• Paid Media & Performance Marketing

• Lead the planning and execution of paid digital media across platforms including

Meta, Google, YouTube, programmatic and other relevant platforms.

• Develop audience targeting, media mix, investment allocation and optimization

strategies.

• Work with media agencies to develop effective media plans and challenge

recommendations where required.

• Monitor campaign performance and identify opportunities to improve

effectiveness and efficiency.

• Track metrics including reach, frequency, CPM, CTR, engagement, video

completion, traffic, CPA, ROAS and conversion, as relevant to campaign

objectives.

• Apply performance marketing principles to improve digital effectiveness while

maintaining focus on brand objectives.

• Ensure effective utilization and optimization of digital media budgets.

• Marketplace/OTT Marketing

• Lead the marketing and brand visibility agenda across relevant marketplace

platforms.

marketplaces.

• Develop strategies to strengthen the brand’s digital presence and visibility across

• Work closely with E-commerce/Digital Commerce teams on launches,

campaigns and key brand moments.

•

Identify relevant marketplace media, advertising and visibility opportunities.

• Monitor brand presence, consumer feedback, ratings/reviews and competitive

• Ensure marketplace marketing initiatives are integrated with broader brand and

activity.

digital campaigns.

• Online Reputation Management (ORM)

• Lead the brand’s overall ORM strategy across social media, marketplaces and

• Establish effective processes for monitoring, responding to and escalating

• Partner with Customer Service and relevant internal teams to address consumer

• Monitor consumer sentiment and identify recurring consumer issues or

relevant digital touchpoints.

consumer conversations.

concerns.

opportunities.

• Translate consumer conversations and feedback into actionable insights for the

Marketing/Brand teams.

•

Identify potential digital reputation risks and ensure timely escalation and

resolution.

• Digital Analytics & Insights

• Develop clear frameworks to measure digital marketing and campaign

effectiveness.

• Track and report digital performance against agreed KPIs.

• Develop regular digital performance dashboards and reviews.

• Analyse campaign, audience, platform and media data to identify actionable

insights.

execution.

opportunities.

• Recommend improvements to targeting, channel mix, investment and campaign

• Track consumer behaviour, digital trends and competitive activity to identify new

• Ensure digital reporting goes beyond vanity metrics and provides meaningful

marketing insights.

• Agency & Partner Management

• Manage relationships with media, social, influencer and ORM agencies and

other relevant digital partners.

• Provide clear briefs, objectives, deliverables and KPIs to external partners.

• Review and challenge agency strategies, media plans and recommendations.

• Ensure agencies deliver high quality, timely and accurate work.

• Drive accountability and effective utilization of digital marketing investments.

•

Identify and evaluate new agencies, partners, platforms and capabilities where

relevant.

• Team & Stakeholder Management

• Lead, mentor and develop the digital marketing team.

• Establish clear ownership, processes and ways of working within the function.

• Work closely with Brand, Content, E-commerce, Sales, Customer Service and

• Ensure seamless integration between digital plans and broader marketing

• Proactively identify execution gaps and drive timely resolution.

• Build strong cross-functional relationships to ensure effective delivery of

other stakeholders.

campaigns.

marketing priorities.

Key Success Measures

Success in this role will be measured through:

• Effectiveness of digital campaigns against defined objectives

• Quality and scale of digital reach

• Social engagement and community growth

• Digital share of voice

• Paid media effectiveness and efficiency

•

Influencer and creator campaign effectiveness

• Marketplace brand visibility

• ORM performance and consumer sentiment

• Quality of digital consumer insights

• Effective utilization of digital marketing budgets

• Timeliness and quality of digital execution

• Ability to identify and implement new digital opportunities

Years of Experience

• 10 to 12 years of relevant experience in Digital Marketing, preferably with a

consumer facing brand.

• Proven experience managing multiple digital marketing disciplines and leading

teams/agencies.

Technical & Functional Skills

• Strong expertise in Digital Marketing, Social Media, Influencer Marketing and

Paid Media.

platforms.

• Strong understanding of performance marketing and digital media platforms.

• Experience in developing and executing integrated digital campaigns.

• Strong understanding of influencer/creator ecosystems and emerging digital

• Understanding of marketplace marketing and digital consumer touchpoints.

• Strong analytical and data interpretation skills.

• Ability to use data and insights to improve campaign effectiveness.

• Strong marketing and business acumen.

• Strong understanding of consumer behaviour and digital trends.

• Agency and partner management experience.

• Budget planning and management experience.

Behavioral Skills

• Strong strategic thinking and problem-solving ability.

• Excellent planning, organizing and execution skills.

• Strong leadership and team management capabilities.

• High attention to detail and ownership of execution quality.

• Strong communication and presentation skills.

• Creative and curious, with the ability to identify new digital opportunities.

• Ability to work in a fast-paced and evolving digital environment.

• Strong interpersonal and collaboration skills.

What We Are Looking For

The ideal candidate should be able to connect the dots across Social, Influencers, Paid

Media, Marketplaces and ORM, rather than operate these as isolated digital channels.

They should be able to take the overall brand objective, determine where and how the

brand should engage consumers digitally, build the right channel strategy, guide

agencies and teams, evaluate performance and continuously improve the approach.

The candidate should be equally comfortable discussing brand impact and consumer

engagement as they are discussing media efficiency, performance metrics and

campaign optimization.

Most importantly, they should be a strong digital marketing leader who takes ownership

of strategy and execution, rather than simply coordinating agencies or individual digital

channels.