Senior Marketing And Digital Manager

JD-Senior Manager (Digital Marketing).

The person should not merely manage Facebook, Instagram or advertisements. The responsibility should be to build Amartex FamilyMart into a well-known, trusted and talked-about retail brand across North India.

The role should integrate five functions:

• Digital marketing and social media.
• Influencer and celebrity collaborations.
• PR, media and brand communications.
• Creative and advertising agencies.
• Local store marketing and customer engagement.

• 1. Recommended designation
• Senior Manager Digital Marketing, Brand & Communications
• Amartex FamilyMart
• Recommended designation
• Senior management position | Gurgaon / Delhi NCR preferred
• Reporting: CEO / Business Head, Amartex FamilyMart, with direct access to CMD for brand strategy reviews.
• I prefer this designation over simply Chief of Digital Marketing because the person will own the entire brand communication ecosystem, not just digital advertising.
• 2. Job description (JD)
• Senior Manager – DIGITAL MARKETING, BRAND & COMMUNICATIONS
• Amartex FamilyMart
• Role Objective

To establish Amartex FamilyMart as one of North India’s most recognised, trusted and preferred retail brands through integrated digital marketing, influencer partnerships, PR, creative campaigns and customer engagement.

The incumbent will own the brand’s communication strategy and coordinate all external agencies, influencers, media partners and internal teams to create significant brand visibility, customer footfall and business growth.

Key Responsibilities

1. Digital Marketing & Social Media

• Develop and execute an annual digital marketing and brand-building strategy.
• Manage Instagram, Facebook, YouTube and other relevant digital platforms.
• Create engaging content, reels, videos, campaigns and customer stories.
• Drive organic reach, engagement, followers and brand awareness.
• Plan and execute performance marketing campaigns, including Meta and Google Ads.
• Build a strong online community around Amartex FamilyMart.

2. Influencer & Celebrity Marketing

• Identify and engage regional and national influencers.
• Develop relationships with food, lifestyle, fashion, family and local influencers.
• Organise influencer visits, store activations, product promotions and collaborations.
• Negotiate commercial terms and ensure measurable returns on influencer investments.
• Explore celebrity endorsements and brand ambassador opportunities.

3. PR & Media Relations

• Develop a strong PR strategy for Amartex FamilyMart.
• Coordinate with PR agencies, newspapers, television, digital media and regional publications.
• Generate positive brand stories, interviews, announcements and campaign coverage.
• Build relationships with journalists and media houses.
• Manage brand reputation and crisis communication.

4. Agency Management

• Identify, appoint and manage creative, digital, PR and media agencies.
• Prepare clear briefs, campaign calendars and deliverables.
• Ensure timely execution and quality of campaigns.
• Monitor agency performance, budgets and ROI.
• Act as the single coordination point between Amartex management and external agencies.

5. Store-Level Marketing & Customer Engagement

• Drive local digital campaigns around individual FamilyMart stores.
• Use Google Business Profiles, local influencers and WhatsApp marketing.
• Plan festivals, seasonal promotions, store launches and customer events.
• Increase store footfall, repeat visits and customer loyalty.
• Coordinate with retail operations for consistent execution across all stores.

6. Brand Strategy & Creative Direction

• Maintain consistent brand identity, communication and visual standards.
• Develop memorable campaigns around value, quality, trust and family shopping.
• Position Amartex FamilyMart as a modern, value-driven family shopping destination.
• Build campaigns that differentiate Amartex from competing retail chains.

• Key Performance Indicators (KPIs)
• 1. Growth in social media reach, engagement and relevant followers.
• 2. Brand awareness and regional market visibility.
• 3. Influencer campaign reach, engagement and cost effectiveness.
• 4. PR coverage and quality of media mentions.
• 5. Digital campaign ROI and customer acquisition cost.
• 6. Store footfall growth attributable to marketing campaigns.
• 7. Growth in customer engagement, repeat visits and loyalty.
• 8. Timely execution of the annual marketing calendar.
• 9. Marketing budget utilisation and measurable returns.
• First 90 Days
• Days 1–30: Understand & Strategise

• Study Amartex FamilyMart’s business, customers, stores and competitors.
• Audit existing digital presence, agencies and marketing activities.
• Develop a comprehensive 12-month brand and marketing plan.

Days 31–60: Build & Execute

• Finalise agency partnerships and influencer network.
• Establish social media content and PR calendars.
• Launch the first integrated digital and influencer campaigns.

Days 61–90: Scale & Measure

• Launch high-impact regional campaigns.
• Develop store-wise local marketing programmes.
• Present campaign performance, ROI and next-quarter growth strategy to management.

Candidate Profile

• 8–12 years of experience in digital marketing, brand management and communications.
• Experience with retail, FMCG, fashion, lifestyle or consumer-facing brands preferred.
• Strong understanding of influencer marketing, social media, PR and performance marketing.
• Experience managing agencies, teams and marketing budgets.
• Excellent communication, negotiation and creative thinking skills.
• Commercially oriented, with the ability to connect marketing investment to business results.

Personal Attributes

• Energetic, creative and result-oriented.
• Excellent relationship-building and coordination skills.
• Strong execution and follow-up capabilities.
• Able to work independently and take ownership.
• Thinks like a brand builder and business partner, not just a marketing executive.

• 3. My suggested team structure
• The Head should be the single-point owner. He or she need not personally do everything.
• Senior Manager – Digital Marketing, Brand & Communications
• Overall strategy, coordination, budget and results
• Digital & Social Media
• Content, reels, ads, analytics
• Influencer Marketing
• Creators, collaborations, events
• PR & Communications
• Media, press, reputation
• Creative & Agency Coordination
• Campaigns, design, execution
• Lean internal team supported by specialist external agencies.
• 4. My hiring recommendations

• Experience: 8–12 years.
• Preferred background: Reliance Retail, D-Mart, Trent, V-Mart, Shoppers Stop, Myntra or strong FMCG/consumer brands.
• Location: Gurgaon / Delhi NCR.
• Indicative CTC: 18–30 lakh annually, depending on capability and experience.
• Priority: Someone who has actually built a consumer brand, not merely managed social media accounts.