Job Description

Job Requirements

Unique Job Role Marketing Lead _ Mia Function Marketing Reporting to Head - Category & Marketing


Role Overview


We are seeking a strategic and creative Marketing Lead to take charge of the brand's marketing initiatives across channels.


This role requires an individual with a deep understanding of brand positioning, digital and traditional marketing, customer


engagement, and data-driven decision-making. You will lead the development and execution of campaigns that build brand


love, drive footfalls, increase conversion, and grow customer loyalty


External Interfaces

Agencies (Media, research, creative, PR) Vendors Dealers and franchises

Internal Interfaces

Category Team Demand Planning Team Design team Visual merchandising team Retail team Commercial Team IT and Analytics Team

Job Requirements


Education o MBA form a premier college preferably in marketing


Relevant Experience o 8 - 10 years of experience in marketing (product and communications) in similar industry


Behavioural Skills o Thinks big o Business savvy o Entrepreneurial drive o Nurture relationship o Influence for impact o Ability to lead diverse team o Accountability o Believes in people o Curious o Is passionate about categories and products


Knowledge o ATL and BTL Media Planning knowledge o Brand and communications knowledge o Knowledge of digital and social media marketing o Content and Influencer Marketing


Why Join Mia?

Work with a purpose-led, design-first brand in the jewellery division of Titan Company Collaborate with a young, collaborative, creative, and dynamic team. Shape the voice of a young leading brand that celebrates individuality and self-expression.


Process Contributions


Process Contribution Process Outcome Performance Measure


Brand Strategy & Positioning


1. Develop and refine Mia's brand strategy to strengthen its


positioning as a modern, aspirational jewelery brand for young


Indian diaspora. Annual operating plan and calendar Achievement against the plan Adherence to timelines Adherence to guidelines


2. Ensure consistent brand messaging and visual identity across all touchpoints. 3. Collaborate with the design and product teams to align marketing with seasonal collections and launches. Brand strategy aligned to the business strategy


Campaign Development & Execution


1. Conceptualize and lead integrated marketing campaigns (digital,


ATL, BTL) for product launches, festivals, and brand moments.


2. Work with creative agencies to craft compelling narratives, visual


stories, and engaging content.


3. Develop a bank of shoulder content for the brand, that pushes the


narrative of Mia among young consumers. Branding strategy and plan Brand brief Brand engagement score Adherence to branding guidelines


Digital Marketing & Brand Commerce Growth


1. Own the digital strategy - including performance marketing,


SEO/SEM, social media, influencer collaborations, and email


campaigns.


2. Use Analytics and AI/ML platforms to sharpen the campaign


execution plans.


3. Drive traffic and conversions through Mia's e-commerce platforms


and marketplace partners.


4. Monitor and analyse campaign effectiveness using digital tools and


analytics. Brand Scores Digital Metrics Adherence to the plan Brand engagement score


Retail Marketing & Visual Merchandising


1. Partner with retail and VM teams to drive in-store promotions, POS


communication, and localized marketing strategies.


2. Support store openings, events, and activations with targeted


campaigns to boost footfalls and engagement. Cross collaboration Course correction Performance against the statement of work Achievement of targets


Consumer Insights & Data-Driven Marketing


1. Leverage consumer insights, market trends, and competitor analysis


and plough it back to strengthen the brand strategy.


2. Utilize CRM and analytics tools to segment audiences, personalize


communication, and improve ROI. Ideation Collaboration Performance against the statement of work Achievement of targets


Budget Management & ROI


1. Manage the marketing budget efficiently and ensure optimal


utilization of resources across media, agency retainers and creative


development.


2. Track campaign performance metrics and present regular reports on


KPIs and ROI. Budget planning Quarterly update and review Adherence to timelines Periodic process monitoring and review


Team and Stakeholder Management


1. Collaborate closely with internal teams (design, sales, product, retail,


PR) and external partners (agencies, influencers).


2. Mentor junior marketers and foster a high-performance and


collaborative culture. Employee experience Trained employees TAT for recruitment Employee engagement score Effectiveness of training