Digital Marketing Manager

Digital Marketing Manager (Senior)

Location: Kalyan, Mumbai (on-site with field visits across Mumbai/Thane & Bengaluru)

Company: Solastaa Hair and Skin Private limited

About Solastaa

Solastaa Salon is a fast-growing premium beauty & grooming brand with multi-city stores, strong memberships, and an experience-first approach. We combine great artists, premium products, and technology (CRM/Zenoti) to deliver consistent results and a welcoming, luxury experience.

Why this role exists

We are hiring a senior-most Digital Marketing Manager (4–6 years) to own the entire marketing function end-to-end: performance marketing, content, SEO, CRM and automations, analytics, local discovery platforms, and influencer marketing. This is a hands-on leadership role for someone who can plan, execute, analyse, and scale—personally running ads, building funnels, and leading brand growth.

What you will own (end-to-end)

1) Full-funnel Performance Marketing

• Google Ads: Search, Performance Max, Display, YouTube, Google Maps/Local.
• Live examples you’ll run: “best salon near me”, “Botox treatment Kalyan”, competitor conquesting, store-launch bursts, remarketing.
• Meta Ads (Instagram + Facebook): Reels, Stories, Carousel, Lead Ads, Click-to-WhatsApp.
• Creative you’ll lead: before/after transformations, offer creatives, UGC-style reels.

2) Local Discovery & Lead Platforms

• Justdial / Sulekha: Paid listings, lead qualification, response SLAs, CPL control.
• Urban Company (if/where applicable): Listing optimization, response rates, reviews.
• Nearbuy: Deal constructs for controlled discounting and new walk-ins.
• Experimental: Zomato/Swiggy lifestyle pilots where available.

3) SEO & Local SEO (Maps Pack)

• On-page SEO: service pages (hair spa, keratin, bridal), internal linking, LSI keywords, schema.
• Local SEO: Google Business Profile optimization, NAP citations, category/attribute hygiene, reviews & rating growth, geo-pages for Kalyan/Thane/Dombivli and Bengaluru micro-markets.

4) Content & Social

• Monthly editorial calendar: reels, carousels, shorts, blog posts, emailers, WhatsApp creatives.
• Creative direction: shoot briefs, before/after libraries, influencer collabs, UGC programs.
• Brand voice: premium, expert, friendly; consistent across all touchpoints.

5) CRM, Automations & Retention (Zenoti-first)

• Lifecycle journeys: lead nurture, no-show win-back, rebooking nudges, cart/intent recovery.
• Offer engines you’ll run: Happy Hours (Mon–Thu 12–5), birthday week specials, one-time 50% service promos, membership pushes, voucher redemptions—integrated with Zenoti.
• Channels: WhatsApp Business API, email, SMS, push (where applicable).

6) Analytics, Budgeting & ROI

• Attribution & tracking: GA4, UTM discipline, Meta Pixel, Google Tags, offline conversion import, call tracking.
• Dashboards & reporting: weekly performance reports, store-level scorecards, cohort insights.
• Commercials: monthly/quarterly media plans, ROAS targets, CAC/LTV modelling.

7) Leadership & Collaboration

• Own the marketing roadmap and calendar; align with founders, operations, and store managers.
• Manage agencies/freelancers (only where needed) while staying hands-on with campaigns.
• Train front-desk/telecalling on lead handling, response SLAs, and review generation.

Outcomes you’ll deliver (KPIs)

• Walk-ins & online bookings per store (MoM growth).
• Qualified leads and cost per lead (CPL) from Google/Meta/Justdial/Sulekha.
• Membership sales & renewals, rebooking rate uplift.
• Local SEO: Top-3 Map Pack rankings for priority keywords and locations.
• Revenue attribution and ROAS by channel; reduction in blended CAC.
• Reviews & ratings growth with response management.

Day-to-day responsibilities

• Plan and run search, social, maps, display, and video campaigns—hands-on in the ad accounts.
• Build landing pages and offer flows; A/B test copy, creatives, CTAs, and pricing hooks.
• Do on-page SEO (titles, H1s, content, internal links, schemas) and manage backlinks ethically.
• Write briefs and produce content (reels/storyboards, carousels, email/WhatsApp copy).
• Set up automations and segments in CRM; create drip, win-back, and referral flows.
• Own budgets, pacing, and forecasting; publish weekly performance decks and insights.
• Track market and marketing trends (formats, algorithms, privacy, AI tools) and convert them into test-and-learn sprints.
• Partner with store ops for offer calendar, new-store launch playbooks, and in-store collateral.

Must-have skills (senior level; hands-on)

• 4–6 years in digital/performance marketing for retail, beauty, wellness, or D2C services.
• Expert in Google Ads & Meta Ads: keyword strategy, bidding, structure, creatives, remarketing, lookalikes, YouTube.
• SEO & Local SEO: content plans, GBP optimization, review velocity, citations, schema.
• Marketing automation & CRM: journeys, segmentation, WhatsApp/email, personalization.
• Analytics: GA4, Tag Manager, Data Studio/Looker Studio, conversion tracking, UTM rigor.
• Creative tools: Canva/Adobe for quick edits and ad/social-ready assets.
• Basic HTML/CSS for landing page tweaks and on-page SEO hygiene.
• Strong copywriting for ads, landing pages, emails, and social captions.
• Trendspotting: reels formats, creator collabs, AI-assisted workflows, privacy changes.

Nice-to-have: Zenoti experience, call-tracking setup, influencer program management, marketplace ads (Nearbuy/Urban Company), Hindi/Marathi/Kannada copy.

What success looks like in 90 days

• Live, structured campaigns across Google, Meta, and Justdial/Sulekha with tracking and dashboards.
• Local SEO uplift: optimized Google Business Profiles for all stores; review growth playbook live.
• Always-on lifecycle automations (WhatsApp/email) for rebooking, birthdays, and membership drives.
• Weekly growth ops ritual with founders and store managers; clear KPI baselines and goals.

Growth path and culture

• Direct visibility to founders; opportunity to scale into Head of Marketing as we expand.
• Test-and-learn culture, fast execution, clear ownership, and data-driven decisions.

Compensation

Competitive salary + performance incentives. Tools/training budgets for continuous upskilling.

How to apply

Email your resume/portfolio or case studies (campaign screenshots, results, decks) to careers@solastaa.com with the subject: Digital Marketing Manager – Your

Name. Include 2–3 examples of campaigns you personally ran and the ROI achieved.

Role

Digital Marketing Manager, Performance Marketing, Growth Marketing, Google Ads, Meta Ads, Instagram Ads, Facebook Ads, YouTube Ads, Google Maps Ads, Local SEO, Google Business Profile, SEO Manager, SEM, SMM, GA4, Google Tag Manager, Looker Studio, UTM, Remarketing, Lookalike Audiences, Lead Generation, WhatsApp Marketing, Email Marketing, Marketing Automation, CRM, Zenoti, Justdial Ads, Sulekha Ads, Urban Company, Nearbuy, Influencer Marketing, UGC, Content Marketing, Copywriting, Reels, Shorts, A/B Testing, CPL, CAC, LTV, ROAS, Conversion Rate, Salon Marketing, Retail Marketing, Beauty Industry Marketing, Multi-location Marketing.