Digital Marketing Executive

1. JOB OBJECTIVE

We are looking for a skilled, creative and result-oriented Digital Marketing & E-commerce Growth Manager to take complete ownership of the company's digital presence and online business growth.

The candidate will be responsible for managing social media platforms, website operations (Shopify), Google Business Profile, digital advertising, SEO, content strategy, influencer marketing and online sales growth.

The objective is to increase brand awareness, website traffic, customer engagement, online conversions and overall revenue while establishing a strong digital presence in the Indian apparel and nightwear industry.

2. KEY RESPONSIBILITIESA. Social Media Management & Brand Building

• Manage all social media platforms, including Instagram, Facebook, YouTube and Pinterest.
• Develop and execute monthly social media strategies and content calendars.
• Plan and manage daily posts, reels, stories, product videos and campaigns.
• Create engaging content around nightwear, loungewear, kidswear and lifestyle products.
• Coordinate photoshoots, video shoots and influencer collaborations.
• Build brand identity and maintain consistent communication across platforms.
• Increase followers, engagement, reach and brand awareness organically.
• Monitor competitors and identify new social media trends.
• Handle social media messages, comments and customer queries.

B. Shopify Website Management & Growth

• Independently manage and operate the company's Shopify website.
• Upload new products with proper images, descriptions, pricing, sizes and specifications.
• Maintain product categories, collections, filters and website navigation.
• Manage inventory updates, product availability and catalogue accuracy.
• Improve website design, user experience and mobile responsiveness.
• Optimise product pages for better conversions.
• Manage homepage banners, landing pages, promotional offers and campaigns.
• Monitor website traffic, conversion rates, abandoned carts and sales.
• Identify website issues and coordinate with technical developers.
• Implement strategies to increase direct-to-consumer (D2C) sales.
• Manage Shopify apps, integrations and basic backend operations.

C. Performance Marketing & Paid Advertising

• Plan, execute and manage Meta Ads (Facebook and Instagram).
• Manage Google Ads, including Search, Display and Shopping campaigns.
• Develop audience targeting and retargeting strategies.
• Run campaigns for product launches, festivals, offers and seasonal collections.
• Generate quality website traffic and online sales.
• Optimise advertising budgets and reduce customer acquisition costs.
• Monitor ROAS, CPC, CPM, CTR and conversion rates.
• Conduct A/B testing of creatives, audiences and advertisements.
• Develop strategies for customer acquisition and repeat purchases.

D. SEO & Google Business Profile Management

• Improve website ranking through on-page and off-page SEO.
• Conduct keyword research relevant to nightwear, women's apparel and kidswear.
• Optimise product descriptions, collection pages, meta titles and meta descriptions.
• Manage Google Search Console and Google Analytics 4.
• Improve organic website traffic through SEO strategies.
• Manage Google Business Profile (GMB).
• Regularly update business information, photos, offers and posts.
• Monitor and respond to Google reviews.
• Improve local search visibility and generate showroom visits.
• Track keyword rankings and website search performance.

E. Content Creation & Creative Management

• Plan creative campaigns for product launches and brand promotions.
• Develop ideas for reels, product videos, lifestyle shoots and advertisements.
• Coordinate with graphic designers, photographers, models and video editors.
• Prepare creative briefs and ensure timely delivery of marketing content.
• Maintain brand consistency in colours, fonts, designs and communication.
• Create engaging product-focused and lifestyle-focused content.
• Use AI tools for content generation, creative development and marketing productivity.

F. Influencer & Affiliate Marketing

• Identify and collaborate with relevant fashion, lifestyle and mom influencers.
• Plan influencer campaigns and product collaborations.
• Coordinate product gifting and promotional activities.
• Track influencer reach, engagement, website traffic and sales.
• Develop affiliate and referral marketing opportunities.
• Build long-term relationships with relevant content creators.

G. Customer Engagement & WhatsApp Marketing

• Plan WhatsApp marketing campaigns for existing and potential customers.
• Manage customer databases and audience segmentation.
• Develop abandoned-cart recovery campaigns.
• Plan promotional messages, product launches and festival campaigns.
• Work on customer retention and repeat purchase strategies.
• Coordinate automated marketing through WhatsApp Business API and CRM tools.

H. Analytics, Reporting & Growth Strategy

• Track overall digital marketing performance.
• Monitor website visitors, sales, conversion rates and traffic sources.
• Prepare weekly and monthly marketing performance reports.
• Analyse advertising expenditure against revenue generated.
• Identify weak-performing products and marketing campaigns.
• Develop strategies to improve website conversions and sales.
• Study competitors, market trends and customer behaviour.
• Present growth strategies and performance updates to management.

3. TECHNICAL SKILLS REQUIREDThe candidate must have practical working knowledge of:

• Platform / ToolRequired KnowledgeShopifyWebsite management and backend operationsInstagramProfessional account and content managementFacebookPage and campaign managementMeta Ads ManagerPaid advertising and retargetingGoogle AdsSearch, Shopping and Display AdsGoogle Analytics 4Traffic and conversion trackingGoogle Search ConsoleSEO and website performanceGoogle Business ProfileLocal business managementCanvaBasic creative designingSEO ToolsKeyword research and optimisationWhatsApp Business APICampaigns and automationExcel / Google SheetsReporting and analyticsAI ToolsContent and marketing automation4. QUALIFICATIONS & EXPERIENCEGraduate in Marketing, Business Administration or a related field.
• 3–6 years of relevant digital marketing experience.
• Proven experience managing an e-commerce website.
• Strong hands-on experience with Shopify is mandatory.
• Experience in fashion, apparel, lifestyle or D2C brands preferred.
• Must have practical experience running Meta and Google Ads.
• Must understand SEO, analytics and conversion optimisation.
• Strong communication, creative thinking and problem-solving skills.
• Must be capable of independently managing marketing activities.

5. KEY PERFORMANCE INDICATORS (KPIs)Performance will be evaluated based on measurable business growth.

Performance AreaKey MeasurementSocial MediaFollowers, reach and engagementWebsite TrafficMonthly visitors and organic trafficWebsite SalesRevenue generated through D2CConversion RatePercentage of visitors converting into buyersPaid AdvertisingROAS and customer acquisition costSEOKeyword rankings and organic trafficGoogle BusinessReviews, visibility and customer enquiriesCustomer RetentionRepeat purchases and abandoned-cart recoveryContent MarketingReels, content quality and engagementReportingWeekly and monthly performance reports6. EXPECTED GROWTH TARGETSThe candidate will be expected to work towards the following objectives:

• Establishing the company as a recognised nightwear and lifestyle brand.
• Increasing Instagram and other social media presence.
• Growing direct website sales.
• Progressively achieving 400–500 D2C orders per month.
• Improving website conversion rates.
• Reducing dependency on third-party marketplaces.
• Increasing organic traffic through SEO.
• Generating profitable sales through Meta and Google advertising.
• Building a strong customer database.
• Increasing repeat purchases and customer engagement.
• Developing a consistent and professional brand identity.

Targets will be reviewed based on the available marketing budget, current performance and business growth.

7. REPORTING STRUCTUREReports To: Director – Retail & E-commerce / Management.

Works In Coordination With:

• Graphic Designer
• Photographer / Videographer
• E-commerce Operations Team
• Website Developer
• Retail Store Team
• Sales & Marketing Team

8. IMPORTANT EXPECTATIONSWe are not looking for someone who only uploads social media posts or creates Canva designs.

We need a person who can independently plan, execute, manage and grow the complete digital marketing and e-commerce business of the company.

The candidate must:

• Take ownership of digital marketing results.
• Have a strong understanding of e-commerce and online sales.
• Be capable of independently operating Shopify.
• Understand the commercial side of marketing.
• Convert marketing activities into actual business growth.
• Regularly analyse performance and implement improvements.
• Bring new ideas, strategies and growth opportunities to the company.