About the role
Location: New Delhi / Hybrid
Employment Type: Full-time
Experience: 2–5 years
Industry: Fashion / Lifestyle / D2C
Brand: Karvaah Collective LLP
About Karvaah
Karvaah, Karigar Ka Safar, is a contemporary Indian clothing brand rooted in traditional craftsmanship, Indian textile heritage, and thoughtful design.
We create clothing that brings together traditional craft and modern everyday style, while telling the stories of the artisans, materials, and techniques behind every piece.
We are looking for a Marketing Manager who can turn this story into a strong, recognizable brand and build a community around it.
What You'll Do
Develop and execute Karvaah's overall marketing strategy.
Build and manage the brand's presence across Instagram, Facebook, YouTube, Pinterest and other relevant platforms.
Plan monthly content calendars and marketing campaigns.
Drive D2C sales and customer acquisition through digital marketing.
Plan and manage Meta Ads and other paid campaigns.
Work closely with the creative team on photoshoots, reels, campaigns and brand communication.
Develop campaigns around Indian craftsmanship, artisans, fabrics, culture and Karvaah's collections.
Monitor website traffic, conversions, ROAS, CAC, engagement and other marketing KPIs.
Work on influencer marketing, creator collaborations and brand partnerships.
Develop email, WhatsApp and retention marketing campaigns.
Research competitors, fashion trends, customer behaviour and emerging opportunities.
Build marketing strategies for new collection launches and product drops.
Coordinate with photographers, designers, content creators and external agencies.
Develop campaigns that build brand recall, community and sales, not just followers.
Responsibilities
Key Responsibilities
Marketing Strategy
Create and execute Karvaah’s monthly and quarterly marketing plan.
Define campaigns for new launches, collections, offers, and festivals.
Build strategies for brand awareness, customer acquisition, and sales.
Social Media Management
Manage Instagram, Facebook, Pinterest, YouTube, etc.
Create and execute the content calendar.
Plan Reels, posts, stories, carousels, and campaigns.
Maintain Karvaah’s visual identity and brand voice.
Performance Marketing
Plan, launch, and optimize Meta Ads.
Manage advertising budgets.
Track ROAS, CAC, CTR, CPC, CPM and conversions.
Continuously test creatives, audiences, offers, and campaigns.
Content & Campaigns
Develop campaign concepts around Indian craft, artisans, textiles, culture and fashion.
Brief photographers, videographers, designers, and content creators.
Plan product shoots and campaign shoots.
Turn product stories into marketing content.
Influencer & Creator Marketing
Identify relevant fashion, lifestyle, travel and culture creators.
Manage collaborations and barter/paid campaigns.
Negotiate deliverables and track campaign performance.
E-commerce Marketing
Work with the Shopify/store team to improve conversion.
Plan product launches and collection drops.
Improve product presentation, offers, landing pages, and merchandising.
Track the customer journey from ad → website → purchase.
Customer Acquisition & Retention
Develop strategies to acquire new customers.
Plan email, WhatsApp and remarketing campaigns.
Build strategies for repeat purchases and customer loyalty.
Brand Building
Strengthen Karvaah's identity as a craft-led Indian clothing brand.
Build brand storytelling around artisans and traditional craftsmanship.
Maintain consistency across advertising, website, packaging and social media.
Analytics & Reporting
Track weekly and monthly marketing performance.
Prepare reports covering traffic, leads, sales, ad performance and customer acquisition.
Identify what's working and what's not, then adjust the strategy.
Competitor & Market Research
Monitor Indian fashion and D2C brands.
Study competitors, pricing, campaigns, content and customer behaviour.
Identify new marketing channels and growth opportunities.
Qualifications
Bachelor's degree in Marketing, Business Administration, Fashion Management, Communications, or a related field.
2–5 years of experience in marketing, preferably with a fashion, lifestyle, D2C, e-commerce, or consumer brand.
Strong hands-on experience with Meta Ads, Instagram marketing, and digital marketing.
Good understanding of D2C and e-commerce marketing funnels.
Experience with Shopify, Google Analytics, Meta Business Suite, and basic marketing analytics is preferred.
Strong content planning, copywriting, and campaign development skills.
Experience working with influencers, creators, photographers, designers, and production teams.
Ability to understand and work with marketing metrics such as ROAS, CAC, CTR, CPC, CPM, conversion rate, and revenue.
Strong communication, project management, and coordination skills.
A good eye for fashion, visual storytelling, branding, and contemporary Indian culture.
Candidates with a strong marketing portfolio or demonstrated campaign results will be preferred.