DIGITAL MARKETING

Job Description:

A Digital Marketing Manager in the Jewellery Industry is a pivotal role responsible for creating and executing online strategies to promote a jewellery brand, attract customers, and drive sales through digital channels. This role requires a combination of creativity, data-driven decision-making, and industry-specific knowledge to help position the brand in a highly competitive market.

Here’s an overview of the key responsibilities, skills, and qualifications for a Digital Marketing Manager in the Jewellery Industry:

Key Responsibilities:

1. Develop and Execute Digital Marketing Strategy:

   • Create a comprehensive digital marketing strategy that aligns with the brand’s goals, target audience, and product offerings (e.g., engagement rings, luxury jewellery, custom-made pieces).
   • Ensure the strategy covers all digital marketing channels, including social media, SEO, content marketing, email marketing, PPC (pay-per-click), and influencer partnerships.

2. Social Media Marketing & Management:

   • Lead social media campaigns across platforms like Instagram, Facebook, Pinterest, and TikTok. Showcase jewellery products in a visually appealing way, highlighting quality, craftsmanship, and design inspiration.
   • Work with social media teams to plan, schedule, and execute posts, ensuring the content aligns with brand identity.
   • Engage with followers, respond to comments and messages, and grow an active online community around the brand.

3. Search Engine Optimization (SEO):

   • Optimize the jewellery brand’s website and content to rank higher on search engines for relevant keywords like "custom engagement rings," "luxury jewellery," or "best diamond rings."
   • Conduct keyword research, optimize product descriptions, images, and blog posts, and ensure that technical SEO practices are implemented.
   • Monitor organic search rankings and traffic, adjusting SEO strategies to drive growth.

4. Content Marketing and Strategy:

   • Develop engaging, high-quality content (blog posts, videos, lookbooks, and product features) that educates, informs, and entertains the audience.
   • Create content that highlights the unique selling propositions of the jewellery, such as ethical sourcing, craftsmanship, or customization options.
   • Leverage visual content, such as professional photoshoots or 360-degree videos, to showcase the beauty and quality of the jewellery.

5. Paid Media (PPC & Social Ads):

   • Manage and optimize paid media campaigns on platforms like Google Ads, Facebook Ads, and Instagram Ads. Target the right audience segments to drive qualified traffic to the website.
   • Run ads for specific promotions (e.g., Valentine’s Day, wedding season sales), new collection launches, or special offers.
   • Continuously analyze ad performance and adjust strategies for better ROI, A/B testing creatives, and optimizing budgets.

6. Email Marketing:

   • Build and manage email marketing campaigns, including newsletters, product launches, promotions, and personalized recommendations.
   • Segment email lists based on customer preferences, behaviors, and demographics to ensure targeted messaging.
   • Track open rates, click-through rates, and conversions to optimize future email campaigns.

7. Influencer and Affiliate Marketing:

   • Collaborate with influencers, bloggers, and celebrities to expand brand awareness and reach new customers. This could include product collaborations, sponsored posts, or unboxing videos.
   • Develop affiliate marketing programs to allow influencers and brand partners to earn commissions on sales they drive.
   • Manage and nurture relationships with influencers and affiliates to ensure ongoing partnerships.

8. Analytics and Reporting:

   • Monitor digital marketing campaigns and key metrics (e.g., traffic, sales, engagement, lead generation) using tools like Google Analytics, social media insights, and email performance reports.
   • Use data-driven insights to adjust campaigns, improve performance, and demonstrate ROI.
   • Prepare regular performance reports for senior management, highlighting key achievements and areas for improvement.

9. Website Management and E-commerce Optimization:

   • Oversee the user experience (UX) and design of the brand’s website, ensuring it is optimized for conversions and provides a seamless customer journey.
   • Ensure that the website is mobile-friendly, easy to navigate, and optimized for speed, especially for high-quality jewellery product images.
   • Work with the e-commerce team to integrate digital marketing efforts with online sales funnels (e.g., abandoned cart recovery, upselling, cross-selling).

Skills and Qualifications:

1. Experience in Digital Marketing:

   • Proven experience in digital marketing, especially in the luxury or retail sector. A background in managing digital campaigns, SEO, content creation, and social media marketing is essential.
   • Previous experience in the jewellery or fashion industry is a plus, as it helps understand the unique needs of the target audience.

2. Strong Knowledge of Digital Tools and Platforms:

   • Proficiency in tools like Google Analytics, SEMrush, HubSpot, Hootsuite, Mailchimp, Google Ads, Facebook Ads Manager, and other digital marketing platforms.
   • Experience with SEO tools for keyword research, on-page SEO, and backlink strategies.
   • Familiarity with e-commerce platforms like Shopify, WooCommerce, or Magento.

3. Creative & Analytical Skills:

   • Strong creative skills to develop visually appealing and engaging content for digital platforms.
   • Analytical mindset to track campaign performance, interpret data, and adjust strategies to achieve optimal results.

4. Strong Communication Skills:

   • Excellent verbal and written communication skills, with the ability to convey brand messaging in a clear, engaging manner across digital platforms.
   • Ability to collaborate and work cross-functionally with design, product, and sales teams to ensure the marketing strategy aligns with overall business goals.

5. Project Management:

   • Strong organizational skills and the ability to manage multiple campaigns, deadlines, and projects simultaneously.
   • Ability to work efficiently under pressure, manage resources, and collaborate with external agencies or freelancers as needed.

6. Luxury Branding & Customer Experience:

   • In-depth understanding of the luxury market and the customer’s expectations when purchasing high-end jewellery.
   • Knowledge of customer personas and the ability to create personalized marketing strategies that build emotional connections with buyers.

Traits:

• Customer-Centric: The ability to understand customer needs and deliver personalized digital experiences that resonate with their preferences and desires.
• Creative Visionary: Capable of producing fresh, innovative ideas that stand out in a competitive market.
• Results-Oriented: Focused on achieving measurable outcomes like increased sales, engagement, and brand awareness.
• Adaptable & Trend-Savvy: Keeping up with the latest digital marketing trends, tools, and technologies and adjusting strategies accordingly.