Job Title

Location:Mumbai Designation :General Manager Activations & Alliances Experience:10 –15 years Education:MBA Marketing Industry Preference:Retail, Luxury, Automobile, or Hospitality (Premium Service Background)About TBZ- The original TBZ – The Original is one of India’s most trusted and iconic jewellery brands, celebrated for its craftsmanship, design leadership, and rich legacy. We are seeking a strategic leader to drive our on-ground visibility and customer acquisition engines.Role Overview The GM – Activation & alliances is a pivotal leadership role responsible for the "Experience" and "Acquisition" arm of marketing. You will lead the strategy for store activations, strategic partnerships, and customer loyalty, ensuring that footfall targets are met through targeted on-ground initiatives. You will oversee the Central Activation, Regional Activation & alliancesReports to Head of MarketingKey Responsibilities BTL Strategy & Calendar Develop and own the annual BTL marketing calendar, aligning activation themes with key sales periods & collection launches (Diwali, Akshaya Tritiya, Wedding Season, regional festivals etc). Design scalable activation properties (e.g., High-Tea events, Trunk Shows, Mall Installations) that can be deployed across metros and Tier-2 cities. Integrate hyperlocal nuances into national campaigns to ensure relevance in diverse markets (e.g., distinct activation styles for Gujarat vs. Eastern India). Identify catchments beyond the main cities to drive brand exhibitions in coordination with store teams Strategic Alliances & Partnerships Build high-level partnerships with non-competing luxury/premium brands (e.g. Bank Cards, Luxury Real Estate Developers, Premium Airlines, Private Banking) to access HNI databases. Negotiate and structure long-term commercial deals with partners to reduce cost of acquisition (COA) for new customers Drive cross-promotion initiatives where TBZ brand presence can showcased at partner venues.Budget & ROI Management Manage the national BTL and Activation budget, allocating funds based on regional store revenue potential. Implement rigorous tracking of Cost Per Walk-in (CPW) and Return on Marketing Investment (ROMI) for every on-ground spend Conduct quarterly reviews to optimize vendor spends and negotiate rate contracts for fabrication and manpower.Team Leadership Lead and mentor the Central Activation, Regional Marketing to ensure seamless execution from strategy to store level. Develop a "Gold Standard" vendor ecosystem for events, ensuring premium finish and timely delivery across all locations Train regional teams on "Experiential Luxury" standards to ensure every customer interaction reflects the brand's legacyCross-Functional Collaboration Collaborate effectively with brand, crm, merchandising, store operations team for seamless planning & executionKey Success Metrics Footfall Growth: % increase in walk-ins during activation periods vs. non-activation days. New Customer Acquisition: Number of new leads generated through alliances and BTL events. ROI / Effectiveness: Marketing cost per new customer acquired (CPNCA) via on-ground channels. Alliance Value: Total value of media/database access secured through barter/strategic partnerships.Why Join TBZ TBZ is embarking on a journey to define the next chapter of its legacy. We are committed to an aggressive and dynamic brand approach that will: Elevate our positioning as a leader in design and trust. Introduce fresh narratives that highlight our exquisite craftsmanship and heritage. Drive new customer engagement through innovative campaigns. Work in fast paced, consumer focused and result driven environment stimulating your creative and analytical mindset