Brand & Marketing Manager

COMPANY DESCRIPTION
Sonir is a fine jewellery brand based in New Delhi, specialising in lab-grown diamonds, natural diamonds and gemstones in gold, silver and platinum. We sell through our flagship store in Karol Bagh, our website (sonir.in), and a growing Instagram community (@sonir.in and @jeweltalkbyadarsh). With a family legacy in jewellery and in-house design and production, we’re taking Sonir from a well-loved local name to a national brand.
ROLE DESCRIPTION
Brand & Marketing Manager
Location: Karol Bagh, New Delhi (on-site)
Type: Full-time
Timings: 11:30 AM – 7:45 PM
Experience: 2–4 years in marketing, content or brand roles (jewellery, fashion, lifestyle, luxury or D2C preferred)
Sonir is at an inflection point. We’re growing from a loved local jewellery brand into a national one, and we’re building our marketing in-house, AI-first, from the ground up. No agency layers, no slow approvals. Just you, the founder, and the freedom to build.
This is not a role where you execute someone else’s plan. You’ll work directly with the founder to shape how Sonir grows: what we say, how we look, which campaigns we run, and how every lead turns into a customer. You’ll own marketing end to end across online and offline channels, working with our ads partner, photographer and store team, and using AI to do the work of a much larger team.
If you’ve been looking for a role where your work visibly moves the business, and where you can grow as fast as the brand does, this is it. As Sonir scales, this role is designed to grow into leading the marketing function.
WHAT YOU’LL OWN
Marketing strategy and planning
Build the monthly marketing plan and content calendar with the founder, aligned to launches, festive seasons, wedding season and exhibitions.
Set goals for each channel, track results and report on what’s working.
Social media and content
Run both Instagram accounts (@sonir.in and @jeweltalkbyadarsh): strategy, content, posting, community and growth.
Plan and lead regular shoots in the store: product, flat-lays, close-ups, model, founder, team and behind-the-scenes content.
Edit short-form video yourself or brief our editor clearly, and keep a well-organised content library.
Spot stories on the store floor, such as new arrivals, bridal and custom pieces, customer moments and team stories, and turn them into content.
Ads and lead management
Work closely with our ads partner on campaign planning, creatives, offers and landing pages, and turn ad results into better content and campaigns.
Own Meta and WhatsApp leads end to end: timely first response, qualifying, nurturing and booking store visits or video consultations.
Coordinate with the store team on lead handover and follow-ups, and track lead-to-visit and lead-to-sale conversion.
Share regular insights on lead quality and what’s converting, to sharpen targeting and creatives.
Website, SEO and CRM
Manage marketing on our Shopify site (sonir.in): banners, collections, landing pages, product content and SEO.
Run WhatsApp and email marketing: broadcasts, automations and customer retention journeys.
Offline and brand
Plan and promote in-store events, exhibitions, pop-ups and festive campaigns.
Manage influencer and creator collaborations, PR opportunities and local partnerships.
Uphold brand standards across photography, video, displays and communication, and work with the store team on visual merchandising.
Own jewellery preparation for shoots (selection, styling, cleaning, placement), making sure every piece is catalogued and returned.
AI-first execution
Use AI tools across the workflow: copywriting, image and video creation and editing, research, automation and reporting.
Keep experimenting with new tools and build repeatable systems, so marketing scales without adding headcount.
WHAT WE’RE LOOKING FOR
2–4 years of hands-on experience across content, social media and brand marketing.
Strong content sense, with solid photography/videography and editing skills (CapCut, Premiere Pro or similar).
Real, practical use of AI tools in your marketing work. Show us examples.
A good understanding of how paid ads and lead funnels work, and comfort talking to customers on WhatsApp and phone.
Comfort with numbers: you track results, read them and act on them.
Good brand sense and an eye for styling and visual merchandising.
Clear communication, and the ability to coordinate with the store team, partners and freelancers.
Strong ownership and attention to detail, especially when handling high-value inventory.
A portfolio of campaigns and content you’ve created or led (required).
GOOD TO HAVE
Experience in fine jewellery, luxury, fashion or lifestyle.
Familiarity with Shopify, Google Analytics and WhatsApp marketing tools (e.g. Interakt).
Comfort being on camera or modelling pieces.
Experience with influencer marketing, events or exhibitions.
WHY JOIN US
Work directly with the founder, and learn how a brand is built from the inside.
Real ownership: your ideas go live in days, not months.
High-growth path: as Sonir scales nationally, this role grows into leading marketing.
Performance incentives linked to lead conversion and sales.
Freedom to build an AI-first marketing function from scratch.
Exposure to the complete jewellery business, from design and production to store and marketing.
Women looking to start or restart their careers are encouraged to apply.

Work arrangement
No