Manager – Offline Marketing

About Kisah

Kisah is a Kolkata-based men's ethnic and Indo-Western wear brand, established in 2018, targeting Gen Z and millennial customers who appreciate tradition with a modern touch. The product range includes kurta sets, sherwanis, bandhgalas, and coordinated family/kidswear designed for weddings, festivals, and celebrations. Having grown primarily through marketplace-first D2C channels and securing pre-Series A funding, Kisah is expanding its offline retail footprint from 2 to over 5 Exclusive Brand Outlets (EBOs) in major Indian cities. This expansion aims to transform Kisah from a digital-first label into a comprehensive omnichannel celebration wear destination.

About the Role

The Manager – Offline Marketing will spearhead the retail marketing strategy for Kisah's expanding EBO network across new cities. This role involves managing everything from store launch campaigns to in-store branding efforts and wedding or festive season events, ensuring the brand's bold and youthful digital identity is authentically represented in physical stores and local markets. Collaboration with the digital team is essential to maintain consistency between online and offline marketing actions.

Key Responsibilities

• Develop and implement the offline marketing calendar aligned with India's wedding and festival calendar (including sangeet, mehendi, haldi, reception, Diwali, Eid, etc.).
• Lead marketing efforts for new store openings, including generating pre-launch excitement, organizing launch-day events, and driving customer footfall in various metro cities.
• Coordinate in-store branding, visual merchandising collaterals, and point-of-sale materials reflecting Kisah's contemporary yet traditional brand aesthetic, in partnership with design and VM teams.
• Manage local area marketing initiatives such as mall partnerships, collaborations with wedding vendors and banquet venues, and community/influencer activities tailored to the demographic of each city.
• Oversee relationships with vendors, agencies, printers, and mall/property management to ensure effective and budget-conscious execution across the growing multi-city retail presence.
• Control and monitor the offline marketing budget, measuring expenditure against footfall, sales conversion rates, and overall store revenue impacts, with strong focus on ROI due to Kisah's funded growth phase.
• Collaborate closely with the D2C and digital marketing teams to amplify store launches, events, and festive campaigns via social media, influencer partnerships, and localized advertising to create a seamless omnichannel experience.
• Partner with store managers and founders to identify local marketing opportunities and customize activations according to each city's festive calendar and customer characteristics.
• Track, analyze, and report on campaign ROI, customer footfall trends, and brand visibility data, providing insights to refine marketing and expansion strategies.
• Remain vigilant of competitor movements within the men's ethnic and D2C-to-offline market segments (notably brands like Libas and Manyavar) to ensure Kisah's offline presence remains distinctive and competitive.

Candidate Profile

• Educational qualification of graduate level, with preference for MBA or PGDM in Marketing.
• 5 to 9 years of experience in offline or retail marketing, particularly within fashion, ethnic wear, or D2C-to-offline retail environments.
• Proven experience in supporting store launches and executing multi-city retail expansion strategies is advantageous.
• Ability to thrive in a dynamic, founder-led startup setting, demonstrating resourcefulness and versatility by handling multiple responsibilities.
• Expertise in retail and local area marketing, with a keen understanding of wedding season campaign requirements.
• Capacity to translate a bold, youthful digital brand identity into a consistent and appealing offline retail experience.
• Skilled in vendor, agency, and budget management.
• A collaborative approach to working with D2C, visual merchandising, and store operations teams.
• Excellent communication abilities and strong execution skills in on-ground marketing activities.
• Willingness to travel frequently to store locations, especially during product launches and major festive periods.

Compensation and Benefits

The role offers a competitive annual CTC between ₹10,00,000 and ₹12,00,000, commensurate with experience and fit. This position provides a unique opportunity to play a key part in growing a funded, rapidly expanding D2C brand into offline retail. Employees will enjoy direct interaction with founders and cross-functional teams across marketing, visual merchandising, and operations, gaining ownership over marketing strategy throughout the expanding Exclusive Brand Outlet network.