Tones Fashion is a creator‑led Indian men’s streetwear brand focused on affordable, well‑fitted apparel for young South Indian men. The Digital Marketing Executive – Growth & Performance role is a full‑stack growth position that owns the entire funnel—from Shopify storefront and paid media to UGC and AI‑driven automation—reporting directly to the founder and working on a small, high‑ownership team in Hyderabad.
Responsibilities
- Manage the full Shopify storefront: catalog, collections, product pages, pricing, discounts, shipping/tax config, and app stack
- Own front-end experience: theme customization, PDP and landing-page optimization, storefront UX, page speed, and conversion improvements
- Handle basic Liquid/HTML/CSS edits and integrations without waiting on a developer for every change
- Plan, run, and scale paid campaigns across Meta Ads and Google Ads (Search, Shopping, PMax)
- Own pixel / Conversions API / GA4 tracking and reporting
- Manage budgets with strict discipline — small-batch product tests scaling into larger festival pushes — measured on ROAS, CAC, and AOV, not vanity metrics
- Turn customer and creator content into high-performing paid creative (Spark Ads / whitelisting)
- Run community challenges and keep a steady flow of real‑people content feeding both organic and paid
- Stay ahead of South Indian Gen‑Z culture — festivals, regional creators, memes, cultural moments, and what young men are actually wearing and watching
- Translate those signals into timely content angles, campaign hooks, and drop ideas before they peak
- Build and run automations that cut manual work — audience/report syncing, creative variation at scale, catalog and content workflows
- Use AI tools for creative production, ad copy variation, campaign analysis, and faster reporting
- Set up marketing automation flows across email/WhatsApp — abandoned cart, back‑in‑stock, post‑purchase, win‑back — that run without daily babysitting
- Plan and execute end‑to‑end drop and festival campaigns — from teaser to launch to sustain — coordinating storefront, paid, and content into one push
- Track performance, report clearly, and iterate fast
Requirements
- 2–4 years of hands‑on digital marketing experience, ideally in a D2C / e‑commerce brand
- Proven, hands‑on Shopify experience across both admin/back‑end operations and front‑end theme/storefront work
- Demonstrated command of Meta Ads Manager and Google Ads, with real ROAS/CAC accountability (bring numbers or case studies)
- Practical experience building or running a UGC / creator content system
- Genuine feel for South Indian youth culture and regional trends — you consume it, you get it
- Hands‑on with AI tools and marketing automation — you actively use them to work faster and smarter, not just experiment on the side
- A track record of running D2C campaigns that delivered measurable results — be ready to walk us through one
- Comfortable with analytics and reporting (GA4, ad platform dashboards) and making decisions from data
Nice to have
- Email / WhatsApp retention experience (Klaviyo, Wati, Interakt, or similar)
- Experience building automation workflows (Zapier / Make / n8n) or working with marketing AI tools
- Basic creative skills — Canva, light video/photo editing
- Prior experience in fashion, apparel, or a creator‑led brand
Additional details
- Location: On‑site, Hyderabad (this is not a remote role)
- Reports to: Founder
- Compensation: As per experience and skill fit
- Type: Full‑time
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