Job Title

ABOUT US Aliens Tattoo is India’s most influential culture-led tattoo and art brand, and a category creator in how tattooing is experienced, respected, and scaled. Founded with the belief that tattooing is not just a service but a transformational art form, Aliens Tattoo has grown into a multi-city ecosystem spanning premium tattoo studios, education, digital products, and community-driven platforms. Today: - We are valued at ₹350+ Cr - We operate across multiple cities in India - We are powered by 160+ artists, creatives, technologists, and operators - We lead the conversation at the intersection of art, culture, self-expression, and business Aliens Tattoo didn’t follow a category — we built one. From studio design and hygiene standards to storytelling, education, and community, we’ve consistently raised the bar for what tattooing can mean in modern India. Aliens operates 16 studios today and is scaling to 100 over the next three years. We also run one of India’s largest tattoo schools with up to 1,000 students annually. This role will lead marketing across studios, Tattoo school, and franchise verticals. We are looking for a strong growth-oriented marketing leader who understands multi-location retail, digital performance, and brand building. The role covers acquisition, CRM, content, PR, and city-level launches. Clear ownership of revenue-aligned KPIs is essential. You should have experience scaling brands across multiple cities, managing integrated teams, and delivering measurable impactacross footfall, admissions, and marketing ROI. This is a leadership role with real business ownership, not just campaign execution. If you have built structured marketing engines for growing brands and enjoy operating in fast expansion environments, we would like to connect. Executive summary - As a senior leader within Aliens Tattoo, this role provides strategic direction and contemporary marketing thinking to scale the business from 16 to 100 studios over the next three years. The Head of Marketing leads an integrated, multi-channel marketing function across studios, schools, and franchise verticals. - This role is responsible for building brand strength, driving footfall, increasing admissions, supporting franchise growth, and delivering revenue-aligned marketing outcomes. The leader oversees brand,performance, digital, retail marketing, franchise marketing, content, and communications. - Strong commercial acumen, planning discipline, and budget control are essential. The role is customer-centric and franchise-focused, ensuring consistent brand execution across all cities. Core responsibilities Brand - Build and evolve brand strategy aligned to Aliens’ growth plans and expansion roadmap. - Strengthen the brand value proposition across studios, school, and franchise markets. - Ensure consistent brand positioning across all cities and franchise locations. - Implement brand tracking systems to measure awareness, recall, and perception. - Embed brand standards across marketing, retail, franchise, and digital channels. - Protect brand equity through strong governance and approval processes. Marketing strategy (Brand, School, Studios) - Define and implement marketing plans aligned to studio expansion and franchise growth. - Develop strategies to drive footfall, admissions, bookings, and brand visibility. - Align marketing strategy with pricing, expansion, and franchise rollout plans. - Develop benchmarks to measure campaign efficiency and business impact. - Increase capability through structured use of digital channels and performance systems. - Ensure marketing strategy supports business goals and revenue targets. - Develop and implement admissions growth strategies - Align campaigns to batch cycles and training calendars. - Monitor lead quality, conversion, and student lifecycle engagement. - Strengthen Aliens School's positioning as a premium creative education brand. Communication and creative - Oversee creation of all marketing content, campaigns, films, and promotions. - Ensure digital-first execution across social, performance, and content channels. - Establish communication standards for B2C and franchise stakeholders. - Lead internal creative team and external partners to ensure storytelling drives brand strength and growth. - Maintain consistent messaging across studios, school, and franchise verticals. - Digital marketing and performance growth - Lead end-to-end digital marketing strategy across paid and owned channels. - Oversee paid media performance across Meta, Google, YouTube, and emerging platforms. - Drive accountability for CAC, CPL, ROAS, revenue contribution, and spend pacing. - Optimise media mix based on city performance, seasonality, and expansion priorities. - Strengthen landing pages and funnel flows to improve conversion rates. - Ensure alignment between creative, media, and studio-level targets. - Build structured reporting dashboards with weekly performance reviews. - Drive cost efficiency while maintaining lead quality and revenue targets. CRM, Martech and lifecycle growth - Own CRM strategy across studios, school, and franchise vertical. - Build lifecycle journeys for leads, prospects, students, and repeat customers. - Drive database mining to unlock upsell, cross-sell, and repeat booking opportunities. - Improve retention and engagement through WhatsApp, email, SMS, and automation flows. - Strengthen segmentation across cities, services, and customer cohorts. - Ensure Martech stack supports attribution, automation, and funnel visibility. - Track conversion from enquiry to booking to repeat visit. - Drive measurable revenue growth from the existing customer base. Franchise vertical - Develop marketing frameworks to support franchise acquisition and onboarding. - Build franchise launch toolkits, including local marketing plans and brand kits. - Support new franchise studio launches with structured go-to-market plans. - Ensure brand consistency across all franchise locations. - Partner with franchise teams to drive footfall, revenue, and local visibility. - Monitor franchise marketing performance and provide structured reporting. - Communication, PR and content leadership. - Lead the development of Aliens’ content strategy across digital, social, film, and owned platforms. - Oversee long-form and short-form storytelling that strengthens brand identity. - Develop a PR strategy to increase earned media coverage, thought leadership, and brand credibility. - Build relationships with media, industry publications, influencers, and cultural platforms - Shape press narratives around expansion, franchise launches, artist stories, and school growth. - Ensure alignment between PR messaging and campaign strategy. - Oversee content calendar across studios, school, and franchise vertical. - Drive consistency in brand voice across paid, owned, and earned channels. - Manage crisis communication with structured response protocols when required. Sponsorships and partnerships - Support brand partnerships and collaborations that strengthen market presence. - Provide marketing direction for sponsorship activations and events. - Leverage partnerships to drive visibility and business outcomes. Budgets and reporting - Manage and allocate multi-channel marketing budgets. - Monitor and reconcile budgets continuously. - Present monthly performance reports to founders and leadership teams. - Build forecasting models for footfall, admissions, and campaign impact. - Track ROI across campaigns and franchise activations. Team and leadership - Lead, mentor, and develop the marketing team. - Build high performance culture focused on clarity and execution. - Ensure team alignment to brand and revenue goals. - Maintain compliance with legal, regulatory, and internal standards. - Identify process improvements and implement structured changes. - Inspire confidence and maintain strong communication across teams. - Encourage collaboration across studios, franchise partners, and central teams. - Promote knowledge sharing and operational discipline. - Own and manage risk and compliance within the marketing function. - Apply structured decision-making aligned to business goals. Experience - 12 to 15 years of marketing experience. - Experience leading multi-channel marketing teams. - Strong brand building and expansion experience. - Proven record of delivering revenue-linked marketing outcomes. - Strong analytical, planning, forecasting, and budgeting skills. - Experience in retail, D2C, education, or multi-location businesses preferred (Lifestyle, Fashion, High-end brands) - Tertiary qualification in marketing, business, or related discipline. Key attributes - Strong leadership and team management capability. - Ability to manage multiple complex priorities. - Ability to deliver in a fast-paced entrepreneurial environment - Strong commercial orientation and revenue mindset. - Excellent communication and negotiation skills. - Ability to scale brand systems across multiple cities.