Digital and growth Lead

Role at a Glance

Brand - Nimuki — Premium D2C Kidswear

Location - Kolkata, India (on-site, full-time)

Reports to - Sunjit (General Manager, Kolkata)

Works with - Radhika (Creative Lead), Humais (Shared Marketing Resource)

Experience - 3–7 years in D2C, brand, or community marketing

Start Date - Immediate / On or before July 2026

About Nimuki

Nimuki is a premium Indian children's fashion brand — modern, comfort-first, and designed for urban families who care as much about quality as they do about how their child looks and feels. We make thoughtful kidswear for children aged 3–7 years, and we're launching in Kolkata before expanding across India.

We are building a brand, not a catalogue. Every product, piece of content, and community interaction should reflect that. We move fast, but we don't cut corners.

Why This Role Exists

Nimuki's growth in the first 12 months will be won or lost on organic digital channels, influencer relationships, and community trust — not ad spend. This hire is responsible for building all three.

This is not a post-scheduler job. We need someone who thinks like a brand builder, executes like an operator, and brings ideas to the table without being asked. If you need a brief for every move, this role is not for you. If you read the brief once and then run, keep reading.

What You Own

1. Instagram & Social Media

Own the Instagram channel end-to-end — posting, Stories, Reels, scheduling, captions, hashtags, and DMs

Execute the content calendar (built with Radhika) without needing reminders or hand-holding

Manage community responses: comments, DMs, and reposts — same-day turnaround

Track what is working — saves, shares, reach, profile visits — and flag shifts weekly

Propose new content formats, trends, or angles that fit the Nimuki brand without being asked

1. Influencer & Creator Outreach

Build and own Nimuki's micro-influencer network in Kolkata — primarily mommy bloggers and parent creators

Identify, shortlist, pitch, negotiate, and manage gifting and affiliate relationships independently

Brief creators on Nimuki's brand voice and product story — do not outsource the brand positioning to them

Track influencer performance: reach, saves, click-throughs, conversions (via UpPromote affiliate codes)

Graduate top-performing partners from gifting to commission-per-sale model as volume grows

1. WhatsApp Community (Founding Families)

Manage the founding-family WhatsApp group — welcome messages, new drop announcements, exclusive previews, and conversation

This is Nimuki's highest-trust channel. Treat every message as a brand interaction, not a broadcast

Coordinate with Sunjit to ensure order updates, packaging surprises, and delight moments are timed correctly

1. Offline Community & Partnerships

Work with Sunjit to identify and activate offline touchpoints in Kolkata:

Premium daycares and preschools

Family entertainment centres (FECs) and children's play areas

Pediatric clinics and child wellness studios

Kids' activity classes: art, music, sports, swim

Build relationships, not just placements — these are brand-building moments, not ad spots

Own the follow-through: brief, placement, tracking, renewal

1. Reporting & Accountability

Weekly report to Sunjit covering: follower growth, engagement rate, DM volume, influencer pipeline status, WhatsApp list size, offline partnership progress

Monthly summary with recommendations — what to double down on, what to drop

No one chases you for updates. You send them.