Assistant Manager - BTL Marketing

Salary Package: 6 to 7 lac per annum

Post: Assistant Manager: BTL Marketing

Job Description:

Retail BTL Strategy & Planning:

• Assist in developing the annual BTL marketing calendar and strategy, with a specific

emphasis on retail channel objectives and aligned with overall brand goals.

• Conceptualize innovative BTL campaigns, in-store activations, and shopper

marketing programs tailored to target consumers and retail environments.

• Conduct market and retail channel research to identify relevant BTL opportunities,

trends, and competitor activities within the retail space.

Campaign Execution & Management:

• End-to-end management of BTL campaigns, including planning, budgeting, execution,

and post-campaign analysis, focusing on retail channels.

• Organize and manage various BTL activities such as in-store activations, retail

partner events, trade shows, sponsorships, etc.

• Oversee the development, production, deployment, and maintenance of

effective Point-of-Sale Materials (POSM) and visual merchandising elements

across retail touchpoints.

• Coordinate logistics, branding elements, promoter training, and collateral for all

activations, ensuring seamless execution on the ground in retail settings.

Vendor & Retail Partner Management:

• Identify, negotiate with, and manage relationships with external vendors, activation

agencies, event organizers, printers, and suppliers.

• Build and maintain strong relationships with key retail partners to facilitate smooth

execution of in-store activities and explore co-marketing opportunities.

• Ensure timely delivery and quality execution from all partners within agreed budgets.

Performance Tracking:

• Prepare regular reports on campaign performance, retail channel insights, and

recommendations for future activities.

Collaboration:

• Work closely with the Sales and HO Marketing teams to align BTL activities with

sales targets, promotional calendars, and gather feedback from the retail field.

• Collaborate with Brand and Digital Marketing teams for integrated campaign

messaging.

• Liaise with internal departments (e.g., procurement, finance, legal) as required.