Asst. Manager Brand Activation (Gold Loans)

We are looking for a hands-on marketing professional to build brand visibility and drive customer acquisition for our gold loan business. The role will manage branch branding, local marketing, and on-ground activations, working closely with branch teams, regional business teams and agencies to generate awareness, enquiries, and walk-ins.

Key responsibilities:

• Branch branding and launches: Manage branding for new and existing branches, including signage, in-branch communication, and promotional materials. Coordinate production, installation, and quality checks to ensure timely readiness and consistent brand experience.
• Hyperlocal marketing: Develop branch-level marketing plans based on the catchment, customer profile, local competition, and business priorities.
• On-ground activations: Plan and execute market activations, residential society activities, merchant outreach, community events, and other relevant initiatives to generate customer enquiries.
• Customer acquisition campaigns: Execute launch, festive and ongoing campaigns that encourage branch visits, referrals and repeat business, in coordination with sales teams.
• Brand communication: Work with creative teams to develop clear, locally relevant communication that builds trust and explains the gold loan proposition. Coordinate regional-language adaptations and required internal approvals.
• Agency and vendor management: Brief agencies, evaluate quotations, negotiate costs and manage production and execution within agreed budgets and timelines.
• Business coordination: Work with branch and regional teams to ensure campaign readiness, lead capture, timely follow-up and visibility into campaign outcomes.
• Market intelligence: Track competitor visibility, offers and local marketing activities. Gather customer and branch feedback to improve campaigns.
• Performance reporting: Maintain activation calendars, budgets and performance dashboards; identify effective activities and replicate them across branches.