ATL & BTL Manager - Marketing

Job Summary

Job Opening Name: ATL BTL Manager - Marketing. Job Description for an ATL (Above the Line) and BTL (Below the Line) Marketing Manager outlines a role focused on driving brand awareness through mass media. Location: Tamil Nadu, India. Job Type: Full time.

Responsibilities

• Design mass-awareness campaigns across television, radio, print, cinema, and outdoor billboards.
• Manage media planning, budgeting, and relations with external creative and media buying agencies.
• Plan targeted local activations, experiential marketing, retail/point-of-sale (POS) displays, and trade shows.
• Drive direct consumer engagement initiatives, loyalty programs, and localized launch events.
• Allocate and track the yearly marketing budget across channels for optimal ROI.
• Negotiate contracts with event vendors, print houses, and promotional partners.
• Work closely with the sales team to align BTL lead-generation tactics with ground requirements.
• Partner with the digital/content teams to ensure a unified Through-the-Line (TTL) message.
• Monitor campaign metrics, footfall conversions, lead generation, and brand tracking studies.

Requirements

• Education: Bachelor's or Master's degree in Marketing, Business Administration, or related field.
• Experience: 5 to 8 years of proven experience in brand management or general marketing, handling offline and on-ground campaigns.

Skills

• Media planning
• Budget management
• Vendor negotiation
• Project management
• Experiential marketing
• Lead generation
• Brand tracking
• Through-the-Line (TTL) messaging
• Cross-functional collaboration