BTL Manager

Strategy & Planning

• Develop and implement BTL marketing strategies aligned with overall brand and business objectives.
• Create annual and quarterly activation calendars.
• Identify opportunities for consumer engagement through on-ground activities.
• Coordinate with sales, brand, and digital teams for integrated campaigns.

Campaign Execution

• Manage product launches, roadshows, exhibitions, retail activations, and sampling programs.
• Ensure flawless execution of all on-ground promotions.
• Oversee POSM (Point of Sale Materials) design, production, and deployment.
• Coordinate with agencies, vendors, and event partners.

Trade Marketing Support

• Work closely with sales teams to support distributor and retailer promotions.
• Design schemes and promotional activities to improve visibility and sell-through.
• Monitor merchandising standards across retail outlets.

Budget Management

• Prepare and manage BTL campaign budgets.
• Negotiate with vendors and agencies to optimize costs.
• Track expenses and ensure activities stay within approved budgets.

Performance Tracking & Reporting

• Measure campaign effectiveness using KPIs such as reach, footfall, leads, and conversions.
• Conduct post-campaign analysis and provide recommendations.
• Prepare regular reports for management.

Team & Vendor Management

• Supervise field promoters, merchandisers, and activation staff.
• Manage third-party agencies and ensure SLAs are met.
• Train teams on brand guidelines and campaign objectives.

Required Qualifications

• Bachelor s degree in marketing, Business Administration, or related field.
• MBA in Marketing preferred.
• 4-8 years of experience in BTL marketing, trade marketing, or brand activations.
• Experience in FMCG, Consumer Durables, Retail, Telecom, BFSI, or similar industries.

Required Skills

• Strong project management and execution skills.
• Excellent communication and negotiation abilities.
• Budget planning and cost control.
• Vendor and agency management.
• Analytical and reporting skills.
• Knowledge of consumer behavior and market trends.
• Proficiency in Microsoft Excel, PowerPoint, and marketing tools.

Key Performance Indicators (KPIs)

• Campaign execution quality and timeliness.
• ROI on BTL activities.
• Sales uplift from activation programs.
• Brand visibility and consumer engagement metrics.
• Budget adherence.
• Vendor performance.

Preferred Attributes

• • Highly organized and detail-oriented.
  • Creative thinker with strong problem-solving skills.
  • Ability to work under tight deadlines.
  • Willingness to travel extensively.
  • Strong interpersonal skills.