Manager - Brand Activation & Cluster Marketing

Manager - Brand Activation & Cluster Marketing

About Our Client: Our client is one of Indias leading asset-backed digital lending fintech platforms, focused on making credit more accessible, convenient, and transparent for Indian consumers. The company leverages technology to unlock the value of India’s large gold market and is transforming the traditional gold-loan ecosystem through innovative financial products, advanced technology, and an automated, asset-light supply chain.

Designation: Manager — Brand Activation & Cluster Marketing

Location: HSR Layout, Bangalore

Education: Bachelor in any discipline with Tier- 1 MBA preferred

Experience: 3–5 years in BTL, on-ground brand activation, hyperlocal or field marketing

About the Role: Client is launching a 360 BTL playbook across our top metro clusters to drive new customer acquisition. We are looking for a Manager — Brand Activation & Cluster Marketing to own end-to-end execution: run the pilot, measure what works, and evolve the playbook so it scales cleanly to 100+ clusters in FY27. This is a high-ownership, hands-on role for an operator who is equal parts executor, analyst, and strategist — and who'll spend significant time in cluster cities making sure plans actually show up on the ground.

Roles & Responsibilities:

1. Cluster Activation Execution:

• Own end-to-end execution of the BTL playbook per cluster — visibility (shopboards, OOH, branch branding) & on-ground activations.
• Run operating cadence: pre-launch readiness go-live sustained 360 wave. Translate the plan into a dated, executable timeline for each cluster.
• Travel to cluster cities to oversee installation, audit on-ground execution, and coordinate with field ops, call centre etc to convert activation into acquisition.

2. Vendor & Agency Management:

• Build and manage vendor ecosystem across BTL categories: OOH, shopboard production, event mgmt, lucky-draw and hype activities, printed collateral.
• Own the relationship with the creative agency / internal creative team— write sharp briefs, manage timelines, and maintain quality control over visual identity.

3. Performance Analytics & Optimization:

• Own KPIs — app downloads, leads, walk-ins, disbursals, conversion rates and ROI metrics.
• Set up and maintain measurement infrastructure, partner with tech and data to plug journey gaps.
• Drive continuous spend reallocation / optimization based on what's delivering ROI.

4. Playbook Evolution & Strategy

• Run pilots to evolve it — what to keep, kill, or scale by cluster archetype, geography, and language.
• Codify SOPs, vendor playbooks, briefing templates, and modular activation kits.

Key Personal Attributes:

• Bias for action — comfortable in ambiguity, decisive with imperfect information.
• Operator mindset — energy from execution and being on-site, not just from strategy decks.
• Analytical and structured — equally comfortable in a spreadsheet and at a market hotspot.
• Frugal and ROI-obsessed — instinctively asks 'what did this 1 deliver?' and reallocates accordingly.

Requirements:

• 3–5 years in BTL marketing, on-ground brand activation, hyperlocal, field, or trade marketing.
• Direct experience running multi-city / multi-cluster activation programs.
• Hands-on experience managing OOH, BTL, event vendors, and creative agencies. Comfortable writing briefs, running ground audits, managing budgets.
• Strong measurement chops and use data to optimize spend.
• Willingness to travel ~50%+ to cluster cities; comfort with field-first work.

About Hireginie: Hireginie is a prominent talent search company specializing in connecting top talent with leading organizations. We are committed to excellence and offer customized recruitment solutions across industries, ensuring a seamless and transparent hiring process. Our mission is to empower both clients and candidates by matching the right talent with the right opportunities, fostering growth and success for all.