Manager - Marketing BTL

Role & responsibilities :

Job Context - The role operates in a dynamic and geographically dispersed retail environment, where brand and GTM strategies need to be translated into relevant regional and micro-market interventions across stores. The role manages the end-to-end zonal marketing agenda covering new store launches, store stabilization, turnaround stores, regional campaign adaptation, BTL activations and marketing investments, while balancing brand consistency with local consumer and market nuances. Key challenges include identifying the right interventions based on store and catchment performance, managing multiple stakeholders and external agencies, optimizing marketing spends, responding to competitive activity and ensuring consistent on-ground execution across diverse markets.

Major challenges:

• Regional complexity: Adapting national campaigns to diverse consumer, cultural and micro-market nuances while maintaining brand consistency.
• Business-linked marketing outcomes: Driving footfalls and sales, particularly for new and turnaround stores, and sustaining momentum until stores achieve targeted performance.
• Multiple simultaneous priorities: Balancing NSOs, seasonal GTMs, turnaround interventions, competition and ongoing store-level requirements across the zone.
• Budget and ROI management: Optimizing zonal marketing investments while balancing cost, quality and business impact.
• Stakeholder and agency complexity: Aligning Retail Operations, Central Brand teams, stores, mall partners and multiple external agencies/vendors to deliver timely execution.

4) Key Result Areas: Write the key results expected from the job and the supporting actions for each of these key result areas (For a majority of jobs typically there could be 4- 7 key result areas)

Key Result Areas

Supporting Actions

Zonal Marketing Strategy & GTM

Develop and drive the zonal marketing calendar aligned to business priorities; translate national campaigns and seasonal themes into relevant regional communication and activations.

New Store Launch & Market Expansion

Develop 360 launch plans using catchment, demographic, competitor and media insights; oversee launch activations and sustain marketing interventions until the store reaches targeted footfall/sales performance

Store Turnaround & Footfall Growth

Identify underperforming stores requiring marketing intervention; design hyper-local BTL, mall, outdoor and partnership-led initiatives to improve footfalls and support sales recovery

Regional Campaign & Brand Execution

Contextualize central campaigns for regional markets while maintaining brand consistency; ensure quality execution across mall, facade, atrium and other consumer touchpoints.

Marketing Budget & Cost Optimization

Own and optimize zonal BTL marketing spends; drive competitive negotiations, procurement discipline and effective utilization of allocated budgets

Market & Competition Intelligence

Track competitor activity, market trends and local consumer behaviour; use insights to refine marketing interventions and identify opportunities across the zone

Stakeholder & Agency Governance

Lead alignment with Regional Retail Operations, Central Brand teams, stores, mall partners and agencies; govern vendor quality, SLAs and delivery standards