Retail Marketing Manager

Role overview

Retail Marketing Manager: to drive on-ground marketing initiatives that strengthen dealer engagement, increase retail traction, and enhance brand visibility at the point of sale. The role requires a self-driven and execution-focused professional with strong experience in retail-driven industries.

The candidate should have hands-on experience in dealer network marketing, retail activations, store branding, influencer engagement, and BTL initiatives that directly contribute to higher footfall, retail sales, and brand awareness.

Key Responsibilities

Market Activation & BTL

• Design and implement BTL campaigns, local market activations, and brand visibility programs across key retail markets.
• Drive footfall at dealer and retail stores through hyperlocal consumer engagement campaigns and improve in-store conversion.
• Manage activation calendars aligned with seasonal peaks, new launches, and key business milestones
• Create programs that strengthen retail traction and brand recall at the dealer and store level.

Dealer Activation & Channel Marketing

• Design and execute dealer activation programmes to increase sell-through and channel loyalty
• Roll out dealer and consumer schemes - trade promos, loyalty incentives, and referral programmes
• Work closely with channel partners to identify local marketing opportunities and drive joint promotions.

Brand Visibility & Store Branding

• Lead store branding, in-shop branding, and retail visibility initiatives across dealer outlets and partner stores.
• Conduct regular retail audits to ensure consistent brand standards across all touchpoints
• Ensure consistent brand presence through POP materials, display units, signage, and retail communication.
• Identify opportunities to enhance store experience and product visibility.

Awareness Campaigns

• Develop and execute localized brand awareness campaigns targeting consumers and trade segments
• Coordinate multi-channel campaigns across ground activations, digital amplification, and influencer content

Influencer Engagement

• Develop engagement programs for retail influencers such as architects, interior designers, contractors, masons, carpenters, and applicators.
• Plan in-shop meets, influencer events, and community engagement activities to build brand advocacy.

Revenue Impact Through Marketing

• Own marketing-driven revenue metrics - footfall, conversion, retail offtake, and scheme ROI
• Work closely with sales, product and category teams to ensure alignment of retail initiatives with business priorities.
• Track and report impact of BTL, influencer, and dealer activation on business outcomes

Provide market intelligence - competitor activities, consumer insights, trade sentiments - to leadership

Candidate Profile

• 5-8 years of experience in retail marketing in industries such as paints, tiles, bathware, sanitaryware, or other home improvement categories.
• Proven experience in BTL activations, retail promotions, dealer engagement, and store branding.
• Highly self-driven, proactive, and execution-oriented, with the ability to independently drive initiatives.
• Strong coordination and stakeholder management skills with sales teams and channel partners.
• Willingness to travel frequently across markets.