Senior Brand Marketing Manager

Key Responsibilities

 Develop and implement marketing plans that support brand objectives, sales targets and
overall business growth.
 Plan and coordinate ATL and BTL initiatives such as advertising, promotions,
activations, outdoor campaigns, events and local market programs.
 Design retail-focused marketing activities to improve store visibility, customer walk
ins, engagement and sales performance.
 Coordinate integrated campaigns across digital, social media, website and offline
communication channels to maintain a unified customer experience.
 Work closely with creative and content teams to develop campaign concepts,
promotional materials, point-of-sale communication and brand assets.
 Track campaign performance and prepare regular reports covering reach, engagement,
leads, conversions, footfall and return on marketing spend.
 Identify customer, competitor and market trends and convert insights into practical
marketing opportunities.
 Coordinate with agencies, media partners, printers, vendors and other external
stakeholders for timely campaign execution.
 Support new store launches, store-level promotions, seasonal campaigns, product
launches and brand events.
 Maintain consistency in brand communication across retail outlets, digital platforms,
marketing collaterals, packaging and events.
 Assist in preparing and monitoring marketing budgets, negotiate with vendors and
identify opportunities for cost-effective execution.
 Collaborate with Sales, Retail, Visual Merchandising, Design and other internal teams
to ensure smooth execution of marketing initiatives.
 Stay updated on emerging marketing platforms, consumer behaviour, retail trends and
new promotional opportunities.

ATL & BTL Marketing Exposure

Plan and execute above-the-line initiatives including print, outdoor and other relevant media.
Develop below-the-line activities such as in-store promotions, customer activations, sampling,
local events and promotional campaigns.
Evaluate the effectiveness of different media and activation channels based on business
objectives and campaign results.

Retail Marketing Focus

Drive localized marketing initiatives to support individual stores and regional sales priorities.
Coordinate store branding, promotional communication, launch activities and customer
engagement programs.
Work with retail teams to identify store-level opportunities and improve marketing-led footfall
and conversion.

Performance & Reporting

Define campaign objectives and track relevant marketing KPIs.
Analyse campaign expenditure, leads, engagement, conversion, footfall and revenue impact.
Prepare management reports with insights, learnings and recommendations for future
campaigns.

Candidate Profile

Bachelor's degree in Marketing, Business Administration, Communications or a related field;
MBA in Marketing is an added advantage.
4-10 years of relevant experience in marketing, preferably with exposure to retail, consumer
brands, FMCG, fashion or lifestyle businesses.
Strong understanding of ATL, BTL, retail marketing and digital marketing fundamentals.
Good analytical, communication, presentation and project coordination skills.
Ability to manage multiple campaigns, vendors and deadlines simultaneously.
Commercial mindset with a strong focus on measurable business outcomes