ResearchAyu - Head - BTL Activation

Role Overview :

As the Head of BTL Activation, you will play a pivotal role in driving brand awareness and customer engagement through on-ground activations and below-the-line marketing campaigns. You will strategize, execute, and oversee outreach initiatives that connect directly with our target audience across cities, clinics, communities, and retail touchpoints.

This is a high-impact leadership role ideal for someone who is hands-on, data-driven, and passionate about making a real difference in people's lives through purpose-led marketing.

Key Responsibilities :

• BTL Strategy Development : Create and execute high-impact BTL marketing strategies tailored to urban and semi-urban markets.
• Campaign Leadership : Lead execution of on-ground activations such as health camps, clinics, awareness drives, community events, and doctor engagement programs.
• Team Management : Build and manage a pan-India team of field marketers, city leads, and activation managers.
• Vendor Management : Identify and manage third-party vendors for printing, fabrication, staffing, and logistics.
• Collaboration : Work closely with product, sales, and digital marketing teams to ensure integrated campaign messaging and targeting.
• Performance Tracking : Measure and analyze ROI from all BTL activities using data, feedback, and CRM integrations.
• Brand Stewardship : Maintain consistent brand messaging and ethics in all customer-facing initiatives.
• Innovation : Continuously explore new formats and channels for field engagement and brand Proven 8+ years of experience in BTL marketing, field activation, or trade marketing in high-growth consumer-facing industries (Healthcare, FMCG, Wellness, etc.).
• Strong leadership and team-building skills across diverse geographies.
• Ability to work in a high-paced, startup environment with a hands-on approach.
• Excellent project management, budgeting, and vendor negotiation skills.
• Exposure to tier-2 and tier-3 markets will be a strong advantage.
• Degree in Marketing, Business, or related field (MBA preferred).

Why Join ResearchAyu?

ref : iimjobs.com)