Job Title : BTL Marketing Manager
Department : Marketing
Location : Gurgaon
Reporting To : Head Marketing
Experience Required : 5-8 years in retail marketing / BTL campaign management
Educational Qualification : MBA / PGDM in Marketing or equivalent
Job Purpose :
To develop, execute, and monitor Below-the-Line (BTL) marketing strategies aimed at increasing customer footfall at retail stores, improving brand visibility, and enhancing campaign ROI. The role involves close collaboration with Sales, Finance, and Marketing teams to ensure timely execution of activities within budget while driving innovation in retail promotions.
Key Responsibilities :
BTL Campaign Management & Execution
Plan and execute BTL marketing campaigns for various retail stores aligned with the brands seasonal objectives and customer segments. Ensure end-to-end management of campaignsfrom ideation and planning to execution and post-analysis. Oversee vendor performance, activation quality, and campaign effectiveness across geographies. Develop store-specific promotional strategies in collaboration with Sales teams.
Footfall Generation & Impact Analysis
Design and implement campaigns that directly drive incremental store footfall. Track and report campaign ROI using footfall data, sales uplift, and customer engagement metrics. Analyze regional and store-level trends to refine targeting strategies and future campaigns.
Budget Management & Billing Coordination
Maintain strict control over allocated BTL budgets; ensure spending remains within limits frozen by Finance. Coordinate closely with the Finance team for timely release of budgets, approvals, and vendor billing. Maintain updated spend trackers and ensure all financial documentation is audit-compliant. Evaluate campaign costs vs. outcomes to improve cost- efficiency.
Internal Stakeholder Collaboration
Work with cross-functional teams (Sales, Visual Merchandising, Creative, and Supply Chain)
to ensure timely and aligned execution. Facilitate clear and regular communication with
regional teams to customize campaigns as per local requirements.
Customer Experience &Brand Visibility
Enhance brand visibility in key retail zones such as malls, high streets, and events. Plan
media buying and tactical activations to improve top-of-mind awareness. Identify and act on
opportunities to elevate in-store experience through BTL touchpoints.
Innovation & Continuous Improvement
Introduce and implement at least two new promotional formats or improvements annually.
Monitor market trends, competitor activities, and customer behavior to suggest innovative
BTL concepts. Leverage technology, data, and digital tools for targeted and measurable BTL
executions.
Key Performance Indicators (KPIs) :
Marketing Manager • Gurugram, Haryana, India