Field Marketing Manager

8 hours ago

Thane Maharashtra India, Maharashtra Livlong 365 Full time

The BTL Marketing Manager will lead on-ground, non-digital marketing initiatives to strengthen brand visibility, consumer trust, and engagement. The role focuses on hyperlocal, experiential, and healthcare-specific activation programs — bridging the gap between online brand presence and offline community trust. You will work closely with sales, category, and marketing teams to plan and execute offline campaigns that drive new user acquisition, repeat engagement, and regional brand growth.


Roles & Responsibilities

1. On-Ground Campaign Strategy & Execution

· Conceptualize and execute BTL campaigns Pan India across company branches, pharmacy partners, clinics, societies, wellness camps, diagnostic centers, and corporate offices.

· Drive local market activations — such as free health check-up drives, pharmacy branding, doctor engagement programs, patient awareness camps, and CSR-linked wellness events.

· Plan and execute regional roadshows, city takeovers, or retail partner events to promote app usage and health plans.

2. Retail & Partner Visibility

· Implement branch branding and visibility across offline touchpoints (clinics, diagnostic centers, pharmacy partners, etc.).

· Manage production, and deployment of POSM materials — standees, posters, danglers, shelf strips, and outdoor signages.

· Collaborate with channel sales and trade marketing teams to ensure consistent brand presence across Tier 1–3 cities.

3. Vendor Management

· Identify and manage regional vendors and activation agencies for fabrication, logistics, and manpower deployment.

· Negotiate rates, ensure quality compliance, and maintain efficiency in spend utilization.

4. Cross-Functional Collaboration

· Work closely with digital, CRM, and retention teams to ensure seamless offline–online customer journey.

· Partner with medical affairs, pharmacy, and diagnostics teams to co-create compliant and educational on-ground initiatives.

· Coordinate with creative and brand teams to ensure messaging aligns with brand voice and regulatory guidelines.

5. Campaign Measurement & Insights

· Track KPIs like footfall, lead generation, app downloads, coupon redemptions, and conversion uplift from BTL campaigns.

· Evaluate campaign ROI using data dashboards and provide actionable insights for optimization.

· Maintain and present monthly and quarterly BTL performance reports.


Required Skills

· Proven experience in BTL marketing for healthcare, pharma, or D2C brands.

· Strong project management and operational execution capability.

· Ability to plan hyperlocal campaigns based on regional consumer insights.

· Skilled in vendor negotiation, budgeting, and agency management.

· Excellent communication, stakeholder management, and multitasking ability.

· Understanding of healthcare regulations related to promotional activities (optional but desirable).


Qualifications

· MBA/PGDM in Marketing, Brand Management, or related field.

· 3 - 4 years of experience in BTL marketing, activations, or trade marketing in healthcare, pharma, or D2C sectors.

· Hands-on experience with on-ground activations, corporate wellness events, or pharmacy marketing programs.

· Exposure to omnichannel campaigns integrating offline activations with app and digital performance tracking.


Location

Thane

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