Marketing Associate

1 month ago

gurugram, India Uncle Delivery Full time

A Marketing Associate specializing in Below-the-Line (BTL) and Above-the-Line (ATL) activities typically plays a crucial role in planning, executing, and analyzing marketing campaigns across various channels. Below is a comprehensive job description for such a role:


Job Title: Marketing Associate - BTL/ATL


Job Summary: We are seeking a dynamic Marketing Associate with expertise in Below-the-Line (BTL) and Above-the-Line (ATL) marketing activities to join our team. The ideal candidate will be responsible for developing and implementing strategic marketing campaigns that effectively promote our products or services to our target audience. The role requires a combination of creativity, analytical skills, and strategic thinking to drive brand awareness, engagement, and conversion.


Responsibilities:

Campaign Planning and Execution:

  • Develop comprehensive marketing plans that incorporate both BTL and ATL strategies to achieve company objectives.
  • Coordinate with internal teams and external agencies to execute campaigns efficiently and within budget.
  • Oversee the production of marketing materials, including print ads, TV/radio commercials, direct mailers, brochures, and promotional items.

BTL Activities:

  • Plan and execute below-the-line activities such as events, sponsorships, trade shows, exhibitions, and product demonstrations.
  • Collaborate with sales teams to develop BTL initiatives that drive lead generation, customer acquisition, and brand visibility at the grassroots level.
  • Monitor the effectiveness of BTL campaigns through metrics such as foot traffic, lead quality, and customer engagement.

ATL Activities:

  • Conceptualize and develop above-the-line advertising campaigns across traditional and digital media channels, including TV, radio, print, outdoor, and online platforms.
  • Manage media buying, negotiation, and placement to maximize reach and impact within target demographics.
  • Analyze the performance of ATL campaigns using key metrics such as reach, impressions, click-through rates, and conversion rates.

Market Research and Analysis:

  • Conduct market research to identify consumer trends, competitor activities, and industry insights that inform marketing strategies.
  • Analyze campaign performance data and generate reports to measure ROI, identify areas for improvement, and optimize future marketing efforts.

Brand Management:

  • Ensure brand consistency and integrity across all marketing communications and touchpoints.
  • Collaborate with the creative team to develop compelling brand messaging, visuals, and storytelling that resonate with the target audience.


Qualifications:

  • Bachelor's degree in Marketing, Advertising, Business Administration, or related field.
  • Proven experience (1-4 years) in marketing roles with a focus on BTL and ATL activities.
  • Strong understanding of marketing principles, strategies, and best practices.
  • Excellent project management skills with the ability to prioritize tasks and meet deadlines.
  • Proficiency in marketing analytics tools, CRM systems, and Microsoft Office Suite.
  • Exceptional communication, presentation, and interpersonal skills.
  • Creative thinking and problem-solving abilities.
  • Ability to work effectively in a fast-paced, collaborative environment.


This job description is intended to convey information essential to understanding the scope of the role and is not an exhaustive list of responsibilities, duties, and skills required. Responsibilities may evolve and change based on business needs.


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