BTL Activation Manager
4 weeks ago
Leeford Healthcare Limited has a strong presence in both pharmaceutical and personal care segments. With products reaching general trade, modern retail, and direct consumers, ground-level campaigns become essential. That's where BTL (Below-The-Line) activation becomes more than a marketing term—it becomes the handshake between the product and the end user. This team is responsible for making sure the brand doesn't just advertise, but actually shows up where it matters.
Job Summary:
We are currently hiring for a BTL Activation Manager to independently plan and lead BTL campaigns across FMCG, personal care, and pharma categories. This role is for someone who's comfortable getting into the thick of operations, coordinating remotely, and ensuring on-ground presence through partner agencies.
You'll manage multiple campaigns simultaneously—product sampling, point-of-sale visibility, in-store promotions, events, and activations. Your day might start with finalising a regional campaign budget and end with reviewing WhatsApp photos from a store launch in another city. The role combines planning, execution, and reporting, with a bit of firefighting thrown in. If you've ever juggled logistics, vendors, creative ideas, and timelines all in the same day—and still made a deadline—you'll probably enjoy this.
Primary Responsibilities:
• Plan and execute BTL activities across assigned product verticals
• Identify suitable activation zones and platforms in retail and healthcare channels
• Manage vendor selection, briefing, and execution remotely
• Track campaign delivery, performance, and spend
• Align with product and sales teams to ensure execution is goal-oriented
• Coordinate branding material delivery, distribution, and stock management
• Handle budgeting, approvals, and payment follow-ups
• Collect data and feedback from ground teams to measure campaign ROI
• Ensure adherence to compliance, brand guidelines, and safety protocols
• Build reports and campaign summaries for internal teams
Primary Skills:
• Knowledge of retail marketing and BTL strategies
• Strong vendor coordination and negotiation skills
• Planning and budgeting for regional and national campaigns
• Familiarity with consumer touchpoints in FMCG and pharma segments
• Ability to manage multiple projects and tight timelines
• Comfortable with reporting tools, documentation, and presentations
• Team coordination across locations and remote management capability
Qualification:
• Graduate or postgraduate degree in marketing, business, or communication
• Specialisation in brand communication or sales management preferred
Experience:
• 3 -5 years of experience in managing BTL campaigns in FMCG, personal care, or pharma
How to Apply?
Submit your application through linkedin or send your resume to careers@leeford.in with the subject line: btl activation manager
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