BTL (Below The Line) & OOH (Out-of-Home) Head

17 hours ago

kolkata, India Captain Steel India Limited Full time

Captain Steel India Limited is seeking a seasoned and innovative BTL & OOH Head to drive the Marketing Communication vision and execution for our Corporate and Product Brands at the Group level. This strategic role is based at our headquarter in Kolkata and will be integral to our Marketing & Strategy Team.

The role will be responsible for driving the company's below-the-line marketing strategies and out-of-home campaigns across various regions. The role requires expertise in conceptualizing, executing, and measuring marketing efforts that directly impact brand visibility and consumer engagement in the cement industry, ensuring alignment with the company’s overall marketing and sales objectives. The focus will be on maximizing brand reach, driving consumer activation, and enhancing customer engagement through creative, impactful, and cost-effective marketing campaigns.

Key Responsibilities

BTL Marketing Strategy:

  • Develop and implement BTL marketing strategies to increase consumer engagement, footfalls, and conversions.
  • Design and execute consumer activation initiatives such as trade shows, in-store promotions, roadshows, dealer/retailer engagement programs, and product sampling.
  • Create innovative POS (point-of-sale) material and in-store branding concepts to enhance product visibility in retail outlets.
  • Trade and Influencer Marketing strategy including Events and ADCs planning & execution

OOH Campaign Management:

  • Plan and execute high-impact OOH campaigns (billboards, transit advertising, hoardings) in key markets to increase brand awareness.
  • Identify prime locations for OOH advertising to ensure maximum brand exposure in urban and semi-urban areas.
  • Work with external vendors, creative agencies, and media partners to execute OOH media buying, planning, and installations.

Team Management:

  • Lead and mentor a team of marketing professionals, ensuring efficient task delegation, performance management, and skill development.
  • Foster a collaborative and high-performance team culture, encouraging innovation and accountability.
  • Ensure the team is aligned with overall marketing objectives and provide regular feedback and support to enhance productivity.

Consumer Engagement:

  • Leverage local events, festivals, and community gatherings for targeted BTL and OOH marketing activations.
  • Use consumer insights and market research to develop relevant messaging and campaign strategies that resonate with target audiences.
  • Collaborate with digital marketing and social media teams to integrate offline activations with online consumer journeys.

Budgeting & ROI Measurement:

  • Manage and optimize the BTL and OOH marketing budgets, ensuring cost-effective use of resources.
  • Track and measure the ROI of all campaigns using KPIs such as brand recall, footfalls, conversions, and sales.
  • Present regular performance reports to senior management and make recommendations for future improvements.

Stakeholder Collaboration:

  • Work closely with the sales team to align BTL and OOH efforts with business targets.
  • Collaborate with product management, trade marketing, and regional sales teams to develop region-specific campaigns.
  • Build strong relationships with dealers, distributors, and trade partners to ensure effective execution of BTL initiatives.

Vendor and Agency Management:

  • Identify and manage external agencies for creative, media buying, and event management.
  • Negotiate contracts with vendors to ensure high-quality deliverables within agreed timelines and budgets.
  • Oversee the quality of installations and activations, ensuring consistency across regions.

Key Requirements

  • Experience: Minimum of 8 to 10 years in BTL & OOH domain, planning and execution.
  • Team Management: Have experience of handling 5+ Marketing Team.
  • Category Experience: Prior experience in handling mature B2C brands with extensive channel reach is essential.

o  Geography Exposure: Knowledge of East Regional markets/states and understanding of the local consumer behaviour is a plus.


o  National Role: Exposure of working in National role is desirable.


  • Education: Postgraduate degree/MBA in Marketing, Advertising, or a related field is highly desirable.
  • Skills:

o  Strong understanding of BTL marketing, consumer activation, and OOH advertising in B2C

o  Ability to handle multiple campaigns across diverse markets.

o  Creative thinking and problem-solving skills to innovate and differentiate campaigns from competitors.

o  Excellent communication, negotiation, and vendor management skills.

o  Analytical mindset with the ability to interpret market data and consumer insights.

o  Ability to work under pressure and meet deadlines in a fast-paced environment.

o  Proficiency in using excel, PowerPoint, marketing analytics tools to measure and report performance metrics.

o  Exposure in APP and digital tools for control and analysis of BTL & OOH activity is desirable.

KPIs (Key Performance Indicators):

  • Increase in brand visibility, and TOMA through BTL and OOH campaigns.
  • Increase in innovation quotient: Measured by the development of new, creative marketing strategies and campaigns, and fostering a culture of continuous improvement and ideation within the team.
  • Effective budget utilization and campaign ROI.
  • Dealer, retailer, and distributor engagement and feedback.
  • Timely execution of campaigns and activations.

Criticality of Role

This role is crucial for ensuring that the company’s marketing efforts penetrate effectively into the B2C market through localized, engaging campaigns that drive both brand awareness & sales.

Work Conditions:

  • Extensive travel across various regions to oversee campaign execution and manage regional teams.
  • Collaboration with cross-functional teams and external partners.

Compensation

We offer a competitive salary commensurate with experience.

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