Regional Marketing And Business Manager

Role Overview The Regional Marketing Lead is responsible for conceptualizing, executing, and managing store level and regional marketing campaigns that bridge the gap between offline retail presence and digital touchpoints. This role is crucial to building hyperlocal awareness, driving walk-ins, and enabling local sales conversions. You will act as the primary marketing link between the central marketing office and retail store zones, ensuring consistent brand visibility, tactical seasonal promotions, local media coverage, and festive alignment across all formats. Key Responsibility Areas (KRAs) Regional Campaign Planning & Execution
• Lead store-level and regional marketing campaigns tailored to local customer behavior, product focus, and cultural events.
• Develop localized campaign themes, taglines, and creative briefings for regional launches or offers. ATL/BTL Coordination
• Plan and execute ATL (Above-the-Line) media (newspapers, FM radio, regional print) and BTL (Below-the-Line)media (flyers, kiosks, in-store branding) with the help of local agencies.
• Negotiate cost-effective media spots and placements for each region and festival period. New Store Launch Marketing
• Lead launch marketing activities for new stores including pre-buzz creation, invitation, inauguration day activities, local influencer presence, and post-launch visibility.
• Ensure optimal media-mix deployment during launches in coordination with sales and creative teams. Zonal Team Collaboration
• Coordinate closely with Regional Sales Heads and Store/Service Managers to understand regional needs, sales objectives, and customer footfall trends.
• Customize marketing collaterals and communication flow accordingly. Hyperlocal Campaign Syncing
• Integrate digital channels (Google Ads, WhatsApp, Facebook region pages) with physical marketing (posters, in-store branding) to create consistent hyperlocal narratives.
• Launch store-level festive and product-push campaigns across both digital and offline touchpoints. Calendar & Visibility Management
• Maintain a monthly seasonal and festival retail marketing calendar for each zone.
• Track execution timelines, vendor deliverables, and performance metrics aligned to campaign peaks. 3 | Page Merchandising & Audit Oversight
• Conduct periodic store merchandising audits for branding consistency, signage visibility, and hygiene.
• Prepare detailed visibility audit reports, with scoring and actionable feedback per store/region. Local Data & Performance Reporting
• Collect store-level campaign performance data – footfall, inquiries, visual merchandising status, and event leads.
• Submit region-wise marketing activity scorecards monthly to marketing leadership and sales heads. Key Performance Indicators (KPIs)
• Footfall per Campaign: Traffic generated directly from marketing activity
• Campaign ROI: Sales or inquiries generated versus cost incurred
• Event-Specific Lead Volume: Quality and quantity of leads generated during activations
• Creative Output/Assets Per Month: Region-wise creative frequency and variety
• Execution Score by Region: Visual display, branding compliance, and store participation
• Store Hygiene Audit Score: Cleanliness, branding maintenance, and promotional readiness Scope of Work This role primarily supports:
• iPlanet B2C Retail Store Marketing across regions
• 360 store-level campaigns integrated with national marketing direction Execution Focus Areas:
• Create and circulate region-specific campaign playbooks with ready-to-implement guides.
• Coordinate with printers and local vendors for:
• Posters, Flyers, Standees, Flex Boards, other elements
• On-ground activations, roadshows, and localized customer engagement
• Ensure local-language adaptation of marketing messages to maximize relevance.
• Support store teams with real-time branding updates, promo templates, and festival- specific themes.
• Ensure hygiene and accuracy across all GMB listings and Google Merchant Center feeds, while actively monitoring and resolving fake or impersonator accounts on social and digital platforms in collaboration with platform support teams.
• Track visibility impact and footfall uplift through close liaison with store managers and MIS reporting. Variable Pay Eligibility: 15% of CTC based on campaign execution quality, regional performance metrics, and footfall attribution.