Lead - BTL Activation

2 weeks ago

Mumbai, Maharashtra, India Novel Jewels (Aditya Birla Group) Full time ₹ 12,00,000 - ₹ 36,00,000 per year

Key Responsibilities:

1. Strategic Planning & Framework Development

  • Design and implement a comprehensive BTL marketing blueprint for pre-launch, launch, and post-launch phases across all stores and clusters.
  • Develop scalable models for catchment activation, including society tie-ups, exhibitions, and brand alliances.

2. Innovation & Ideation Leadership

  • Build and maintain a dynamic idea bank for BTL activations, ensuring relevance, freshness, and effectiveness.
  • Encourage innovation in outreach methods, leveraging partnerships with platforms like MyGate, NoBroker, AddOnMo, etc.

3. SOP Creation & Governance

  • Develop and institutionalize Retail SOPs for BTL activities to ensure standardization, brand alignment, and operational excellence.
  • Define execution protocols, quality benchmarks, and compliance guidelines for store teams.

4. Budgeting & ROI Management

  • Allocate and manage BTL budgets across regions and clusters based on business priorities.
  • Monitor campaign performance, analyze ROI, and present impact reports to leadership.

5. Digital Tracking & Reporting

  • Implement digital systems for real-time tracking of BTL activities and visibility across stakeholders.
  • Ensure data-driven decision-making through dashboards and analytics.

6. Vendor & Partner Ecosystem Management

  • Build and manage a robust pool of BTL execution agencies, exhibition partners, and data providers.
  • Negotiate contracts, ensure service quality, and foster long-term partnerships.

7. Execution Oversight & Support

  • Oversee the creation of BTL kits and collaterals for stores, ensuring brand consistency and high-quality output.
  • Provide strategic and operational support to regional and store-level teams for flawless execution.

8. Quality Control & Compliance

  • Establish quality control mechanisms for BTL activities while allowing flexibility for local customization.
  • Conduct periodic audits and feedback loops to ensure continuous improvement.

Qualifications & Skills:

  • 10+ years of experience in BTL marketing, retail activation, or experiential marketing.
  • Proven leadership in managing multi-location campaigns and vendor ecosystems.
  • Strong strategic thinking, budgeting, and analytical skills.
  • Excellent communication, stakeholder management, and team leadership abilities.
  • Familiarity with digital tracking tools and CRM systems.

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