Btl Executive

Role Summary

The Executive-BTL is responsible for supporting and implementing below-the-line (BTL) marketing activities that enhance brand visibility and drive product engagement at the retail level. This role focuses on executing in-store branding, on-ground activities, merchandising, and promotional activities & schemes to improve customer interaction and increase product sales. The Merchandising/BTL Executive works closely with internal teams to bring the companys brand positioning and marketing strategies to life in retail environments. This role involves ensures consistent, high-quality execution across various retail locations.

Job Responsibilities

• In-Store Branding & Merchandising:

Implement and maintain in-store branding, displays, and signage to enhance product visibility.

Ensure product placement aligns with brand guidelines and appeals to target consumers.

• BTL Promotional Campaigns:

Coordinate and execute BTL marketing activities such as in-store promotions, sampling events, and local activations to drive engagement and increase sales.

Monitor and analyze the effectiveness of BTL activities, making adjustments to improve impact where necessary.

Gather insights from retail locations regarding customer reactions to BTL initiatives and overall product performance.

Provide feedback to marketing and product teams to influence future merchandising and promotional strategies.

• Vendor Coordination:

Coordinate with vendors to design and produce marketing materials like signage and displays.

Ensure timely and cost-effective delivery of promotional items.

• Retail Environment Monitoring:

Work closely with sales and trade marketing teams to align merchandising strategies with overall marketing objectives and sales goals.

Build relationships with retail partners to secure optimal product placement and shelf space.

Monitor product inventory levels at retail locations to ensure sufficient stock for promotions and minimize out-of-stock situations.

Regularly update and refresh displays, managing seasonal or campaign-specific themes as needed.

• Market Research & Competitor Analysis:

Conduct market research to identify retail trends and opportunities.

Analyze competitor strategies to enhance brand presence and product positioning.

Track Competition activities on the tracker.

• Reporting & Analytics:

Track BTL activity performance through key metrics such as foot traffic and sales uplift.

Prepare reports on consumer engagement & cost to sales to inform future initiatives.

• MIS Making:

Assist in the collection, analysis, and tracking of data to prepare reports & support decision-making for senior management, ensuring all data is up-to-date and aligned with departmental goals.

• Budget Tracking:

Support the tracking of relevant budgets, ensuring that expenses are within the allocated budget, and providing timely updates to senior management for informed decision-making.

External Interfaces

Internal Interfaces

• Retailers
• Distributors
• Vendors
• Suppliers
• Marketing Agencies
• Event Organizers

• Trade Marketing Team
• Sales Team
• Branding Team

Job Requirements

Educational Qualification and Experience

• Bachelor's degree in Marketing, Business, or related fields.
• 2-3 years of experience in merchandising, BTL marketing, or trade marketing, preferably in FMCG or retail sectors.

Competencies

Technical

• Merchandising & Display Design
• BTL Campaign Management
• Retail & Trade Marketing
• Vendor Management & Negotiation
• Market Research & Competitor Analysis
• Data Analytics & Reporting
• Inventory Management
• Budget Management

Behavioural

• Attention to Detail and Precision
• Adaptability & Problem-Solving
• Effective Communication
• Collaboration & Teamwork
• Customer-Centric Approach
• Time Management & Organizational Skills

KRA & KPI

• BTL promotional campaigns:

Increase in sales growth resulting directly from BTL activities

Increase in ROI of campaigns

Increase in consumer engagement and brand awareness

• Market research and competitor analysis:

Market insights on trends and competitors