BTL Manager

Job Description

Job Title: BTL Marketing Manager Department: Marketing Location: Gurgaon Reporting To: Head Marketing Experience Required: 5-8 years in retail marketing / BTL campaign management Educational Qualification: MBA/PGDM in Marketing or equivalent Job Purpose: To develop, execute, and monitor Below-the-Line (BTL) marketing strategies aimed at increasing customer footfall at retail stores, improving brand visibility, and enhancing campaign ROI. The role involves close collaboration with Sales, Finance, and Marketing teams to ensure timely execution of activities within budget while driving innovation in retail promotions. Key Responsibilities: BTL Campaign Management & Execution Plan and execute BTL marketing campaigns for various retail stores aligned with the brands seasonal objectives and customer segments. Ensure end-to-end management of campaignsfrom ideation and planning to execution and post-analysis. Oversee vendor performance, activation quality, and campaign effectiveness across geographies. Develop store-specific promotional strategies in collaboration with Sales teams. Footfall Generation & Impact Analysis Design and implement campaigns that directly drive incremental store footfall. Track and report campaign ROI using footfall data, sales uplift, and customer engagement metrics. Analyze regional and store-level trends to refine targeting strategies and future campaigns. Budget Management & Billing Coordination Maintain strict control over allocated BTL budgets; ensure spending remains within limits frozen by Finance. Coordinate closely with the Finance team for timely release of budgets, approvals, and vendor billing. Maintain updated spend trackers and ensure all financial documentation is audit-compliant. Evaluate campaign costs vs. outcomes to improve cost- efficiency. Internal Stakeholder Collaboration Work with cross-functional teams (Sales, Visual Merchandising, Creative, and Supply Chain) to ensure timely and aligned execution. Facilitate clear and regular communication with regional teams to customize campaigns as per local requirements. Customer Experience &Brand Visibility Enhance brand visibility in key retail zones such as malls, high streets, and events. Plan media buying and tactical activations to improve top-of-mind awareness. Identify and act on opportunities to elevate in-store experience through BTL touchpoints. Innovation & Continuous Improvement Introduce and implement at least two new promotional formats or improvements annually. Monitor market trends, competitor activities, and customer behavior to suggest innovative BTL concepts. Leverage technology, data, and digital tools for targeted and measurable BTL executions. Key Performance Indicators (KPIs): % Increase in store footfall (YoY / campaign-wise) Campaign ROI (footfall or sales uplift per spent) Budget adherence (% deviation vs. planned budget) Number of activations executed per month/quarter Vendor billing accuracy and timeliness Number of new initiatives implemented annually Brand visibility scores and recall metrics (if applicable) Required Skills & Competencies: Proven experience in BTL campaign planning and retail marketing Strong budget management and financial coordination skills Analytical skills with ability to work on footfall and sales data Excellent stakeholder management and communication skills Exposure to SAP (Finance module), retail BI dashboards, or equivalent tools Creative thinking with a structured execution mindset