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Role Clarity | BTL Marketing Manager
Department:
Marketing
Reporting To:
Head Marketing
Role Definition
The BTL Marketing Manager is responsible for developing and executing high-impact Below-the-Line (BTL) marketing strategies to build awareness, engage target audiences, and drive lead generation.
This role leads all field-based activations such as society, garden, and corporate camps and ensures each event is managed seamlessly from planning to execution. Through stakeholder collaboration, process excellence, and outcome tracking, this role strengthens brand trust and community connect.
Deliverables
Development and execution of a quarterly BTL activation calendar with clear objectives, timelines, and ROI
Seamless execution of all events with SOP compliance and operational readiness
Strong customer engagement at events, including awareness generation and lead capturing
Cost-effective and quality-driven budget management for all field marketing activities
Post-activation reporting on performance, lead conversion, feedback, and brand impact
Task and Activities
Business Activation Planning & Strategy
Build a quarterly plan of society, garden, corporate, and public activation events, including location, objectives, target audience, and budgets.
Identify high-opportunity micro-markets based on zonal sales trends and business focus areas.
Create event-specific SOPs covering setup protocols, staffing, services availability, lead capture, and feedback collection.
Align BTL activity planning with monthly marketing themes and doctor engagement calendars.
On-ground Event Management
Ensure end-to-end event ownership pre-setup, execution, branding visibility, post-event wrap-up.
Coordinate with internal stakeholders (ZSMs, Branch Ops, Logistics, Customer Care) for seamless staffing and operational readiness.
Ensure all visual elements (standees, uniforms, brochures, kits) align with DBCL branding standards.
Manage all permits, space booking, equipment, and local liaison for smooth execution.
Customer Engagement & Lead Conversion
Interact directly with customers at events to explain DBCL services, promote preventive health, and capture diagnostic needs.
Design and execute feedback mechanisms, satisfaction polls, and follow-up SOPs for each activation.
Coordinate with the CRM and Zonal Ops team to ensure leads are uploaded, tracked, and followed up through WhatsApp and outbound calling.
Prioritize relationship-building to convert first-time leads into repeat customers
Budget & Resource Optimization
Prepare detailed event-wise budgets including logistics, branding, manpower, and promotions.
Negotiate with vendors and local event partners to optimize cost-effectiveness and service quality.
Monitor and approve payments, document spend vs budget, and minimize leakage or overspending.
Brand Partnership & Alliances
Identify potential brand collaborators (Gyms, clinics, RWAs, corporates, retail outlets) for joint activations.
Formalize partnerships with clear value exchange co-branded visibility, package discounts, loyalty offers, etc.
Ensure consistency in brand messaging, documentation, and performance tracking of partnership activities.
Performance Reporting & Insights
Maintain daily, weekly, and monthly BTL performance dashboards with key event metrics: Lead volume; Conversion ratio; Attendance; and Customer satisfaction
Track zone-wise BTL success and share improvement suggestions.
Conduct post-activity debriefs with stakeholders for continuous improvement.
Success Metrics
100% adherence to the BTL event calendar across zones; Minimum # activations/month per region.
95% on-time execution of scheduled events; Event Quality Score
Minimum # qualified leads per event; % lead-to-booking conversion in 30 days.
100% budget utilization
CSAT 4.8 across events (Post-Event feedback)
Number and quality score of new partnerships initiated and executed per quarter
Role Requirements:
- 3-8 years of hands-on experience in BTL / field marketing with proven execution of society, garden, corporate, and public activations;
healthcare, diagnostics, wellness, or pharma experience preferred
. - Strong capability to plan and execute
quarterly and monthly BTL calendars
based on micro-market insights, zonal sales trends, target audience behavior, and business priorities. - Proven expertise in managing
complete on-ground operations
including SOP creation, branding compliance, manpower planning, logistics coordination, permits, and post-event closures. - Strong budgeting and cost-control skills with experience in vendor negotiation, payment tracking, and building
strategic local partnerships
(RWAs, gyms, clinics, corporates) for co-branded activations. - Data-driven approach to tracking
leads, conversions, CSAT, ROI, and zone-wise performance
, combined with an execution-focused, adaptable, and process-driven mindset.
