BTL Marketing / Deputy General Manager

Inviting interest from Senior BTL Marketing Professionals from Mobile Handset / FMCD / FMEG Industry for a Senior BTL Marketing Role at KENT. Candidates should have 16 to 25 yrs relevant experience with MBA / PG qualifications.

Job role will broadly include:

Retail BTL Strategy & Planning:

• Assist in developing the annual BTL marketing calendar and strategy, with a specific emphasis on retail channel objectives and aligned with brand goals.
• Conceptualize innovative BTL campaigns, in-store activations, and shopper marketing programs tailored to target consumers and retail environments.
• Conduct market and retail channel research to identify relevant BTL opportunities, trends, and competitor activities within the retail space.

Campaign Execution & Management:

• End-to-end management of BTL campaigns, including planning, budgeting, execution, and post-campaign analysis, focusing on retail channels.
• Organize and manage various BTL activities such as in-store activations, retail partner events, trade shows, sponsorships, etc.
• Oversee the development, production, deployment, and maintenance of effective Point-of-Sale Materials (POSM) and visual merchandising elements across retail touchpoints.
• Coordinate logistics, branding elements, promoter training, and collateral for all activations, ensuring seamless execution on the ground in retail settings.

Vendor & Retail Partner Management:

• Identify, negotiate with, and manage relationships with external vendors, activation agencies, event organizers, printers, and suppliers.
• Build and maintain strong relationships with key retail partners to facilitate smooth execution of in-store activities and explore co-marketing opportunities.
• Ensure timely delivery and quality execution from all partners within agreed budgets.

Performance Tracking:

• Prepare regular reports on campaign performance, retail channel insights, and recommendations for future activities.

Collaboration:

• Work closely with the Sales and HO Marketing teams to align BTL activities with sales targets, promotional calendars, and gather feedback from the retail field.
• Collaborate with Brand and Digital Marketing teams for integrated campaign messaging.