Field Marketing Manager

BTL Marketing Manager

Roles & Responsibilities

1. On-Ground Campaign Strategy & Execution

· Conceptualize and execute BTL campaigns Pan India across company branches, pharmacy partners, clinics, societies, wellness camps, diagnostic centers, and corporate offices.

· Drive local market activations — such as free health check-up drives, pharmacy branding, doctor engagement programs, patient awareness camps, and CSR-linked wellness events.

· Plan and execute regional roadshows, city takeovers, or retail partner events to promote app usage and health plans.

2. Retail & Partner Visibility

· Implement branch branding and visibility across offline touchpoints (clinics, diagnostic centers, pharmacy partners, etc.).

· Manage production, and deployment of POSM materials — standees, posters, danglers, shelf strips, and outdoor signages.

· Collaborate with channel sales and trade marketing teams to ensure consistent brand presence across Tier 1–3 cities.

3. Vendor Management

· Identify and manage regional vendors and activation agencies for fabrication, logistics, and manpower deployment.

· Negotiate rates, ensure quality compliance, and maintain efficiency in spend utilization.

4. Cross-Functional Collaboration

· Work closely with digital, CRM, and retention teams to ensure seamless offline–online customer journey.

· Partner with medical affairs, pharmacy, and diagnostics teams to co-create compliant and educational on-ground initiatives.

· Coordinate with creative and brand teams to ensure messaging aligns with brand voice and regulatory guidelines.

5. Campaign Measurement & Insights

· Track KPIs like footfall, lead generation, app downloads, coupon redemptions, and conversion uplift from BTL campaigns.

· Evaluate campaign ROI using data dashboards and provide actionable insights for optimization.

· Maintain and present monthly and quarterly BTL performance reports.

Required Skills

· Proven experience in BTL marketing for healthcare, pharma, or D2C brands.

· Strong project management and operational execution capability.

· Ability to plan hyperlocal campaigns based on regional consumer insights.

· Skilled in vendor negotiation, budgeting, and agency management.

· Excellent communication, stakeholder management, and multitasking ability.

· Understanding of healthcare regulations related to promotional activities (optional but desirable).

Qualifications

· MBA/PGDM in Marketing, Brand Management, or related field.

· 3 - 4 years of experience in BTL marketing, activations, or trade marketing in healthcare, pharma, or D2C sectors.

· Hands-on experience with on-ground activations, corporate wellness events, or pharmacy marketing programs.

· Exposure to omnichannel campaigns integrating offline activations with app and digital performance tracking.

Location

Thane