General Manager Brand Marketing

Job Title: General Manager BTL Activities & Market Activation

Location:

Marketing & Growth Director

About Pidge

physical brand presence

Role Overview

Manager – BTL Activities & Market Activation

external manpower agencies

Key Responsibilities

1. BTL Strategy & Planning

• Build Pidge’s BTL and activation roadmap across priority markets.
  
• Identify opportunities for engagement with enterprises, SMBs, and delivery-intensive businesses.
  
• Align BTL activities with Pidge’s brand pillars and category messaging (Intelligence, reliability, efficiency).
  

2. Market Activation & On-ground Execution

• Plan and execute on-ground activations including:
  
• Corporate parks and office clusters
  
• Retail hubs
  
• Market roadshows
  
• Industry events (expos, trade fairs, logistics events)
  
• In-store branded activities with partner brands
  
• Manage booth setup, branding elements, promotional materials, and lead capture mechanisms.
  
• Ensure flawless execution and timely rollout across all activities.
  

3. Manpower Agency Management

• Identify, evaluate, and onboard manpower/activation agencies across regions.
  
• Manage staffing requirements for promoters, supervisors, field marketers, and demo specialists.
  
• Conduct training for agency manpower to ensure correct Pidge pitch, demo flow, and FAQs.
  
• Monitor promoter performance, discipline, attendance, productivity, and communication quality.
  
• Ensure compliance with brand guidelines and activity SOPs.
  

4. Lead Generation & Funnel Management

• Develop lead capture systems at activations (QR flows, demo zones, mobile forms).
  
• Work closely with sales teams for quick follow-ups.
  
• Track lead quality and optimize activation plans based on conversion rates.
  

5. Collateral & Communication Development

• Coordinate with the design team for standees, flyers, banners, merchandise, and information kits.
  
• Develop talking points, activity scripts, and sales enablement content for promoters.
  
• Ensure consistent brand messaging across all touchpoints.
  

6. Budgeting & Vendor Management

• Create cost estimates and manage budgets for BTL programs.
  
• Handle vendor negotiations, procurement, payments, and compliance documentation.
  
• Maintain strong relationships with agencies, printing partners, and production houses.
  

7. Reporting, Analytics & Optimization

• Track performance metrics:
  
• Footfall
  
• Interactions
  
• Leads captured
  
• Conversions
  
• ROI per activation
  
• Share weekly and monthly dashboards with insights and recommendations.
  
• Continuously refine activation formats and scripts based on market response.
  

Requirements

• 5–8 years of experience in BTL marketing, on-ground activations, and manpower-led programs.
  
• Strong experience managing external manpower agencies.
  
• Proven execution experience across multiple cities/markets.
  
• Strong vendor management, negotiation skills, and budget handling.
  
• Ability to design activation flows that drive enterprise/SaaS lead generation.
  
• Excellent communication and stakeholder coordination skills.
  
• Experience in logistics, SaaS, tech, mobility, or B2B services (preferred).
  
• Comfortable with travel for on-ground activity oversight.
  

Personal Attributes

• High ownership and execution focus.
  
• Strong people management skills—especially with field teams.
  
• Detail-oriented and process-driven.
  
• Creative approach to designing on-ground customer experiences.
  
• Ability to handle fast-paced, multi-stakeholder environments.
  
• Intrested candidate Kindly mail at

  hr@pidge.in