Manager - Regional/Catchment Marketing @ Croma - A TATA Enterprise

Job Description

Roles & Responsibilities: To provide ongoing support and guidance to store personnel and Regional Marketing teams along with the Operational Teams regarding BTL activities and catchment area marketing initiatives. Strategic Planning & Execution Conduct in-depth market research and competitor analysis to identify trends, opportunities, and potential threats within the assigned region. Develop a comprehensive BTL marketing strategy aligned with the overall company objectives and regional needs. Set clear and measurable goals for BTL campaigns, outlining key performance indicators (KPIs). Track KPIs with actionable insights for each campaign execution BTL Campaign Development & Management: Conceptualize and execute innovative BTL activities tailored to the regional audience. Lead the regional team that executes the activities on ground. Oversee the logistics and execution of BTL activations, ensuring smooth operation and adherence to brand guidelines. Manage and negotiate with vendors and agencies for BTL activations, prioritizing cost-effectiveness and timely deliverables. Catchment Area Marketing: Develop and implement targeted marketing calendars and campaigns specifically designed to capture the attention of customers within the designated catchment area. Utilize a diverse marketing mix encompassing local print media, radio advertising, hyper-local digital marketing tactics, and strategic out-of-home placements in coordination with media team. Collaborate with the central catchment marketing team to develop compelling marketing materials that resonate with the local audience. Work closely with Zonal Operations Managers to understand and address individual store and zone concerns to improve business throughput. Performance Measurement & Optimization Continuously monitor and analyse the performance of BTL campaigns and catchment area marketing initiatives. Lead and guide regional marketing teams to execute campaigns in their respective regions and monitor performance and outs in a trackable manner. Leverage marketing analytics tools to generate insightful reports that track key metrics. Utilize data-driven insights to optimize ongoing campaigns and refine future marketing strategies for maximum impact. Relationship Building & Collaboration Foster strong relationships with local media outlets, community organizations, and key influencers to secure valuable promotional opportunities and brand mentions. Collaborate effectively with store managers within the region to ensure seamless program execution and clear communication across all levels. Provide ongoing support and guidance to store personnel regarding BTL activities and catchment area marketing initiatives. Preferred candidate profile: Demonstrate understanding of local market dynamics, consumer behaviour trends, and cultural nuances within the assigned region. Excellent communication, presentation, and interpersonal skills with the ability to influence and motivate stakeholders. Proven record of managing regional marketing teams and working with cross-functional stakeholders to manage strategizing and executing BTL Campaigns. Strong project management skills with the ability to manage multiple priorities, delegate tasks effectively, and meet deadlines under pressure. Budget management and negotiation expertise to secure cost-effective vendor partnerships. Proficiency in MS Office Suite, marketing analytics tools, and project management software. A passion for the retail industry and a strong belief in the power of BTL marketing to drive business growth. Qualification/Experience: Masters degree in Marketing, Business Administration, or a related field, with a focus on marketing Minimum of 7-10 years of experience in BTL marketing and/or retail marketing, with a proven track record of success in developing and implementing measurable BTL campaigns.