Regional Marketing Manager/BTL Manager

ROLES & RESPONSIBILITIES:

1.

Sales Approach and Target Orientation: The desired RMH candidate must have an excellent aptitude for sales and marketing and must be very focused towards generating quality leads with maximum probability for conversion. He/she must have a strong orientation to generate and bring new customers to the branches and add new customers to our fold.

2.

Exceptional Planning and Execution Skills: RMH must plan and execute the local flavored activities for the branches of the Region allocated to the RMH to ensure that the branches achieve their monthly and quarterly business targets of New Customer Acquisition for Gold Loan and Other Financial Products. New customer acquisition (new KYC) is the primary metric on which an RMHs effectiveness will be measured and hence RMH’s primary focus must be to ensure his/her Region achieves its new KYC target without fail.

3.

Monitoring Skills: RMHs must coordinate with the branches and the vendors on a regular basis to ensure the proper execution of the sanctioned regional BTL activities. He/she should have the ability to take branch staff along and ensure the BTL activities are conducted effectively and collectively to create top quality leads. He/she should also have the ability to foresee if there are any possible leakages or misreporting being done at agency level and should be able to check it, plug it and correct it.

4.

Competition Tracking & Monitoring: RMH should proactively visit branches of competitors and prepare a counter competition strategy on a monthly / Quarterly basis to highlight what competitors are doing in his Region at BTL level and how does he/she plan to counter it.

5.

Branch visits: All branches of in his/her Region must be visited by the RMH at least once in every Quarter to understand the on-ground issues, faade related branding issues, use/misuse of branch collaterals and merchandise, understand the branch’s catchment area, competitors active in the respective branch’s neighborhood and then finally plan and execute effective marketing initiatives which are specific to the branch, to address identified issues.

6.

Branch Branding and Visual Branch Merchandise: RMH must ensuring effective branch branding, ensuring every branch in his Region stands out and is well-equipped with prominent and well-placed lit Glow Sign Boards (GSBs and Vertical GSBs), suitable quantity of branch merchandise, collaterals etc It is also his/ her responsibility to ensure that no branch has abundance of marketing collaterals / marketing material which lies unused or gets wasted later. Thus, his / her role does not end with just supplying this material but also includes their best utilization to drive business impact and ensure nil wastage.

7.

Branch Launch: Whenever a new branch is being opened, RMH is entrusted with preparing a detailed report on the available opportunity in the branch’s catchment area and once the branch opening date is finalized, he/she is expected to plan a detailed marketing plan with various new branch opening activities that create awareness in the neighborhood and also drives footfall and business conversion for the new branch.

8.

Vendor Management: RMH is expected to bring with him/her a good network of vendors, marketing agencies, partners, and collaborators with whom he can work closely to execute his marketing plans. He/she should also have good negotiation skills to ensure he gets the best out of his partners without compromising quality of execution.

9.

Lead Management: RMH must also ensure that branches follow-up on leads generated through BTL activities timely and effectively. He must ensure leads so generated are entered in CRM under correct marketing activity source and converted aggressively to achieve targets.

10.

Coordination for ATL Activities: RMH must coordinate with Corporate Office and monitor the execution of the ATL Activities such as Newspaper Ad releases, Outdoor Campaigns, Cable TV activities,

TV Ads in Regional Channels etc Effectively and bring to the notice of seniors at CO North Marketing

department in case he/she observes any anomalies.

11.

MIS: RMH must prepare a monthly MIS of the response generated by the local BTL Activities along with other monitoring of ATL/BTL Campaigns. Timely execution of BTL activities as per CRM schedule, sharing of periodic reports with 100% execution photographs is also an important part of his / her role.