Trade Media Audit - BTL, Retail & Events Operations Expert

Job Title:

Consultant Trade Marketing Audit (BTL, Retail & Events Operations Expert)

kirti.goyal@protivitiglobal.in

Location:

Mumbai / Gurgaon

Experience:

5–7 years

Role Overview:

We are seeking an experienced consultant to review and optimize trade marketing and retail operations processes. The role involves conducting audits, analyzing efficiencies, and ensuring compliance with process and policies, across BTL activations, retail displays, and event operations.

Key Responsibilities:

Trade Marketing & Retail Operations Audit

• Review efficiencies in deployment, allocation, installation, costing, and ROI monitoring.
• Conduct on-ground audits for retail displays, events, activations, and promotions.
• Verify adherence to brand standards and compliance guidelines for visual merchandising and in-store branding.

Marketing Activities Analysis

• Analyze and optimize regional and local marketing activities, including traditional media campaigns (TV, Print, Radio, Outdoor).
• Review processes related to visitor experience, response management, customer engagement, and brand visibility.

Financial & ROI Monitoring

• Analyze promotional expenses and ROI for customer engagement and brand recall.
• Identify inefficiencies and inaccuracies in expense reporting.
• Review expense management processes for events, BTL activations, in-store promotions, and branding.

Process & Quality Checks

• Review of Quality Control processes followed by clients for designing, printing, and installation of marketing collaterals.
• Evaluate performance metrics, cost efficiency, rate benchmarking, and vendor selection.

On-ground Audit Expertise

• On-field audit experience for Retail Marketing Activities, Trade Promotions, BTL Activations, Events Management.
• Review trade promotions at retail outlets for proper execution and ROI alignment.
• Assess BTL activations (roadshows, sampling, experiential campaigns) for quality and engagement.
• Audit event setups (corporate/regional/local) for branding, vendor performance, and adherence to approved designs.
• Ensure brand standards compliance and operational benchmarks across all on-ground activities.

Client Management & Project Deliveries

• Prepare audit reports with insights and recommendations for process improvement and cost optimization.
• Support pitch management by assisting clients in selecting media agencies.
• Manage client relationships, ensuring smooth project delivery, risk management, and timely communication.
• Collaborate with cross-functional teams to drive successful campaigns and business outcomes.
• Train team members and develop methodologies for improved insights.

Continuous Improvement

• Stay updated with marketing trends and best practices to enhance campaign effectiveness.

Skills & Competencies:

• Strong knowledge of trade marketing, retail operations, and BTL activations.
• Experience in auditing retail marketing activities and on-field audit.
• Excellent analytical, communication, and stakeholder management skills.
• Ability to manage multiple projects and deliver under tight timelines.

Qualifications:

• 5-7 years of hands-on experience in Trade Marketing, Retail, BTL Activation, and Events.
• Understanding of best practices and thorough knowledge of Inshop and Onshop branding and promotional mediums such as Signages, GSB, SOH, Cladding/ACP Boards, Posters, Danglers, Glass Door Stickers, Vinyl Sunboard, Fixtures, Banners, and other indoor and outdoor props.
• Proven ability to analyze data, draw insights, and optimize campaigns for maximum ROI.
• Strong project management skills and the ability to manage multiple projects and teams.
• Excellent communication and client relationship management skills.

Good to have

• Understanding of BARC, AdeX, IRS, DOOH, RAM, TGI, and other tools for managing ATL media campaigns.
• Familiarity on CRM, Customer Care Operations, CDP tools are a plus.