Zonal Marketing Manager - East || Job Location: Kolkata

Purpose

To help streamline the marketing and operations structure to enable future store growth and catchment densification

Experience:

- Minimum of 7 years of experience in BTL marketing and/or retail marketing, with a proven track record of success in developing and implementing measurable BTL campaigns.

• 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) like store footfalls, new customer acquisition to track success.
• BTL Campaign Development & Management:
• Conceptualize and execute innovative BTL activities tailored to the regional audience. This could include experiential events, society activation programs , strategic partnerships, sponsorships, and pin code based marketing tactics.
• 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 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 and effectively communicate brand messaging.
• Performance Measurement & Optimization:
• Continuously monitor and analyse the performance of BTL campaigns and catchment area marketing initiatives.
• Leverage marketing analytics tool to generate insightful reports that track key metrics like footfall conversion rates, brand awareness lift, and overall campaign ROI.
• 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.