Assistant Manager - Marketing

Swiggy; Pune District; On-site; INR 1,200,000 - 2,200,000; Full time

Job summary

Swiggy Instamart in Pune, Maharashtra, is hiring a hands-on BTL Marketing lead to design and execute offline campaigns for rapid brand visibility and trial driving. The role is onsite with a strong emphasis on end-to-end campaign management and CPT/CPA ROI evaluation.

You will own the BTL lifecycle, build local growth engines, collaborate with design for POSM, and partner with vendors to deliver high-impact activations. 3–5 years in BTL or offline marketing is preferred.

Qualifications

• 3-5 years of experience in BTL, Rural Marketing, or Experimental Marketing.
• Proven growth hacking track record in offline world.
• Existing relationships with high-quality BTL agencies and fabricators.
• Strong marketing knowledge with problem solving and speed.
• Ability to bridge offline activations with online app conversions.
• High ownership and action bias.

Responsibilities

• BTL Strategy & Framework: design the overarching BTL roadmap for the brand launch.
• Ownership of "Wacky" Activations: conceptualize and execute high-stakes offline stunts.
• Growth Engines: create repeatable local growth mechanisms like referral hubs and community programs.
• End-to-End Campaign Management: manage vendor scouting, negotiation, fabrication, promoter training, audits.
• Creative Scoping for Offline: work with design teams on POSM and activation setups.
• Budget & ROI Ownership: manage budget with focus on CPT and CPA, justify ROI with data.
• Field Intelligence: gather consumer feedback to inform pricing, packaging, and competitor moves.

Skills

BTL strategy

Campaign management

Growth hacking

Vendor relationships

Offline to online bridging

Attention to detail

Job description

Job Description:

Company Description

About Swiggy Instamart:

Swiggy Instamart, is building the convenience grocery segment in India. We offer more than 40000 items to our customers within 10-15 mins. We are striving to augment our consumer promise of enabling unparalleled convenience by making grocery delivery instant and delightful. Instamart has been operating in 120+ cities across India and plan to expand to a few more soon. We have seen immense love from the customers till now and are excited to redefine how India shops.

Job Description

Ways of working: Mandate 3 : Onsite - Office / Field: Employees are expected to work from the office on all days out of their respective base locations.

Location: Pune, Maharashtra

Roles & Responsibilities:

• BTL Strategy & Framework: Design the overarching BTL roadmap for the brand launch, identifying high-affinity "pockets" where our target audience lives, commutes, and shops.

• Ownership of "Wacky" Activations: Lead the conceptualization and high-stakes execution of "Out-of-the-Box" marketing stunts. You will be expected to turn wild ideas into reality to drive massive top-of-funnel awareness.

• Continuous Growth Through Physical Loops: Move beyond one-off events to create repeatable "Growth Engines" on the ground—such as hyper-local referral hubs, society-level subscription drives, and community-based sampling programs.

• End-to-End Campaign Management: Own the BTL lifecycle from vendor scouting and negotiation to fabrication, promoter training, and post-activation auditing.

• Creative Scoping for Offline: Work closely with design teams to create POSM (Point of Sale Material) and activation setups ensuring the brand aesthetic is maintained across all touchpoints.

• Budget & ROI Ownership: Manage a significant BTL budget, with a ruthless focus on Cost Per Trial (CPT) and Cost Per Acquisition (CPA). You will be responsible for proving the ROI of offline efforts through data-backed reporting.

• Field Intelligence: Build a feedback loop from the ground up. You will synthesize consumer reactions from the field to provide the product and GTM teams with insights on pricing sensitivity, packaging appeal, and competitor moves.

Desired Skills & Experience

• 3-5 years of experience in BTL, Rural Marketing, or Experimental Marketing. Candidates from Telecom, FMCG, or Fintech (Payment Apps) who have managed large-scale ground activations are preferred.

• A proven track record of "Growth Hacking" in the offline world. You should have examples of how you gained massive visibility using unconventional methods rather than just standard billboards.

• Existing relationships with high-quality BTL agencies and fabricators across major urban and semi-urban hubs.

• Strong marketing knowledge with problem solving skills, ability to hustle and get things done in minimum time frames

• Ability to use tools to bridge the gap between offline activations and online app conversions.

• Extreme attention to detail and willingness to roll up your sleeves - high ownership & action bias

Additional Information

NA

Visit our tech blogs to learn more about some the challenges we deal with:https://medium.com/swiggy-bytes

We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, colour, religion, sex, disability status, or any other characteristic protected by the law.

Team: Branding Marketing

BusinessUnit: Instamart

Department.: Marketing