Btl Manager

Cowberry Industries; Surat; On-site; INR 900,000 - 1,300,000; Full time

Job summary

Cowberry Industries is seeking a dynamic BTL Manager to lead on-ground marketing activations across locations in India. The role demands strong leadership, brand stewardship and a hands-on approach to drive engagement and lead generation.

You will mentor a team, coordinate with vendors, and ensure high-energy events that reflect the brand message and deliver measurable results. Experience in mall activations and roadshows is preferred.

Qualifications

• Leadership and team management capabilities.
• Excellent communication and interpersonal skills.
• Ability to define and maintain brand tone across teams.
• Expertise in customer engagement and on-ground marketing strategies.
• Strong hosting, anchoring and public interaction skills.
• Strategic thinking with live activation problem-solving.
• Proactive, energetic and results-driven approach.
• Ability to train and develop team members effectively.
• Solid understanding of marketing, branding and promotional activities.

Responsibilities

• Lead and manage end-to-end execution of BTL activities including mall activations, society activations, roadshows and events.
• Define and maintain the brand tone, messaging across activations.
• Develop and execute marketing activities to generate leads.
• Execute campaigns focused on customer engagement and brand visibility.
• Train, guide and mentor team members on customer interaction and product pitching.
• Ensure the team represents the brand confidently during on-ground activities.
• Design and implement pitch strategies to maximize engagement and leads.
• Supervise and support the team in attracting crowds through interactive activities.
• Oversee hosting and anchoring of events with high energy and audience connection.
• Coordinate with internal stakeholders and vendors for seamless execution.
• Ensure planning, setup, branding and dismantling of activation sites.
• Monitor performance and provide real-time feedback to meet targets.
• Gather customer feedback and on-ground insights for future campaigns.

Skills

Leadership

Communication

Brand tone

On-ground marketing

Public interaction

Strategic thinking

Team training

Job description

Job Overview:

We are looking for a dynamic and experienced professional to join our team as a BTL Manager. The ideal candidate will be responsible for leading on-ground marketing initiatives, setting the brand tone, and guiding the team to effectively execute activations. This role requires strong leadership, strategic thinking, and the ability to drive high-impact brand engagement through well-planned BTL activities.

Key Responsibilities:

• Lead and manage end-to-end execution of Below-The-Line (BTL) marketing activities including mall activations, society activations, roadshows, and promotional events
• Define and maintain the brand tone, communication style, and on-ground messaging across all activations
• Develop and execute result-oriented marketing activities to generate leads.
• Execute marketing campaigns and promotional activities focused on increasing customer engagement and brand visibility.
• Train, guide, and mentor team members on customer interaction, product pitching,and engagement techniques
• Ensure the team represents the brand confidently and consistently during all on-ground activities
• Design and implement effective pitch strategies to maximize customer engagement and lead generation
• Supervise and support the team in attracting and managing crowds through interactive activities and communication
• Oversee hosting and anchoring of events, ensuring high energy and strong audience connection
• Coordinate with internal stakeholders and external vendors for seamless execution
• Ensure proper planning, setup, branding, and dismantling of activation sites
• Monitor team performance, provide real-time feedback, and ensure targets are met
• Gather and analyze customer feedback and on-ground insights to improve future campaigns

Required Skills & Competencies:

• Strong leadership and team management skills
• Excellent communication and interpersonal abilities
• Ability to define and maintain brand tone across teams
• Expertise in customer engagement and on-ground marketing strategies
• Strong hosting, anchoring, and public interaction skills
• Strategic thinking with problem-solving ability during live activations
• Highly proactive, energetic, and result-oriented approach
• Ability to train and develop team members effectively
• Good understanding of marketing, branding, and promotional activities