BTL Marketing (Retail & Fashion)

DJT Fashion Pvt Ltd; Sector 10; On-site; INR 800,000 - 1,200,000; Full time

Job summary

DJT Fashion Pvt Ltd seeks an experienced BTL Marketing Manager to lead localized, non-media marketing across retail stores, franchises, and wholesale channels. The role focuses on in-store visual merchandising, regional pop-ups, and trade shows to drive sell-through for B2C and B2B clients.

Responsibilities include planning store launches, managing budgets and vendor relationships, and collaborating with Design, Merchandising, Sales, and Retail Operations to align inventory with marketing

Qualifications

• Bachelor's degree in Marketing, Fashion Management, Business Administration or related field.
• 3–6 years of proven BTL marketing/trade marketing/experiential activations experience in fashion/lifestyle retail.
• Deep understanding of retail and wholesale fashion cycles.

Responsibilities

• Lead in-store activations, visual merchandising, POSM, and regional launches.
• Drive wholesale marketing through trade shows, shop-in-shop concepts, and catalogs.
• Manage budgets, vendor relationships, and ROI across regions and channels.
• Collaborate with Design, Merchandising, Sales, and Retail Ops to align inventory with campaigns.
• Track performance with regional market intelligence and campaign analytics.

Skills

BTL marketing experience

Vendor negotiation

Project management

Creativity

Willingness to travel

Education

Bachelor's degree in Marketing, Fashion Management, or Business Administration

Job description

Role & responsibilities

The BTL Marketing Manager is responsible for designing, executing, and managing all localized, non-media marketing initiatives across corporate retail stores, franchise networks, and wholesale distribution channels. This role focuses on hyper-targeted strategiessuch as in-store visual merchandising, regional pop-ups, trade shows, visual VM execution, and local community events to drive sell-through for both B2C retail and B2B wholesale clients.

1. Retail & In-Store Activations (B2C)

• Visual Merchandising & POSM: Oversee the development and deployment of Point-of-Sale Materials (POSM), window displays, and in-store signage that align with seasonal collection launches.
• Store Launches & Events: Plan and execute grand openings, exclusive VIP shopping nights, regional fashion shows, and seasonal instore styling workshops.
• Foot Traffic Generation: Design localized promotional campaigns, hyper-local experiential pop-ups, and mall-activation partnerships to drive brick-and-mortar foot traffic.
• Loyalty & CRM Tie-ins: Collaborate with the CRM team to create targeted direct-mail or localized SMS/WhatsApp campaigns for top-tier store clusters.

2. Wholesale & B2B Channel Marketing

• Trade Shows & Showrooms: Lead the end-to-end execution of the brands presence at major fashion trade shows, exhibitions, and wholesale buying weeks.
• Multi-Brand Outlets (MBOs) Support: Create "Shop-in-Shop" concepts and provide marketing toolkits (catalogs, lookbooks, display racks) to independent wholesale distributors and department store partners.
• Wholesale Incentives: Develop trade marketing campaigns and incentive programs for wholesale agents and distributors to increase order books.
• B2B Collateral: Manage the production of seasonal wholesale catalogs, line sheets, and digital lookbooks.

3. Campaign Execution & Vendor Management

• Agency & Vendor Relations: Source, negotiate with, and manage external fabrication agencies, printers, event coordinators, and visual display vendors.
• Budget Management: Allocate and monitor the BTL budget across different retail regions and wholesale territories to maximize Return on Investment (ROI).
• Cross-Functional Collaboration: Partner closely with Design, Merchandising, Sales, and Retail Operations teams to ensure inventory alignment with marketing pushes.

4. Analytics & Reporting

• Performance Tracking: Track, analyze, and report on the effectiveness of BTL activations (e.g., foot traffic lifts, sales conversion rates, wholesale order increases).
• Market Intelligence: Gather regional competitor insights, retail trends, and consumer feedback to continuously refine local marketing toolkits.

Required Skills & Qualifications

• Education: Bachelors degree in Marketing, Fashion Management, Business Administration, or a related field.
• Experience: 3 to 6 years of proven experience in BTL marketing, trade marketing, or experiential activations, specifically within the fashion, apparel, or lifestyle retail sectors.
• Industry Knowledge: Deep understanding of both the retail retail environment (mall dynamics, consumer behavior) and the wholesale fashion cycle (indenting seasons, trade buying behavior).
• Project Management: Exceptional organizational skills with a proven track record of managing multiple event timelines, vendor logistics, and production deadlines simultaneously.
• Creativity: A strong eye for fashion aesthetics, visual merchandising rules, and creating highly Instagrammable, experiential spaces.
• Travel: Willingness to travel frequently to retail stores, regional offices, and international/domestic trade exhibitions.

Preferred candidate profile