Executive - Offline Marketing

Aditya Birla Fashion and Retail Limited; Bengaluru; On-site; INR 350,000 - 550,000; Full time

Job summary

Aditya Birla Fashion and Retail Limited is seeking an Offline Marketing Executive to drive on-ground marketing for our D2C retail network. You will coordinate with store managers, vendors, and internal teams to ensure timely execution of store launches, campaigns, and activations across multiple cities.

The role requires hands-on execution, budget adherence, and the ability to manage several campaigns simultaneously. Travel to various stores for local marketing activities will be required.

Qualifications

• Minimum 2 years of experience in offline marketing, retail marketing or brand activations.
• Experience in store launches, mall activations, BTL campaigns, and local marketing initiatives.
• Strong vendor management, negotiation and coordination skills.
• Ability to manage multiple campaigns and deadlines simultaneously.

Responsibilities

• Store Marketing & Retail Operations: support new store launches and existing store marketing to boost visibility and footfall.
• Offline Campaign Execution: run ATL/BTL campaigns, mall activations, local events and consumer engagement.
• Influencer & Creator Activations: coordinate local influencer collaborations for campaigns and launches.
• Vendor Management, Budgeting & Finance: liaise with printers, agencies and vendors, track budgets and approvals.

Job description

Offline Marketing Executive

About the Role

We are looking for a proactive and execution-oriented Offline Marketing Executive to support the growth of our retail business through effective on-ground marketing initiatives. The ideal candidate should have experience in retail marketing, campaign execution, vendor coordination, and managing multiple activities in a fast-paced D2C environment.

The role involves working closely with the Offline Marketing Manager to execute new store launches, re-marketing activities for existing stores, retail campaigns, influencer collaborations, mall activations, and local events. The candidate will also be responsible for coordinating with internal teams and external vendors to ensure timely execution, quality deliverables, and adherence to approved budgets.

Key Responsibilities

1. Store Marketing & Retail Operations

• Support new store launches across multiple cities and execute marketing activities for existing stores to improve visibility and footfall.
• Coordinate with Store Managers to ensure timely execution of store-level marketing initiatives.
• Ensure timely delivery and installation of branding materials, visual merchandising (VM) assets, and Point of Sale Materials (POSM).
• Conduct regular store audits to assess marketing visibility, branding consistency, and execution quality.
• Manage local marketing requirements based on city, mall, and store-specific needs.

2. Offline Campaign Execution

• Execute ATL and BTL marketing campaigns, including mall activations, pop-ups, local events, and consumer engagement initiatives.
• Coordinate with internal teams and external agencies to ensure smooth campaign execution.
• Track campaign timelines, deliverables, and on-ground implementation to ensure activities are completed as planned.
• Ensure all offline marketing assets and communication are aligned with brand guidelines.

3. Influencer & Creator Activations

• Coordinate local influencer and creator collaborations for store launches, regional campaigns, and retail marketing initiatives.
• Manage influencer coordination, including campaign briefs, scheduling, approvals, gifting, and deliverables.
• Ensure influencer content aligns with campaign objectives and brand guidelines.
• Track content delivery and ensure timely completion of agreed campaign deliverables.

4. Vendor Management, Budgeting & Finance

• Coordinate with printers, fabricators, agencies, and other marketing vendors to ensure timely execution and delivery of marketing assets.
• Negotiate costs with vendors and close requirements with approved partners.
• Track approved budgets against actual campaign expenditures and ensure adherence to budget limits.
• Coordinate with internal finance teams to ensure timely processing of vendor invoices and payments.
• Ensure the quality and timely delivery of all printed materials, branding assets, and campaign-related requirements.

Desired Candidate Profile

• Minimum 2 years of experience in offline marketing, retail marketing, brand activations, or a related field.
• Experience in store launches, mall activations, BTL campaigns, and local marketing initiatives.
• Strong vendor management, negotiation, and coordination skills.
• Ability to manage multiple campaigns and deadlines simultaneously.
• Good understanding of retail branding, visual merchandising, POSM, and on-ground marketing execution.
• Strong communication, planning, and problem-solving skills.
• Proficiency in MS Excel and PowerPoint for tracking budgets, campaign timelines, and reports.
• Willingness to travel locally and across cities as required for store launches and marketing activities.

Key Skills:

Offline Marketing, Retail Marketing, Brand Activations, ATL, BTL Marketing, Store Launches, Vendor Management, Influencer Marketing, POSM, Visual Merchandising, Budget Management, Campaign Execution, Mall Activations.