Lead - BTL Activation

Novel Jewels (Aditya Birla Group); Mumbai; On-site; INR 20,00,000 - 25,00,000; Full time

Job summary

A leading luxury jewelry retailer is seeking a Mid-Senior Level BTL Marketing Manager in Mumbai. The role involves strategic planning and execution of BTL activities across multiple locations, managing budgets, and ensuring compliance. Candidates should have over 10 years of experience in BTL marketing with proven leadership abilities. Competitive salary and full-time employment are offered.

Qualifications

• 10+ years of experience in BTL marketing, retail activation, or experiential marketing.
• Proven leadership in managing multi-location campaigns and vendor ecosystems.
• Strong strategic thinking, budgeting, and analytical skills.

Responsibilities

• Design and implement BTL marketing plans for pre-launch and post-launch.
• Develop scalable models for catchment activation.
• Allocate and manage BTL budgets based on business priorities.
• Monitor campaign performance and present impact reports to leadership.
• Negotiate contracts and foster long-term partnerships.

Skills

BTL marketing

Strategic thinking

Leadership

Budgeting

Analytical skills

Job description

Key Responsibilities:

1. Strategic Planning & Framework Development

• Design and implement a comprehensive BTL marketing blueprint for pre-launch, launch, and post-launch phases across all stores and clusters.
• Develop scalable models for catchment activation, including society tie-ups, exhibitions, and brand alliances.

2. Innovation & Ideation Leadership

• Build and maintain a dynamic idea bank for BTL activations, ensuring relevance, freshness, and effectiveness.
• Encourage innovation in outreach methods, leveraging partnerships with platforms like MyGate, NoBroker, AddOnMo, etc.

3. SOP Creation & Governance

• Develop and institutionalize Retail SOPs for BTL activities to ensure standardization, brand alignment, and operational excellence.
• Define execution protocols, quality benchmarks, and compliance guidelines for store teams.

4. Budgeting & ROI Management

• Allocate and manage BTL budgets across regions and clusters based on business priorities.
• Monitor campaign performance, analyze ROI, and present impact reports to leadership.
• Implement digital systems for real-time tracking of BTL activities and visibility across stakeholders.
• Ensure data-driven decision-making through dashboards and analytics.
• Build and manage a robust pool of BTL execution agencies, exhibition partners, and data providers.
• Negotiate contracts, ensure service quality, and foster long-term partnerships.

5. Execution Oversight & Support

• Oversee the creation of BTL kits and collaterals for stores, ensuring brand consistency and high-quality output.
• Provide strategic and operational support to regional and store-level teams for flawless execution.

6. Quality Control & Compliance

• Establish quality control mechanisms for BTL activities while allowing flexibility for local customization.
• Conduct periodic audits and feedback loops to ensure continuous improvement.

Qualifications & Skills:

• 10+ years of experience in BTL marketing, retail activation, or experiential marketing.
• Proven leadership in managing multi-location campaigns and vendor ecosystems.
• Strong strategic thinking, budgeting, and analytical skills.
• Excellent communication, stakeholder management, and team leadership abilities.
• Familiarity with digital tracking tools and CRM systems.

Job Details

• Seniority level: Mid-Senior level
• Employment type: Full-time
• Job function: Marketing and Sales
• Industries: Retail and Retail Luxury Goods and Jewelry