Lead Offline Marketing

Weekday AI; Bengaluru; On-site; INR 1,800,000 - 3,200,000; Full time

Job summary

Weekday AI in Bengaluru is seeking a Lead – Offline Marketing to bring the voice of the shopper into every facet of retail experience. You will drive offline growth across the retail network, shape in-store journeys, and design campaigns that boost footfall, conversions, and loyalty.

You will collaborate with Category, Sales, and Design to craft localised programs for Tier 3–5 markets, measure outcomes, and continuously optimise investments for scalable impact.

Qualifications

• 5–9 years of experience in BTL Marketing, Brand Activation, Shopper Marketing, Trade Marketing or a similar role.
• Experience in FMCG, retail, e-commerce, consumer brands, or related industries is preferred.
• Strong understanding of small-town retail dynamics and consumer psychology is a significant advantage.
• Demonstrated ability to translate consumer insights into actionable marketing initiatives.
• Hands-on experience managing campaigns from concept to execution and measurement.

Responsibilities

• Own the end-to-end offline growth strategy across the retail network.
• Develop initiatives to increase store footfall, member acquisition, repeat visits, basket size, and customer lifetime value.
• Build a scalable retail marketing playbook that can be replicated across new towns, markets, and regions.
• Develop market-specific strategies based on store catchments, consumer behaviour, and local market dynamics.
• Own the complete in-store customer journey from store entry through checkout.
• Drive merchandising standards, promotional visibility, planograms, shelf communication, POS branding, seasonal campaigns, and cross-category merchandising.
• Ensure consistent execution of brand and promotional communication across stores.
• Identify opportunities to improve the overall shopping experience and increase conversion.
• Design and execute high-impact campaigns across offline and digital channels that influence shopper behaviour.
• Develop pricing, bundling, promotional, and loyalty initiatives in collaboration with Category and Operations teams.
• Create localised marketing programmes tailored to Tier 3–5 markets and individual store catchments.
• Evaluate campaign performance and continuously optimise initiatives based on business outcomes.
• Develop and manage strategic partnerships with FMCG brands, private-label partners, and key vendors.
• Lead joint business planning and identify opportunities for collaborative marketing initiatives.
• Negotiate and execute co-funded campaigns, in-store activations, and partner-led visibility programmes.
• Maximise trade marketing investments and ensure measurable commercial returns from partner activities.
• Develop a strong understanding of shopper behaviour across geographies, demographics, store formats, and product categories.
• Analyse customer, sales, and campaign data to identify growth opportunities.
• Use consumer insights to influence assortment, promotions, merchandising, and store-level execution.
• Champion customer-centric thinking across marketing, category, sales, and operations teams.
• Own and track key business metrics including store footfall, conversion rate, member acquisition, basket size, repeat purchase, category penetration, campaign ROI, and customer lifetime value.

Skills

BTL Activations

Consumer Insights

Trade Marketing

Offline Marketing

Retail Marketing

Shopper Marketing

Brand Activation

Campaign Management

Job description

This role is for one of Weekday’s clients

Min Experience: 5+ years
Location: Bengaluru
JobType: full-time

We are looking for a Lead – Offline Marketing who can bring the voice of the shopper into every aspect of the retail experience, from product launches and in-store activations to promotional campaigns and customer engagement initiatives.

The role will work at the intersection of marketing, category, sales, and design, translating consumer insights into high-impact on-ground and digital retail experiences that drive footfall, conversion, customer loyalty, and business growth.

Key Responsibilities

Own Offline Growth Strategy

• Lead the end-to-end offline growth strategy across the retail network.
• Develop initiatives to increase store footfall, member acquisition, repeat visits, basket size, and customer lifetime value.
• Build a scalable retail marketing playbook that can be replicated across new towns, markets, and regions.
• Develop market-specific strategies based on store catchments, consumer behaviour, and local market dynamics.

Lead In-Store Experience

• Own the complete in-store customer journey, from store entry through checkout.
• Drive merchandising standards, promotional visibility, planograms, shelf communication, POS branding, seasonal campaigns, and cross-category merchandising.
• Ensure consistent execution of brand and promotional communication across stores.
• Identify opportunities to improve the overall shopping experience and increase conversion.

Drive Growth Through Retail Marketing

• Design and execute high-impact campaigns across offline and digital channels that influence shopper behaviour.
• Develop pricing, bundling, promotional, and loyalty initiatives in collaboration with Category and Operations teams.
• Create localised marketing programmes tailored to the needs of Tier 3–5 markets and individual store catchments.
• Evaluate campaign performance and continuously optimise initiatives based on business outcomes.

Build Strategic Partnerships

• Develop and manage strategic partnerships with FMCG brands, private-label partners, and key vendors.
• Lead joint business planning and identify opportunities for collaborative marketing initiatives.
• Negotiate and execute co-funded campaigns, in-store activations, and partner-led visibility programmes.
• Maximise trade marketing investments and ensure measurable commercial returns from partner activities.

Leverage Customer Insights

• Develop a strong understanding of shopper behaviour across geographies, demographics, store formats, and product categories.
• Analyse customer, sales, and campaign data to identify growth opportunities.
• Use consumer insights to influence assortment, promotions, merchandising, and store-level execution.
• Champion customer-centric thinking across marketing, category, sales, and operations teams.

Measure Business Impact

Own and track key business metrics including:

• Store footfall
• Conversion rate
• Member acquisition
• Basket size
• Repeat purchase
• Category penetration
• Campaign ROI
• Customer lifetime value
• Establish reporting frameworks to measure the effectiveness of offline marketing initiatives.
• Use performance data and consumer insights to continuously optimise campaigns and investments.

Build Scalable Processes

• Develop operating playbooks, execution frameworks, and measurement systems for shopper and retail marketing.
• Create standardised processes and toolkits that enable consistent execution across locations.
• Support regional teams with clear guidelines, best practices, and campaign frameworks.
• Build scalable systems that enable efficient execution as the retail network expands.

What We're Looking For

• 5–9 years of experience in BTL Marketing, Brand Activation, Shopper Marketing, Trade Marketing, Retail Marketing, or a similar role.
• Experience in FMCG, retail, e-commerce, consumer brands, or related industries is preferred.
• Strong understanding of small-town retail dynamics and consumer psychology is a significant advantage.
• Demonstrated ability to translate consumer insights into actionable marketing initiatives.
• Hands‑on experience managing campaigns from concept and planning through execution and measurement.
• Strong data‑driven mindset with the ability to use sales, customer, and campaign data to guide decisions.
• Excellent project management and stakeholder coordination skills.
• Comfortable working in a fast‑paced, dynamic, and entrepreneurial environment.
• Strong commercial understanding and ability to connect marketing initiatives with business outcomes.
• Passion for building affordable, high-impact retail experiences for consumers in emerging and smaller markets.

Must-Have Skills

• BTL Activations
• Consumer Insights
• Trade Marketing
• Offline Marketing
• Retail Marketing
• Shopper Marketing
• Brand Activation
• Campaign Management

Good-to-Have Skills

• Retail Marketing
• Offline Marketing
• FMCG Marketing
• Shopper Marketing
• Store-Level Marketing
• Hyperlocal Marketing
• Loyalty Marketing
• Category Marketing
• Consumer Behaviour
• Trade Partnerships
• Campaign Analytics