Marketing CRM Manager

Birla Carbon; Thane; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

ABC Digital is seeking a Marketing CRM Manager to plan, execute, and measure BTL campaigns across college events, kiosks, outdoor ads, and wall branding in various public spaces.

You will collaborate with the zonal manager to build an inbound lead generation system and drive brand awareness, while coordinating with branch teams to align campaigns with the overall strategy. The role involves managing agencies, events, and on-ground staff to deliver seamless leads.

Responsibilities

• Planning, budgeting, and forecasting lead requirements in adherence with the branch sales team.
• Planning and execution of various BTL marketing campaigns for all ABCD branch sales teams.
• Recruitment, training, and management of agencies, promoters, and on-ground sales team members to ensure seamless delivery of leads.
• Collaboration with field salespersons traveling to branch locations to execute campaign plans.
• Measurement of campaign results and optimization as needed.
• Coordination with other LOBS marketing team members to align BTL campaigns with the overall brand strategy.
• Creation of seasonal offers for each product to increase sales.
• Competitive analysis to improve and leverage strategies for better results.
• Weekly or fortnightly calls with each branch manager to capture requirements related to marketing collateral and plans.

Job description

Marketing CRM Manager

Job Purpose

Be responsible for planning, executing, and measuring the success of below-the-line (BTL) marketing campaigns.

Manage on-site activities such as business school and college events, webinars and seminars, installation of kiosks in public places (malls, railway/metro/bus stations, hotspots), outdoor advertising, and various branding techniques including wall paintings, paper inserts, bus advertisements, and branding in societal gates and lifts.

Create a personal connection between the brand and the target audience by engaging consumers directly, building brand awareness, and generating leads to drive sales.

Work closely with the zonal manager to create an effective inbound lead generation system using a thoughtfully planned strategy.

Organizational Context

ABC Digital has been incorporated as a wholly owned subsidiary of Aditya Birla Capital in 2023 to engage in the distribution of Aditya Birla Capital products and provide services to customers, including web-based services, e-commerce, payments facilities, and allied activities.

ABC Digital is developing an omni‑channel D2C platform (website and app) to acquire new customers and serve them seamlessly. The company has also started a virtual engagement management system through inbound and outbound calling and cross‑sells various ABC products to walk‑in branch customers.

ABC Digital collaborates with all ABCL subsidiaries to deliver a truly personalized and seamless omni‑channel experience for both new and existing customers by building capacity and enhancing productivity through investments in talent, technology, marketing, and data and analytics.

Job Context – Planning, budgeting, and forecasting lead requirements in adherence with the branch sales team.

Planning and execution of various BTL marketing campaigns for all ABCD branch sales teams.

Recruitment, training, and management of agencies, promoters, and on‑ground sales team members to ensure seamless delivery of leads.

Collaboration with field salespersons traveling to branch locations to execute campaign plans.

Weekly or fortnightly calls with each branch manager to capture requirements related to marketing collateral and plans.

Execution of events such as corporate & RWA activation, hotspot activation, college activation, seminars/webinars, etc.

Measurement of campaign results and optimization as needed.

Coordination with other LOBS marketing team members to align BTL campaigns with the overall brand strategy.

Creation of seasonal offers for each product to increase sales.

Competitive analysis to improve and leverage strategies for better results.

Challenges

Coordination between internal and external teams on dependencies that affect project delivery.

Providing thought leadership and perspective to drive timely key project deliverables and completion.

Influencing branch managers to achieve desired campaign outcomes.

Key Result Areas

KRA (Accountabilities) (Max 1325 Characters)

Supporting Actions (Max 1325 Characters)

• KRA1: Creating and executing monthly BTL activation plan.
• KRA2: Coordination with branch team for BTL execution.
• KRA3: Identifying BTL agency for execution and promoting theme‑based engagement ideas.
• KRA4: Analyzing BTL performance and optimizing accordingly.