Marketing Lead - Offline

SuperK; Bengaluru; On-site; INR 1,500,000 - 2,100,000; Full time

Job summary

SuperK is seeking a senior growth leader to own offline growth strategy across all stores in towns and metros. You will design initiatives to boost footfall, member acquisition, repeat visits and basket size, while building a scalable retail marketing playbook for expansion.

In-store experience, merchandising standards, and localised promotions will be your responsibility, with cross-functional collaboration with Category and Operations teams to maximise ROIs.

Qualifications

• 7-10 years of experience in BTL marketing, brand activation, or a similar role—preferably in FMCG, retail, or e-commerce.
• Deep understanding of small-town retail dynamics and customer psychology is a strong plus.
• Ability to translate insights into action with hands-on experience in executing campaigns end-to-end.
• Data-driven mindset using sales and campaign data to inform strategy.
• Strong project management skills in a fast-paced, unstructured startup environment.
• Passion for building affordable, high-impact retail experiences for small-town India.

Responsibilities

• Lead end-to-end offline growth strategy across all stores.
• Develop initiatives to increase footfall, member acquisition, repeat visits, basket size and customer lifetime value.
• Build a scalable retail marketing playbook that can be replicated as SuperK expands into new towns and regions.
• Own the complete in-store customer journey—from store entry to checkout.
• Drive merchandising standards, promotional visibility, planograms and cross-category merchandising.
• Design and execute high-impact campaigns across offline and digital channels.
• Develop pricing, bundling, promotional, and loyalty strategies in partnership with Category and Operations teams.
• Create localised marketing initiatives tailored to Tier 3–5 consumers and individual store catchments.
• Lead joint business planning with FMCG brands, private label partners, and strategic vendors.
• Negotiate and execute co-funded marketing campaigns and in-store activations.
• Maximise trade marketing investments and partner-led visibility opportunities.
• Build a deep understanding of shopper behaviour across geographies, demographics, and product categories.
• Use data to identify growth opportunities and influence assortment, promotions, and store execution.

Skills

BTL marketing

Brand activation

Campaign execution

Project management

Data-driven

Job description

Own Offline Growth Strategy

• Lead SuperK's end-to-end offline growth strategy across all stores.
• Develop initiatives that increase footfall, member acquisition, repeat visits, basket size, and customer lifetime value.
• Build a scalable retail marketing playbook that can be replicated as SuperK expands into new towns and regions.

Lead In-Store Experience

• Own the complete in-store customer journey—from store entry to checkout.
• Drive merchandising standards, promotional visibility, planograms, shelf communication, POS branding, seasonal campaigns, and cross-category merchandising.
• Ensure every store consistently delivers a compelling and conversion-focused shopping experience.

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 strategies in partnership with Category and Operations teams.
• Create localised marketing initiatives tailored to the needs of Tier 3–5 consumers and individual store catchments.

Build Strategic Partnerships

• Lead joint business planning with FMCG brands, private label partners, and strategic vendors.
• Negotiate and execute co-funded marketing campaigns and in-store activations that deliver measurable commercial outcomes.
• Maximise trade marketing investments and partner-led visibility opportunities.

Leverage Customer Insights

• Build a deep understanding of shopper behaviour across geographies, demographics, and product categories.
• Use customer, sales, and campaign data to identify growth opportunities and influence assortment, promotions, and store execution.
• Champion customer insights across the organisation to improve business decisions.

Measure Business Impact

• Own key business metrics including:
• Footfall
• Conversion
• Member acquisition
• Basket size
• Repeat purchase
• Category penetration
• Campaign ROI
• Customer lifetime value
• Establish reporting frameworks and continuously optimise initiatives based on performance.

Build Scalable Processes

• Create operating playbooks, execution frameworks, and measurement systems for shopper marketing across the organisation.
• Enable regional teams with clear processes, toolkits, and best practices that ensure consistent execution at scale.

What we are looking for?

• 7-10 years of experience in BTL marketing, brand activation, or a similar role—preferably in FMCG, retail, or e-commerce.
• Deep understanding of small-town retail dynamics and customer psychology is a strong plus.
• Demonstrated ability to translate insights into action—with hands-on experience in executing campaigns end-to-end.
• Data-driven mindset with comfort using sales and campaign data to inform strategy.
• Strong project management skills and comfort working in a fast-paced, unstructured startup environment.
• Passion for building affordable, high-impact retail experiences for small-town India.