Regional Marketing Manager - Hyd

Aditya Birla Capital; Maharashtra; On-site; INR 1,200,000 - 2,000,000; Full time

Job summary

Aditya Birla Capital is seeking a Regional Marketing Manager for Gold Loan to partner with regional sales teams and drive on-ground marketing, lead generation, and branch visibility across multiple locations.

You will plan and execute regional initiatives, coordinate with branches and vendors, and manage campaigns that boost walk-ins and enquiries while ensuring regulatory and brand compliance.

Qualifications

• 6–10 years of experience in regional/field/branch marketing.
• Experience in NBFC, gold loan, retail financial services, or multi-location businesses.
• Proven ability to execute sales-aligned marketing across multiple branches.
• Strong planning and coordination skills.

Responsibilities

• Collaborate with regional sales teams to identify marketing priorities at branch level.
• Plan and execute regional marketing initiatives aligned to sales targets and catchment opportunities.
• Drive local lead generation through activations, campaigns, and outreach.
• Enhance branch visibility with outdoor branding and neighborhood presence.
• Create and manage the regional BTL calendar in line with business cycles.
• Execute on-ground activities such as activations, roadshows, and partnerships.
• Coordinate deployment of branding, signage, and merchandising across locations.
• Support new branch launches with pre-launch visibility and post-launch follow-through.
• Manage promotional collateral and gifts for branches and field teams.
• Coordinate with internal and external stakeholders for timely execution.
• Track effectiveness and provide insights on lead generation and activation outcomes.
• Ensure adherence to regulatory and brand guidelines.

Skills

BTL marketing

Hyperlocal campaigns

Lead generation

Branch visibility

Stakeholder management

Travel willingness

Job description

Job Description – Regional Marketing Manager | Gold Loan

Role Purpose

• Act as the marketing partner to the regional sales team for the Gold Loan business.
• Drive on-ground marketing support across lead generation, branch visibility, catchment activation, BTL initiatives, merchandising, gifting, and new branch launches.
• Enable branch teams with localized marketing interventions to improve walk-ins, enquiries, visibility, and business acquisition.

Key Responsibilities

• Work closely with regional / zonal / area sales teams to understand business priorities and branch-level marketing needs.
• Plan and execute regional marketing initiatives aligned to sales targets and catchment opportunities.
• Drive lead generation programs through local activations, hyperlocal campaigns, outreach activities, and demand-generation efforts.
• Strengthen branch visibility and local market presence through outdoor branding, signage, neighborhood branding, and other catchment-focused initiatives.
• Build and manage the BTL calendar for the region in line with business cycles, festive opportunities, and market priorities.
• Execute on-ground activities such as local activations, roadshows, market outreach, leaflet drops, kiosk activities, and partnerships, wherever relevant.
• Ensure effective deployment of branch merchandising, POSM, branding material, and signage across locations.
• Lead marketing support for new branch launches, including pre-launch visibility, launch-day activation, and post-launch sustain plans.
• Manage promotional collateral, gifting, and sales support material for branches and field teams.
• Coordinate with internal stakeholders and external vendors for timely, high-quality, and cost-efficient execution.
• Track initiative effectiveness and support business teams with insights on lead generation, visibility impact, and local activation outcomes.
• Adherence to regulatory and brand guidelines.

Key Deliverables

• Improved branch walk-ins, enquiries, and local lead generation
• Stronger catchment visibility and branch presence
• Effective execution of the regional BTL and activation calendar
• Timely deployment of branch branding, merchandising, and marketing support
• Successful execution of new branch launch campaigns
• Strong alignment and responsiveness to sales and branch team requirements

Desired Candidate Profile

• 6–10 years of experience in regional marketing / field marketing / trade marketing / branch marketing
• Preferred background in NBFC, gold loan, retail financial services, banking, or multi-location consumer businesses
• Strong experience in sales-aligned marketing execution
• Proven ability to handle multi-branch / multi-city regional marketing operations

Skills & Competencies

• Strong understanding of BTL, hyperlocal marketing, lead generation, and branch visibility
• High execution orientation with the ability to manage multiple markets simultaneously
• Strong stakeholder management across sales, branches, marketing, and vendors
• Good commercial acumen with experience in negotiating good deals
• Strong problem-solving, coordination, and follow-through skills
• Willingness to travel extensively across the assigned region