Regional Marketing Manager - Lucknow

Birla Carbon; Lucknow; On-site; INR 900,000 - 1,300,000; Full time

Job summary

Birla Carbon in Lucknow invites applications for a Regional Marketing Manager to partner with regional sales in driving gold loan marketing, with a strong emphasis on on-ground activation, branch visibility, and local campaigns.

The role requires coordinating with multiple branches, vendors, and internal teams to deliver effective regional campaigns, with extensive travel across the catchment. Experience in NBFC or financial services is preferred.

Qualifications

• 6–10 years of experience in regional/field/trade/branch marketing.
• Background in NBFC, gold loan, retail financial services, banking, or multi-location consumer businesses.
• Strong experience in sales-aligned marketing execution.

Responsibilities

• 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.
• 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
• 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

Skills

Regional marketing

Field marketing

Trade marketing

Branch marketing

Lead generation

BTL

Hyperlocal marketing

Multi-branch operations

Job description

Regional Marketing Manager - Lucknow

Designation : NA

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
• 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
• 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

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