Regional Marketing Manager - Lucknow

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

Job summary

Aditya Birla Capital is seeking a Regional Marketing Manager for Gold Loan to partner with regional sales teams, drive on-ground marketing support, and boost lead generation. The role focuses on branch visibility, activations, and catchment-driven campaigns across multiple locations.

The candidate should bring 6–10 years in regional/field/trade marketing, experience in financial services, and a strong track record of multi-branch execution and vendor coordination.

Qualifications

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

Responsibilities

• Collaborate with regional sales teams to plan branch marketing needs and priorities.
• Execute regional marketing initiatives aligned to sales targets and catchment opportunities.
• Drive local activation programs and demand-generation efforts through activations and campaigns.
• Enhance branch visibility via outdoor branding, signage and neighborhood branding.
• Manage the regional BTL calendar in line with business cycles and festive opportunities.
• Coordinate on-ground activities like roadshows, leaflets, kiosks, and partnerships.
• Ensure deployment of branch branding, POSM and signage across locations.
• Support new branch launches with pre-launch visibility and activation plans.
• Oversee promotional collateral and sales support materials for branches.
• Coordinate with internal stakeholders and vendors for timely execution.
• Track effectiveness and provide insights on lead generation and activation outcomes.

Skills

BTL marketing

Hyperlocal marketing

Lead generation

Branch visibility

Vendor coordination

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