Retail Marketing Manager

Aditya Birla Group; Bengaluru; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

Aditya Birla Group in Bengaluru (India) is seeking a Retail Marketing Manager to lead on-ground marketing initiatives across dealer networks and retail touchpoints. You will design BTL campaigns, drive local activations, and strengthen brand visibility at the point of sale.

You should have 5–8 years of experience in retail marketing within home improvement categories, with hands-on expertise in dealer engagement, store branding, influencer programs, and cross-functional collaboration with sales

Qualifications

• 5–8 years of experience in retail marketing in home improvement categories.
• Proven experience in BTL activations, retail promotions, dealer engagement.
• Willingness to travel frequently across markets.
• Self-driven, proactive, execution-oriented with strong cross-functional coordination.

Responsibilities

• Design and implement BTL campaigns, local market activations, and brand visibility programs across key retail markets.
• Drive footfall at dealer and retail stores through hyperlocal consumer engagement campaigns and improve in-store conversion.
• Manage activation calendars aligned with seasonal peaks, new launches, and key business milestones
• Create programs that strengthen retail traction and brand recall at the dealer and store level.
• Design and execute dealer activation programmes to increase sell-through and channel loyalty
• Roll out dealer and consumer schemes — trade promos, loyalty incentives, and referral programmes
• Work closely with channel partners to identify local marketing opportunities and drive joint promotions.
• Lead store branding, in-shop branding, and retail visibility initiatives across dealer outlets and partner stores.
• Conduct regular retail audits to ensure consistent brand standards across all touchpoints
• Ensure consistent brand presence through POP materials, display units, signage, and retail communication.
• Identify opportunities to enhance store experience and product visibility.
• Develop and execute localized brand awareness campaigns targeting consumers and trade segments
• Coordinate multi-channel campaigns across ground activations, digital amplification, and influencer content
• Develop engagement programs for retail influencers such as architects, interior designers, contractors, masons, carpenters, and applicators.
• Plan in-shop meets, influencer events, and community engagement activities to build brand advocacy.
• Own marketing-driven revenue metrics — footfall, conversion, retail offtake, and scheme ROI
• Work closely with sales, product and category teams to ensure alignment of retail initiatives with business priorities.
• Track and report impact of BTL, influencer, and dealer activation on business outcomes
• Provide market intelligence — competitor activities, consumer insights, trade sentiments — to leadership

Skills

Retail marketing

Dealer engagement

Store branding

BTL activations

Influencer engagement

Sales coordination

Job description

At the Aditya Birla Group, our Corporate Vision is aligned and intricately woven with our People Vision.

Retail Marketing Manager

Designation : Brand Manager

Organization : Digital Platforms

Job Description:

About Us :-

In a short span of 2.5 years since inception, Birla Pivot has evolved into a comprehensive B2B e-commerce platform offering integrated procurement and financial solutions that help businesses become efficient and grow. We offer products across 35 categories, 40,000+SKUs from 300+ brands across Building Material, Chemicals & Metals. We launched private labels in 3 categories : Tiles, Ply and Bath ware. With a robust network of suppliers and transporters, we have delivered to 4,000+ pin codes across 375 cities. Our customer base now spans top-tier EPC companies, civil contractors, real estate developers, OEMs, fabricators, manufacturing companies, dealers, and retailers. We connect Sellers, Buyers, Logistics service providers, Lending partners, Payment solution providers on a unified digital backbone thereby creating end to end visibility and providing a B2C like fulfilment experience for the B2B ecosystem.

Role overview

Retail Marketing Manager: to drive on-ground marketing initiatives that strengthen dealer engagement, increase retail traction, and enhance brand visibility at the point of sale. The role requires a self-driven and execution-focused professional with strong experience in retail-driven industries.

The candidate should have hands-on experience in dealer network marketing, retail activations, store branding, influencer engagement, and BTL initiatives that directly contribute to higher footfall, retail sales, and brand awareness.

Key Responsibilities

Market Activation & BTL

• Design and implement BTL campaigns, local market activations, and brand visibility programs across key retail markets.
• Drive footfall at dealer and retail stores through hyperlocal consumer engagement campaigns and improve in-store conversion.
• Manage activation calendars aligned with seasonal peaks, new launches, and key business milestones
• Create programs that strengthen retail traction and brand recall at the dealer and store level.

Dealer Activation & Channel Marketing

• Design and execute dealer activation programmes to increase sell-through and channel loyalty
• Roll out dealer and consumer schemes — trade promos, loyalty incentives, and referral programmes
• Work closely with channel partners to identify local marketing opportunities and drive joint promotions.

Brand Visibility & Store Branding

• Lead store branding, in-shop branding, and retail visibility initiatives across dealer outlets and partner stores.
• Conduct regular retail audits to ensure consistent brand standards across all touchpoints
• Ensure consistent brand presence through POP materials, display units, signage, and retail communication.
• Identify opportunities to enhance store experience and product visibility.

Awareness Campaigns

• Develop and execute localized brand awareness campaigns targeting consumers and trade segments
• Coordinate multi-channel campaigns across ground activations, digital amplification, and influencer content

Influencer Engagement

• Develop engagement programs for retail influencers such as architects, interior designers, contractors, masons, carpenters, and applicators.
• Plan in-shop meets, influencer events, and community engagement activities to build brand advocacy.

Revenue Impact Through Marketing

• Own marketing-driven revenue metrics — footfall, conversion, retail offtake, and scheme ROI
• Work closely with sales, product and category teams to ensure alignment of retail initiatives with business priorities.
• Track and report impact of BTL, influencer, and dealer activation on business outcomes

Provide market intelligence — competitor activities, consumer insights, trade sentiments — to leadership

Candidate Profile

• 5–8 years of experience in retail marketing in industries such as paints, tiles, bathware, sanitaryware, or other home improvement categories.
• Proven experience in BTL activations, retail promotions, dealer engagement, and store branding.
• Highly self-driven, proactive, and execution-oriented, with the ability to independently drive initiatives.
• Strong coordination and stakeholder management skills with sales teams and channel partners.
• Willingness to travel frequently across markets.
• Discover more about life at Aditya Birla Group