Senior Retail Marketing Manager

Kushals.com; Bengaluru; On-site; INR 3,000,000 - 4,800,000; Full time

Job summary

Kushals.com is seeking a Senior Retail Marketing Manager to lead regional strategies and drive store performance across zones. You will manage a team of Regional Marketing Managers, align with sales goals, and oversee campaigns across ATL, BTL, and local activations, integrating digital and offline channels.

Ideal candidates bring extensive regional leadership experience, strong analytics, and a track record of successful store launches and revitalizations.

Qualifications

• Bachelor's degree in Marketing, Business, or related field; MBA preferred.
• 8–10 years of experience in retail marketing with regional leadership.

Responsibilities

• Develop and drive retail marketing strategies across regions aligned with brand objectives and sales goals.
• Lead, mentor, and review performance of Regional Marketing Managers; ensure seamless execution of regional plans.
• Leverage market research, customer segmentation, and profiling to guide regional marketing decisions and localized targeting.
• Approve and oversee region-specific marketing calendars (ATL, BTL, local activations) to drive store footfall and revenue.
• Plan and oversee region-specific BTL campaigns and in-store activations; ensure timely execution, innovation, and local impact.
• Work closely with the Digital marketing team and Brand team to develop or support both online and offline plans for regional campaigns.
• Oversee full-funnel marketing support for new store launches including pre-launch buzz, launch-day activities, and post-launch sustainment.
• Track campaign effectiveness using defined KPIs and ROI metrics; implement improvements based on data insights.
• Identify underperforming stores in each region and work with RMs on corrective marketing action plans.
• Partner with Retail Ops, VM, Digital, HR, and Brand teams to align marketing efforts with business needs.

Skills

Leadership

Regional marketing

Budget management

Analytics

Digital marketing

Stakeholder management

Strategic thinking

Education

Bachelor's degree in Marketing, Business, or related field

MBA

Tools

SEO

SEM

Social media

Influencer marketing

Job description

Reporting To: Head of Marketing

Location: HO

Team Management: 4 Regional Marketing Managers

The Senior Retail Marketing Manager will lead the regional marketing strategy across all zones, ensuring alignment with business objectives and sales goals. This role will oversee a team of Regional Marketing Managers and drive high-impact marketing campaigns, digitally integrated, localized brand activations, and data-driven initiatives

that enhance store performance, customer acquisition, and brand visibility in diverse markets.

Responsibilities:

• Develop and drive retail marketing strategies across regions aligned with brand objectives and sales goals.
• Lead, mentor, and review performance of the Regional Marketing Managers; ensure seamless execution of regional plans.
• Leverage market research, customer segmentation, and profiling to guide regional marketing decisions and localized targeting.
• Approve and oversee region-specific marketing calendars (ATL, BTL, local activations) to drive store footfall and revenue.
• Plan and oversee region-specific BTL campaigns and in-store activations; ensure timely execution, innovation, and local impact.
• Work closely with the Digital marketing team and Brand team to develop or support both online and offline plans for regional campaigns.
• Oversee full-funnel marketing support for new store launches including pre-launch buzz, launch-day activities, and post-launch sustainment.
• Track campaign effectiveness using defined KPIs and ROI metrics; implement improvements based on data insights.
• Identify underperforming stores in each region and work with RMs on corrective marketing action plans.
• Partner with Retail Ops, VM, Digital, HR, and Brand teams to align marketing efforts with business needs.
• Consolidate and manage regional marketing budgets; ensure cost-effective planning and execution.
• Build and manage a network of national agencies and oversee regional vendor onboarding and quality assurance.
• Monitor market trends and regional customer behavior; adapt plans to maximize local relevance.

Candidate Profile

• Bachelor's degree in Marketing, Business, or related field. MBA preferred.
• 810 years of experience in retail marketing with at least 3 years in a

regional/multi-regional leadership role.

• Strong track record of handling ATL, BTL, and hyperlocal campaigns across diverse markets.
• Experience launching new stores and reviving underperforming stores is a must.
• Strong understanding of digital marketing tools, channels (SEO, SEM, social, influencer), and performance-driven tactics.
• Excellent leadership and people management skills
• Strong analytical and sales-oriented mindset
• Creative thinking with a bias for execution
• Strong communication and stakeholder management skills