Sr. Manager - Brand & BTL

Aliaxis; Karnataka; On-site; INR 1,800,000 - 2,600,000; Full time

Job summary

Aliaxis in Karnataka seeks a dynamic marketing leader to drive on-ground brand activation and trade/influencer marketing across multiple Zones. You will lead a regional team of Marketing Managers to ensure impactful BTL campaigns, delegator engagement, and consumer activations that grow market penetration and brand salience.

You will partner with sales to translate business priorities into local marketing initiatives, manage budgets, and deliver high-quality, data-driven activations with strong

Qualifications

• Experience in on-ground activations and BTL campaigns.
• Ability to lead cross-functional teams and drive ROI.
• Strong stakeholder management across sales, brand, and agencies.

Responsibilities

• Own end-to-end planning and execution of on-ground brand activations across zones.
• Ensure quality, timely delivery, and ROI of activations; close process gaps.
• Lead shop-level visibility and in-shop branding and demos for shoppers.
• Drive B2B engagement with contractors, consultants, and builders to reflect strong brand intent.
• Manage zonal marketing budgets and track ROI to improve cost-effectiveness.
• Lead 3–4 Regional Marketing Managers and field staff, collaborating with sales and agencies.
• Stay close to the market to gather consumer, retailer, and influencer insights.

Skills

Brand activation

Trade marketing

People leadership

Job description

Role Summary:

Drive on-ground brand activation and trade/influencer marketing across multiple Zones, translating central brand strategy into flawless local execution. Lead a team of Regional Marketing Managers to ensure impactful BTL campaigns, dealer/influencer engagement, and consumer-facing activations that grow penetration and strengthen brand salience.

Roles and Responsibility:

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  Brand and BTL Activation: Own end-to-end planning and execution of on-ground brand activations, retailer & plumber engagement, and consumer engagement activities across assigned Zones.Ensure first-time-right delivery of all zonal activations — quality, timelines, ROI.Identify and close process gaps in market execution; standardize best practices across regions.

  
  


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  Trade & Shopper Marketing: Own shop-level visibility – both in terms of dealer signages and in-shop brand and product visibility as well as any shopper-activation (e.g. product benefit demos etc)

  
  


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  Partner with sales teams to translate business priorities into targeted local marketing initiatives.

  
  


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  B2B engagement : Lead end-to-end B2B engagement initiatives with contractors, consultants, and builders, ranging from large-scale connects to curated, high-impact interactions.Own planning, execution, and delivery (With own team as well as with agencies) to ensure every engagement reflects strong brand intent, quality experience, and meaningful relationship building.

  
  


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  Budget Management & ROI: Manage and optimize zonal marketing budgets; allocate spends effectively across channels and regions in alignment with sales priorities. Track ROI of BTL investments and continuously improve cost-effectiveness.

  
  


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  People Leadership: Lead, coach, and develop a team of 3–4 Regional Marketing Managers and their field executives. Build strong collaboration with sales, brand, and agency partners to deliver seamless execution.

  
  


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  Market Intelligence & Feedback Loop: Stay close to the market to bring back consumer, retailer, and influencer insights.Feed execution learnings and competitive intelligence to central brand & communication teams.

  
  

Role Specific Competencies:

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  Execution Excellence: Proven ability to deliver high-impact BTL campaigns on time, within budget, with measurable ROI

  
  


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  Process Orientation: Capable of defining and improving market execution processes and driving consistency across regions

  
  


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  Strong Commercial Acumen: Comfort with budgets, spends allocation, and cost optimization

  
  


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  Influencing & Stakeholder Management: Ability to work closely with zonal sales heads and local sales teams; effective vendor & agency management

  
  


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  People Leadership: Build and motivate regional marketing teams, coach first-line managers, handle performance rigor

  
  


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  Agility & Problem Solving: Comfort working in complex, fragmented markets; quick to adapt and troubleshoot

  
  


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  Communication Skills: Crisp reporting, persuasive presentations, ability to simplify for frontline teams Strong understanding of products, trade/channel working, local media & in-shop elements for shopper marketing

  
  


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  Extensive travel across assigned zones (60-70% time). Role is on growth-track; success can lead to pan-India trade marketing/central brand role/product management roles/senior sales manager/sales operations roles