Sr. Manager - Brand & BTL

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

Job summary

Aliaxis is seeking a Regional Marketing Manager to 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.

The role requires end-to-end planning, ROI-focused budgeting, and close collaboration with sales, brand

Qualifications

• Experience leading regional marketing teams in BTL activations.
• Proven ability to deliver ROI on campaigns and events.
• Strong understanding of trade, channel dynamics and shopper marketing.

Responsibilities

• Brand and BTL Activation: Plan and execute on-ground activations across Zones, engaging retailers and influencers.
• 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.
• Trade & Shopper Marketing: Drive shop-level visibility and in-store brand/product visibility; partner with sales to localize initiatives.
• B2B engagement: Lead contractor, consultant and builder connects with impactful events.
• Own planning and delivery with teams and agencies to reflect strong brand intent and relationships.
• Budget Management & ROI: Manage zonal budgets; optimize spend and track ROI of BTL investments.
• People Leadership: Lead 3-4 Regional Marketing Managers and field executives; collaborate with sales/agency partners.
• Market Intelligence & Feedback Loop: Gather insights from market, retailers and influencers to inform central teams.
• Extensive travel across Zones (60-70% time); growth-track role with potential progression.

Skills

Execution Excellence

Process Orientation

Commercial Acumen

Influencing & Stakeholder Management

People Leadership

Agility & Problem Solving

Communication Skills

Trade/Channel Knowledge

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:

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.

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

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.

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.

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.

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:

• Execution Excellence: Proven ability to deliver high-impact BTL campaigns on time, within budget, with measurable ROI
• Process Orientation: Capable of defining and improving market execution processes and driving consistency across regions
• Strong Commercial Acumen: Comfort with budgets, spends allocation, and cost optimization
• Influencing & Stakeholder Management: Ability to work closely with zonal sales heads and local sales teams; effective vendor & agency management
• People Leadership: Build and motivate regional marketing teams, coach first-line managers, handle performance rigor
• Agility & Problem Solving: Comfort working in complex, fragmented markets; quick to adapt and troubleshoot
• 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

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.

About Aliaxis:

At Aliaxis, we design sustainable, easy to install, and innovative solutions to address the world's water challenges and accelerate the transition to clean energy. Thanks to our 15,000+ employees in over 40 countries, our pipes and fitting systems meet our customers' most demanding needs for the building, infrastructure, industrial and agriculture sectors. Read more about us www.aliaxis.com.

Aliaxis' Purpose

Aliaxis has embarked on a positive journey with its "Growth with Purpose" strategy, implementing ambitious, urgent actions for sustainability and innovation that will pay off in the short term. By 2025, we will be focusing on the areas where we can create the biggest impact: on carbon reduction in our plants and on increasing the share of recycled content in our products. In conjunction, we will continue to develop more and better water solutions for society as a whole.

We are looking for passionate people that want to be part of our journey and embrace the behaviors that we at Aliaxis stand for: We Dare to challenge the status quo, to innovate and to learn fast, We Care for the environment, our customers and each other, We Deliver by taking accountability for our decisions and actions.