Marketing Manager – ATL | BTL | Brand & Retail Marketing

About the Role:

We are looking for a dynamic and strategic Marketing professional to lead and execute 360° marketing initiatives that strengthen brand visibility, drive customer engagement, and boost retail performance. The ideal candidate will have hands-on experience across ATL, BTL, brand management, retail activations, and campaign execution.

Key Responsibilities:
1. Brand Management

• Develop and execute brand strategies aligned with overall business objectives.
• Maintain brand consistency across all communication channels and customer touchpoints.
• Monitor brand health, conduct competitor analysis, and identify opportunities to strengthen market positioning.

2. ATL (Above the Line) Marketing

• Plan and execute mass media campaigns including TV, Radio, Print, Outdoor, and Digital.
• Coordinate with creative and media agencies to ensure impactful messaging and ROI-driven media planning.
• Track campaign performance and present post-campaign analysis and insights.

3. BTL (Below the Line) Marketing

• Drive on-ground activations, events, product launches, in-store promotions, trade marketing, and sampling activities.
• Manage vendor relationships, negotiate rates, and ensure quality execution within timelines and budgets.
• Plan and oversee POS materials, branding collaterals, merchandising, and in-store visibility.

4. Retail Marketing

• Develop and implement retail marketing calendars to support footfall and sales targets.
• Partner with retail teams to design and execute store-level campaigns and local marketing initiatives.
• Ensure uniform brand representation and customer experience across all retail outlets.

5. Digital & Integrated Marketing

• Collaborate with digital teams to align brand campaigns with online marketing and social media strategies.
• Leverage data insights to integrate offline and online marketing efforts for maximum impact.

6. Budgeting & Reporting

• Manage marketing budgets across ATL/BTL/retail channels.
• Track spends, measure campaign effectiveness, and prepare ROI reports.

Key Skills & Competencies:

• Strong understanding of ATL, BTL, and retail marketing strategies.
• Excellent vendor management, negotiation, and execution skills.
• Creative thinker with an analytical mindset.
• Strong communication, project management, and multitasking abilities.
• Experience with brand campaigns, activation planning, and retail promotions.

Qualifications:

• MBA/PGDM in Marketing or related field.
• 4–10 years of experience in Marketing (preferably in FMCG, Retail, Consumer Goods, Lifestyle, or similar industries).
• Proven track record in managing both ATL and BTL campaigns end-to-end.

What We Offer:

• Opportunity to lead high-impact brand and retail initiatives.
• Dynamic work environment with creative freedom.
• Exposure to cross-functional marketing projects across channels.

Job Types: Full-time, Permanent

Pay: ₹55,000.00 - ₹85,000.00 per month

Benefits:

• Health insurance
• Provident Fund

Work Location: In person