Deputy Manager - BTL Marketing

Role & responsibilities

Primary Accountabilities

• Retailer engagement: Drive strategies for BTL marketing with local teams to

Prioritize key regions of focus and target retailers across regions

Ideate, develop and execute necessary trade promotional schemes, activities, marketing material to ensure sufficient push from retailers for CG products

• Promotional material: Work with central marketing team and external vendors to create promotional material (brochures, hoardings, etc.) for CGs focus SKUs
• Operations & agency coordination: Work with external agencies and regional sales team to ensure disbursement of CGs promotional material, prominent display across retailers, etc. ensuring high visibility of CG products
• Loyalty/ engagement programs: Work with sales & marketing to create differentiated loyalty programs for retailers and distributors surpassing competition and implement schemes with minimal delays
• Resource management: Ensure efficient resource allocation (off-roll agency, marketing material, etc.) across channels, geos. etc to ensure sales growth
• Consumer research: Continuously gather market intelligence, track competition, and gather retailer insights to identify gaps and execute strategies
• Influencer activation: Organize informal meet-ups, product demos, skill development/ training sessions, digital loyalty program for key trade influencers

Skill

• Excellent negotiation skills with experience in BTL marketing strategies and nuances by region
• Deep understanding of market research & consumer insights with an interest in the FMEG space (no prior experience required)
• Team player with excellent interpersonal, collaboration and motivational skills., strong verbal and written communication skills (English)
• Experience coordinating with external stakeholders/ agencies/ vendors

Preferred candidate profile

• Relevant degree, qualification and recognition required
• 3+ years of experience handling trade marketing across FMEG (preferred), appliances, consumer durables industry (paints, pipes, sanitaryware, etc.)
• Experience with retailer/ distributor loyalty programs, retailer engagement and on-ground marketing activities required

Perks and benefits