Manager - Regional/Catchment Marketing @ Croma - A TATA Enterprise

Roles & Responsibilities:

To provide ongoing support and guidance to store personnel and Regional Marketing teams along with the Operational Teams regarding BTL activities and catchment area marketing initiatives.

Strategic Planning & Execution

• Conduct in-depth market research and competitor analysis to identify trends, opportunities, and potential threats within the assigned region.
• Develop a comprehensive BTL marketing strategy aligned with the overall company objectives and regional needs.
• Set clear and measurable goals for BTL campaigns, outlining key performance indicators (KPIs). Track KPIs with actionable insights for each campaign execution

BTL Campaign Development & Management:

• Conceptualize and execute innovative BTL activities tailored to the regional audience. Lead the regional team that executes the activities on ground.
• Oversee the logistics and execution of BTL activations, ensuring smooth operation and adherence to brand guidelines.
• Manage and negotiate with vendors and agencies for BTL activations, prioritizing cost-effectiveness and timely deliverables.

Catchment Area Marketing:

• Develop and implement targeted marketing calendars and campaigns specifically designed to capture the attention of customers within the designated catchment area.
• Utilize a diverse marketing mix encompassing local print media, radio advertising, hyper-local digital marketing tactics, and strategic out-of-home placements in coordination with media team.
• Collaborate with the central catchment marketing team to develop compelling marketing materials that resonate with the local audience.
• Work closely with Zonal Operations Managers to understand and address individual store and zone concerns to improve business throughput.

Performance Measurement & Optimization

• Continuously monitor and analyse the performance of BTL campaigns and catchment area marketing initiatives.
• Lead and guide regional marketing teams to execute campaigns in their respective regions and monitor performance and outs in a trackable manner.
• Leverage marketing analytics tools to generate insightful reports that track key metrics.
• Utilize data-driven insights to optimize ongoing campaigns and refine future marketing strategies for maximum impact.

Relationship Building & Collaboration

• Foster strong relationships with local media outlets, community organizations, and key influencers to secure valuable promotional opportunities and brand mentions.
• Collaborate effectively with store managers within the region to ensure seamless program execution and clear communication across all levels.
• Provide ongoing support and guidance to store personnel regarding BTL activities and catchment area marketing initiatives.

Preferred candidate profile:

• Demonstrate understanding of local market dynamics, consumer behaviour trends, and cultural nuances within the assigned region.
• Excellent communication, presentation, and interpersonal skills with the ability to influence and motivate stakeholders.
• Proven record of managing regional marketing teams and working with cross-functional stakeholders to manage strategizing and executing BTL Campaigns.
• Strong project management skills with the ability to manage multiple priorities, delegate tasks effectively, and meet deadlines under pressure.
• Budget management and negotiation expertise to secure cost-effective vendor partnerships.
• Proficiency in MS Office Suite, marketing analytics tools, and project management software.
• A passion for the retail industry and a strong belief in the power of BTL marketing to drive business growth.

Qualification/Experience:

• Masters degree in Marketing, Business Administration, or a related field, with a focus on marketing
• Minimum of 7-10 years of experience in BTL marketing and/or retail marketing, with a proven track record of success in developing and implementing measurable BTL campaigns.