(BTL) Marketing

Key Responsibilities

To focus on direct, targeted, and measurable promotional tactics rather than mass media. Create personalized campaigns, such as experiential events, trade shows, in-store activations, and targeted digital campaigns to engage specific audience segments, drive conversion rates, and build brand loyalty. 

Job Summary

The BTL Marketing Executive will plan and execute high-engagement campaigns to drive sales and brand awareness, focusing on direct consumer contact. This role demands, creative, hands-on experience in activation management, field marketing, and analytical skills to measure ROI. 

Key Responsibilities

• Campaign Execution: Develop and implement BTL initiatives like experiential pop-ups, product sampling, in-store demos, and trade show participations.
• Targeted Marketing: Create personalized marketing campaigns, including direct marketing efforts like direct mail or targeted SMS/email campaigns.
• ROI Tracking: Analyze campaign performance against specific KPIs (e.g., ROI, cost per acquisition), as BTL aims to track measurable consumer actions.
• Vendor Management: Select and manage external agencies for promotions, event fabrication, and POS (Point of Sale) materials.
• Collaboration: Coordinate with sales, brand marketing, and retail merchandising teams to ensure consistency and maximize impact. 

Required Skills and Qualifications

• Experience: Proven experience in brand activation, field marketing, or experiential marketing.
• Communication: Excellent negotiation and communication skills for working with vendors and internal teams.
• Creativity: Strong, innovative thinking for designing interactive and memorable experiences.
• Analytical Skills: Ability to analyze campaign data and demonstrate ROI.
• Location Awareness: Strong understanding of local marketing dynamics and consumer behaviour.

Examples of BTL Activities in Scope

• In-Store Promotions: Product demonstrations and retail activations to boost sales at the point of purchase.
• Experiential Events: Hosting events that encourage direct interaction with the brand.
• Guerrilla Marketing: Creative and unexpected marketing tactics designed to get attention.
• Loyalty Programs: Implementing personalized offers to retain customers.