Job Description – Regional Marketing Manager | Gold Loan
Role Purpose:
- Act as the marketing partner to the regional sales team for the Gold Loan business.
- Drive on-ground marketing support across lead generation, branch visibility, catchment activation, BTL initiatives, merchandising, gifting, and new branch launches.
- Enable branch teams with localized marketing interventions to improve walk-ins, enquiries, visibility, and business acquisition.
Key Responsibilities:
- Work closely with regional / zonal / area sales teams to understand business priorities and branch-level marketing needs.
- Plan and execute regional marketing initiatives aligned to sales targets and catchment opportunities.
- Drive lead generation programs through local activations, hyperlocal campaigns, outreach activities, and demand-generation efforts.
- Strengthen branch visibility and local market presence through outdoor branding, signage, neighborhood branding, and other catchment-focused initiatives.
- Build and manage the BTL calendar for the region in line with business cycles, festive opportunities, and market priorities.
- Execute on-ground activities such as local activations, roadshows, market outreach, leaflet drops, kiosk activities, and partnerships, wherever relevant.
- Ensure effective deployment of branch merchandising, POSM, branding material, and signage across locations.
- Lead marketing support for new branch launches, including pre-launch visibility, launch-day activation, and post-launch sustain plans.
- Manage promotional collateral, gifting, and sales support material for branches and field teams.
- Coordinate with internal stakeholders and external vendors for timely, high-quality, and cost-efficient execution.
- Track initiative effectiveness and support business teams with insights on lead generation, visibility impact, and local activation outcomes.
- Adherence to regulatory and brand guidelines
Key Deliverables
- Improved branch walk-ins, enquiries, and local lead generation
- Stronger catchment visibility and branch presence
- Effective execution of the regional BTL and activation calendar
- Timely deployment of branch branding, merchandising, and marketing support
- Successful execution of new branch launch campaigns
- Strong alignment and responsiveness to sales and branch team requirements
Desired Candidate Profile
- 6–10 years of experience in regional marketing / field marketing / trade marketing / branch marketing
- Preferred background in NBFC, gold loan, retail financial services, banking, or multi-location consumer businesses
- Strong experience in sales-aligned marketing execution
- Proven ability to handle multi-branch / multi-city regional marketing operations
Skills & Competencies
- Strong understanding of BTL, hyperlocal marketing, lead generation, and branch visibility
- High execution orientation with the ability to manage multiple markets simultaneously
- Strong stakeholder management across sales, branches, marketing, and vendors
- Good commercial acumen with experience in negotiating good deals
- Strong problem-solving, coordination, and follow-through skills
- Willingness to travel extensively across the assigned region
