Job Summary:
Drive impactful marketing initiatives across the assigned states. This role will be critical in executing and managing below-the-line marketing strategies and out-of-home campaigns to strengthen brand visibility and consumer engagement in the region. The ideal candidate is a highly organized and creative individual with a proven track record of success in BTL marketing, OOH advertising, and event management within the construction industry.
Key Responsibilities:
BTL Marketing Strategy:
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Develop and implement BTL marketing strategies specifically tailored to the unique characteristics and consumer preferences within the assigned region, ensuring alignment with the company's overall marketing and sales objectives.
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Design and execute engaging consumer activation initiatives such as trade shows, in-store promotions, roadshows, dealer/retailer engagement programs, and product sampling.
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Create innovative POS (point-of-sale) material and in-store branding concepts to enhance product visibility in retail outlets within the region.
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Develop and execute Trade and Influencer Marketing strategy including Events and ADCs planning & execution specific to the region.
Market Intelligence & Competitive Reporting
The Marketing Officer will be responsible for collecting, validating, and sharing actionable market intelligence gathered through market visits, dealer/retailer interactions, influencer meetings, consumer feedback, and other credible market sources.
Key responsibilities will include:
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Dealer-Level Pricing Intelligence Capture and report competitor dealer pricing, trade discounts, dealer margins, incentive structures, credit terms, NOD, and special market offers observed during retail and dealer visits.
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Consumer Retail Price Tracking Regularly monitor and share consumer retail prices, prevailing market discounts, and final selling prices of key competing brands, along with comparable pricing and discounting trends for Captain products.
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Scheme Intelligence Collect and report details of competitor schemes targeted at consumers, dealers, retailers, contractors, masons, engineers, architects, and other influencers, including scheme period, eligibility, payout structure, reward type, and market response.
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Market Feedback & Actionable Insights Provide structured feedback on competitor activity, channel sentiment, consumer preference, influencer perception, and any emerging market threats or opportunities, with clear recommendations wherever possible.
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Reporting Discipline Submit market intelligence in the prescribed format with supporting evidence wherever available, such as photographs, retailer/dealer confirmations, market feedback notes, price slips, scheme creatives, or WhatsApp communication screenshots.
OOH Campaign Management:
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Plan and execute high-impact OOH campaigns (billboards, transit advertising, hoardings) in key cities and towns within assigned states to maximize brand exposure and drive brand awareness.
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Identify strategic and high-impact locations for OOH advertising within the region, considering local demographics and consumer behavior.
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Collaborate with local vendors, creative agencies, and media partners to effectively execute OOH media buying, planning, and installations.
Event Management:
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Manage the planning, execution, and evaluation of impactful regional events and promotional activities, including trade shows, dealer meets, consumer engagement programs, and brand activation initiatives.
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Coordinate with internal teams, vendors, and external partners to ensure smooth event logistics and delivery.
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Leverage Event opportunities of the assigned states in terms of Haat, Mandi, Mela etc.
Innovation:
Proactively generate and recommend regular as well as breakthrough innovation integrated marketing ideas aligned with Marketing objectives across consumer marketing, trade marketing, and influencer marketing.
Activation Vendor Development:
Develop activation vendors who can ideate and execute complex activation campaigns integrating with digital marketing.
Budget and ROI Management:
Manage the BTL and OOH marketing budgets allocated for the BH/JKH/UP region, ensuring cost-effective use of resources.
Track and measure the ROI of all campaigns and activities, using KPIs such as brand recall, footfalls, conversions, and sales, to identify areas for optimization.
Present regular performance reports to regional and senior management with recommendations for future improvements.
Stakeholder Collaboration:
Work closely with the regional sales team, dealers, distributors, and trade partners to ensure alignment of marketing efforts with business targets.
Build strong relationships with local vendors and agencies to ensure efficient and effective campaign execution.
Key Requirements:
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Experience: Minimum of 5 to 7 years in BTL & OOH marketing, event management, and consumer activation, with a proven track record of success in the construction industry.
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Regional Expertise: A strong understanding of the assigned markets, including local consumer behavior, cultural nuances, and media landscape.
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Budget Management: Experience in managing marketing budgets and optimizing resource allocation.
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Communication & Negotiation: Excellent communication and negotiation skills to effectively interact with vendors, partners, and internal teams.
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Data Analysis: Proficiency in using data analytics tools to measure campaign performance and inform decision-making.
Pay: Up to ₹550,000.00 per year
Ability to commute/relocate:
- Patna, Bihar: Reliably commute or planning to relocate before starting work (Preferred)
Application Question(s):
- How many years of experience do you have in BTL Marketing?
- Do you have experience in OOH (Out-of-Home) Advertising such as hoardings, billboards, transit media, etc.?
- Which industries have you worked in?
- Have you independently managed regional marketing campaigns?
- Have you planned and executed dealer meets, trade activations, roadshows, or consumer engagement programs?
- Do you have experience in collecting market intelligence and competitor analysis?
- Have you managed marketing budgets and tracked campaign ROI?
- Are you comfortable travelling extensively across Bihar and North East states?
- Which of the following marketing activities have you handled?
- What is your current CTC in Lacs per annum?
Location:
Willingness to travel:
Work Location: In person
