Job Description – BTL Marketing ManagerPosition
BTL Marketing Manager
Department
Marketing
Reporting To
Head – Marketing / Director Sales & Marketing
Location
Corporate Office / Field Based
Experience Required
5–10 Years in BTL Marketing, Trade Marketing, Channel Marketing, or Field Activation
Preferred Industry
- PVC Pipes & Fittings
- CPVC Pipes
- HDPE Pipes
- Water Tanks
- Building Materials
- Paints
- Cement
- Electricals
- Consumer Durables
- FMCG
Qualification
- MBA (Marketing) Preferred
- Graduate in Marketing, Business Administration, or Related Field
Job Summary
The BTL Marketing Manager is responsible for planning, executing, and monitoring all ground-level marketing activities to increase brand awareness, dealer engagement, influencer conversion, lead generation, and market penetration. The role involves managing dealer meets, plumber meets, contractor engagement programs, exhibitions, roadshows, van campaigns, retail branding, and promotional activities across assigned territories.
The objective is to strengthen brand visibility and support sales teams in achieving revenue growth.
Key ResponsibilitiesA. BTL Strategy & Planning
- Develop annual BTL marketing calendar.
- Create territory-wise activation plans.
- Design marketing initiatives aligned with sales objectives.
- Allocate and manage BTL budgets.
- Measure ROI of marketing activities.
- Coordinate with Sales, Product, and Branding teams.
B. Dealer & Distributor Engagement
- Organize dealer meets and distributor conferences.
- Plan loyalty and reward programs.
- Conduct dealer incentive campaigns.
- Develop dealer engagement activities.
- Ensure dealer branding implementation.
- Strengthen channel relationships.
Activities Include:
- Dealer Conferences
- Dealer Reward Programs
- Annual Dealer Meets
- Product Launch Events
- Dealer Training Programs
C. Plumber & Contractor Influencer Programs
- Conduct plumber meets across markets.
- Organize contractor engagement programs.
- Build influencer database.
- Execute loyalty and referral programs.
- Increase recommendation of company products.
Activities Include:
- Plumber Training Sessions
- Contractor Meets
- Influencer Loyalty Programs
- Technical Demonstrations
- Product Awareness Workshops
D. Retail Activation & Market Development
- Execute retail branding activities.
- Ensure visibility at retail counters.
- Manage POP and POSM deployment.
- Conduct retailer engagement campaigns.
- Monitor market coverage.
Branding Elements:
- Glow Sign Boards
- Shop Boards
- Dealer Fascia
- Wall Paintings
- Display Racks
- Product Display Units
E. Roadshows & Van Campaigns
- Plan and execute mobile marketing campaigns.
- Manage promotional vehicles.
- Conduct village and town activations.
- Generate leads through on-ground campaigns.
- Monitor campaign effectiveness.
F. Exhibitions & Trade Shows
- Plan participation in industry exhibitions.
- Manage stall design and setup.
- Coordinate event logistics.
- Generate leads from exhibitions.
- Conduct product demonstrations.
- Track lead conversion.
Relevant Events:
- Construction Exhibitions
- Plumbing Exhibitions
- Building Material Trade Shows
- Dealer Expos
G. Product Launches
- Plan market launch activities.
- Organize launch events.
- Develop launch communication.
- Coordinate with sales teams.
- Monitor market response.
H. Branding & Visibility
- Ensure effective deployment of branding materials.
- Monitor visibility across territories.
- Conduct market audits.
- Evaluate competitor branding activities.
Branding Assets:
- Hoardings
- Retail Boards
- Wall Paintings
- Product Displays
- Vehicle Branding
- Promotional Materials
I. Lead Generation Activities
- Generate qualified leads through BTL activities.
- Coordinate lead sharing with sales teams.
- Track lead conversion rates.
- Maintain activation-wise lead database.
J. Vendor Management
- Manage event agencies.
- Coordinate branding vendors.
- Negotiate vendor contracts.
- Ensure timely execution of projects.
- Monitor vendor performance.
K. Budget Management
- Prepare annual BTL budget.
- Track campaign expenses.
- Ensure budget optimization.
- Evaluate cost-effectiveness of activities.
L. Team Management
- Lead BTL Executives and Coordinators.
- Allocate territory responsibilities.
- Conduct performance reviews.
- Train team members on execution standards.
M. Reporting & MIS
- Monthly activity reports.
- Territory-wise performance analysis.
- Lead generation reports.
- ROI analysis.
- Competitor activity reports.
- Budget utilization reports.
Key Performance Indicators (KPIs)Business KPIs
- Leads Generated
- Lead Conversion Rate
- Dealer Activation Rate
- Influencer Enrollment
- New Dealer Appointments
- Market Penetration Growth
Marketing KPIs
- Number of Dealer Meets Conducted
- Number of Plumber Meets Conducted
- Exhibition Leads Generated
- Retail Branding Coverage
- Event ROI
- Cost per Lead
Brand KPIs
- Brand Visibility Score
- Market Awareness Improvement
- Dealer Satisfaction Index
- Influencer Engagement Score
Team StructureBTL Marketing Manager
Reporting Team:
- Regional BTL Executives
- Event Coordinators
- Branding Coordinators
- Marketing Coordinators
Recommended Team for Growth:
- 1 BTL Manager
- 4 Regional BTL Executives (North, South, East, West)
- 2 Marketing Coordinators
- 1 Event Executive
Technical Skills Required
- Trade Marketing
- Dealer Activation
- Event Management
- Exhibition Management
- Retail Branding
- Lead Generation
- Budget Management
- Vendor Management
- CRM & Reporting Tools
- Microsoft Excel & PowerPoint
Behavioral Competencies
- Leadership
- Communication Skills
- Negotiation Skills
- Relationship Building
- Planning & Execution
- Creativity
- Analytical Thinking
- Result Orientation
- Problem Solving
Success Criteria
Within 12 Months:
- Increase Dealer Engagement by 25%
- Increase Plumber/Contractor Database by 30%
- Improve Brand Visibility Across Key Markets
- Generate Measurable Leads Through BTL Activities
- Improve Sales Contribution from BTL Programs
- Establish Strong Market Presence Across Focus States
Pay: ₹25,000.00 - ₹50,000.00 per month
Work Location: In person
