Sr. Manager - Brand & BTL

Role Summary:

Drive on-ground brand activation and trade/influencer marketing across multiple Zones, translating central brand strategy into flawless local execution. Lead a team of Regional Marketing Managers to ensure impactful BTL campaigns, dealer/influencer engagement, and consumer-facing activations that grow penetration and strengthen brand salience.

Roles and Responsibility:

• Brand and BTL Activation:Own end-to-end planning and execution of on-ground brand activations, retailer & plumber engagement, and consumer engagement activities across assigned Zones.Ensure first-time-right delivery of all zonal activations — quality, timelines, ROI.Identify and close process gaps in market execution; standardize best practices across regions.

• Trade & Shopper Marketing:Own shop-level visibility – both in terms of dealer signages and in-shop brand and product visibility as well as any shopper-activation (e.g. product benefit demos etc)

• Partner with sales teams to translate business priorities into targeted local marketing initiatives.

• B2B engagement : Lead end-to-end B2B engagement initiatives with contractors, consultants, and builders, ranging from large-scale connects to curated, high-impact interactions.Own planning, execution, and delivery (With own team as well as with agencies) to ensure every engagement reflects strong brand intent, quality experience, and meaningful relationship building.

• Budget Management & ROI: Manage and optimize zonal marketing budgets; allocate spends effectively across channels and regions in alignment with sales priorities. Track ROI of BTL investments and continuously improve cost-effectiveness.

• People Leadership: Lead, coach, and develop a team of 3–4 Regional Marketing Managers and their field executives. Build strong collaboration with sales, brand, and agency partners to deliver seamless execution.

• Market Intelligence & Feedback Loop: Stay close to the market to bring back consumer, retailer, and influencer insights. Feed execution learnings and competitive intelligence to central brand & communication teams.

Role Specific Competencies:

• Execution Excellence: Proven ability to deliver high-impact BTL campaigns on time, within budget, with measurable ROI

• Process Orientation: Capable of defining and improving market execution processes and driving consistency across regions

• Strong Commercial Acumen: Comfort with budgets, spends allocation, and cost optimization

• Influencing & Stakeholder Management: Ability to work closely with zonal sales heads and local sales teams; effective vendor & agency management

• People Leadership: Build and motivate regional marketing teams, coach first-line managers, handle performance rigor

• Agility & Problem Solving: Comfort working in complex, fragmented markets; quick to adapt and troubleshoot

• Communication Skills: Crisp reporting, persuasive presentations, ability to simplify for frontline teams Strong understanding of products, trade/channel working, local media & in-shop elements for shopper marketing

• Extensive travel across assigned zones (60-70% time). Role is on growth-track; success can lead to pan-India trade marketing/central brand role/product management roles/senior sales manager/sales operations roles