Position Purpose and Summary

BTL + Catchment Activation marketing is a key requirement for a store to do well. This role is responsible for creating a BTL plan and execution methodology - covering Store Pre Launch, Launch and Post Launch calendar for catchment activation.

The catchment activation calendar would have activities done for the store, cluster within the neighborhood like Door Knocks, Societies and Housing Complex tieups for showcase, Tie up with clubs/ hotels for exhibitions during key buying season or run up to the season, alliances with brands that can give access to such places like My Gate, No Broker etc. Creating a road map for how NJIS scheme can be taken out of the store in a BTL activation / distribution like model, creating alliances with brands who may do such kind of marketing for the store etc.

Essential Duties and Responsibilities:

- Creating the BTL Strategy and Calendar: Creating a plan and a strategy for how we will create a BTL Blue print for all our key clusters and stores. The plan to cover a bank of ideas and how to provide most efficient coverage and conversion through BTL activation route.

- Idea Bank for BTL activation - Creating a bank of ideas for BTL activation that can be used by the store teams to easily and efficiently connect within their cluster. The idea bank to refreshed periodically to ensure the ideas are fresh, relevant and effective.

- Creation of Retail SoPs for BTL to ensure standardization: This role would provide a unique opportunity to build the BTL SOPs on what can be done, how it should be done and the Dos and Don'ts for each of the activities. This is to be done keeping in mind the Brand Essence and stature and at the same time ensuring flawless and ease of execution and effective results for each of the activities.

- Cost Control and ROI management -

- This role would be tasked with dividing the BTL kitty allocated for Retail by region and by cluster to ensure there is logical and equitable distribution basis the business plan and priorities.

- The effective spend, monitoring of results basis the inputs, monitoring RoI of each idea, campaign and showcasing results with business growth will be a key deliverable.

- Digital Tracking Mechanisms for Activities: Create a system for tracking execution of each of the activities and visibility of the same to the key stakeholders within the region and Head Office.

- Creating a Vendor and Partner Pool: This role will work with external vendors, partners to ensure we have a vendor pool created for execution and ideation of BTL events, exhibitions and activations. The vendor /partner pool will range from BTL execution agencies, to partners like My Gate, Add On Mo etc who can provide databases and help us enter RWAs and building complexes.

- Execution Support for BTL activities - Liase with the marketing team and create complete BTL kit for each store with good quality collaterals for each of the activities, get them made through approved vendors and help the retail team in executing the activities

- BTL Quality Control and Checks- Creating systems and processes that allows the Store Team to have enough flexibility of choosing the eight BTL option but at the same time ensuring quality control and execution of each of the activity.