Job Purpose

Be responsible for planning, executing, and measuring the success of below-the-line (BTL) marketing campaigns.

Manage on-site activities like business school and college events, webinars and seminars, the installation of kiosks in public places like malls, railway/metro/bus stations, and hotspots, outdoor advertising, and various branding techniques like wall paintings, paper inserts, bus advertisements, and branding in societal gates and lifts etc.

Create a personal connection between the brand and the target audience by engaging consumers directly and build brand awareness, generate leads to drive sales.

Work closely with the zonal manager to create an effective inbound lead generation system that uses a thoughtfully planned strategy.

Job Context & Major Challenges

Organizational Context

ABC Digital has been incorporated as a wholly owned subsidiary of Aditya Birla Capital in 2023 to engage in distribution of Aditya Birla Capital products and providing services to customers, including web-based services, e-commerce, and payments facilities and allied activities.

ABC Digital is developing an omni-channel based D2C platform (website and app) to acquire new customers and serve them seamlessly. In addition, ABC Digital has started a virtual engagement management through inbound and outbound calling. Also, ABC Digital is engaged in cross-selling different ABC products to walk-in branch customers.

ABC Digital is collaborating with all ABCL subsidiaries to deliver a truly personalized and seamless omni-channel experience for both new and existing customers by building capacity and enhancing productivity through investments in talent, technology, marketing, and data and analytics.

Job Context

Planning, budgeting, forecasting the lead requirements in adherence with branch sales team.

Planning and execution of various BTL marketing campaigns for all ABCD Branch sales teams.

Responsible for recruitment, training, managing and leading agencies, promoters and on ground sales team member to ensures seamless delivery of leads.

Work closely with field salespersons travel to branch locations & help execute your campaign plans.

Having weekly or fortnightly call with each branch manager to take their requirements related to marketing collaterals and plans.

Executing events like Corporate & RWA activation, Hotspot Activation, College activation, seminar/webinars etc.

Measuring the results of campaigns and optimize as and when needed.

Working with other LOBSs marketing team members to ensure that BTL campaigns are aligned with the overall brand strategy.

Seasonal offer creation for each product to increase sales.

Doing competition analysis to improve and leverage strategies for better results.

Challenges

Coordination between both internal and external teams on dependencies that lead to the project delivery.

Providing thought leadership and perspective to drive timely key project deliverables and completion.

Influencing the branch managers and getting the desired campaign outcomes.

Key Result Areas

KRA (Accountabilities) (Max 1325 Characters)Supporting Actions (Max 1325 Characters)

KRA1 Creating & executing monthly BTL activation plan NA

KRA2 Coordination with Branch team for BTL execution. NA

KRA3 Identifying BTL agency for execution and promote theme based engagement ideas. NA

KRA4 Analyzing BTL performance and optimized accordingly. NA

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