This role is for one of our clients
Industry: Retail

Seniority level: Mid-Senior level

Min Experience: 5+ years

Location: Bengaluru

JobType: full-time

We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses and identifying potential inconsistencies or verification signals in application materials based on available information. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.

We are looking for a Lead – Offline Marketing who can bring the voice of the shopper into every aspect of the retail experience, from product launches and in-store activations to promotional campaigns and customer engagement initiatives.

The role will work at the intersection of marketing, category, sales, and design, translating consumer insights into high-impact on-ground and digital retail experiences that drive footfall, conversion, customer loyalty, and business growth.

Requirements
Key Responsibilities

Own Offline Growth Strategy

Lead the end-to-end offline growth strategy across the retail network
Develop initiatives to increase store footfall, member acquisition, repeat visits, basket size, and customer lifetime value
Build a scalable retail marketing playbook that can be replicated across new towns, markets, and regions
Develop market-specific strategies based on store catchments, consumer behaviour, and local market dynamics

Lead In-Store Experience

Own the complete in-store customer journey, from store entry through checkout
Drive merchandising standards, promotional visibility, planograms, shelf communication, POS branding, seasonal campaigns, and cross-category merchandising
Ensure consistent execution of brand and promotional communication across stores
Identify opportunities to improve the overall shopping experience and increase conversion

Drive Growth Through Retail Marketing

Design and execute high-impact campaigns across offline and digital channels that influence shopper behaviour
Develop pricing, bundling, promotional, and loyalty initiatives in collaboration with Category and Operations teams
Create localised marketing programmes tailored to the needs of Tier 3–5 markets and individual store catchments
Evaluate campaign performance and continuously optimise initiatives based on business outcomes

Build Strategic Partnerships

Develop and manage strategic partnerships with FMCG brands, private-label partners, and key vendors
Lead joint business planning and identify opportunities for collaborative marketing initiatives
Negotiate and execute co-funded campaigns, in-store activations, and partner-led visibility programmes
Maximise trade marketing investments and ensure measurable commercial returns from partner activities

Leverage Customer Insights

Develop a strong understanding of shopper behaviour across geographies, demographics, store formats, and product categories
Analyse customer, sales, and campaign data to identify growth opportunities
Use consumer insights to influence assortment, promotions, merchandising, and store-level execution
Champion customer-centric thinking across marketing, category, sales, and operations teams

Measure Business Impact

Own and track key business metrics including:

Store footfall
Conversion rate
Member acquisition
Basket size
Repeat purchase
Category penetration
Campaign ROI
Customer lifetime value
Establish reporting frameworks to measure the effectiveness of offline marketing initiatives
Use performance data and consumer insights to continuously optimise campaigns and investments

Build Scalable Processes

Develop operating playbooks, execution frameworks, and measurement systems for shopper and retail marketing
Create standardised processes and toolkits that enable consistent execution across locations
Support regional teams with clear guidelines, best practices, and campaign frameworks
Build scalable systems that enable efficient execution as the retail network expands

What We're Looking For

5–9 years of experience in BTL Marketing, Brand Activation, Shopper Marketing, Trade Marketing, Retail Marketing, or a similar role
Experience in FMCG, retail, e-commerce, consumer brands, or related industries is preferred
Strong understanding of small-town retail dynamics and consumer psychology is a significant advantage
Demonstrated ability to translate consumer insights into actionable marketing initiatives
Hands-on experience managing campaigns from concept and planning through execution and measurement
Strong data-driven mindset with the ability to use sales, customer, and campaign data to guide decisions
Excellent project management and stakeholder coordination skills
Comfortable working in a fast-paced, dynamic, and entrepreneurial environment
Strong commercial understanding and ability to connect marketing initiatives with business outcomes
Passion for building affordable, high-impact retail experiences for consumers in emerging and smaller markets

Must-Have Skills

BTL Activations
Consumer Insights
Trade Marketing
Offline Marketing
Retail Marketing
Shopper Marketing
Brand Activation
Campaign Management

Good-to-Have Skills

Retail Marketing
Offline Marketing
FMCG Marketing
Shopper Marketing
Store-Level Marketing
Hyperlocal Marketing
Loyalty Marketing
Category Marketing
Consumer Behaviour
Trade Partnerships
Campaign Analytics

Lead Offline Marketing