Job Title: ATL/BTL Marketing Manager
Department: Marketing
Reports To: Head of Marketing / Marketing Director
Company Description
SpazioLiv is a distinguished home interior design company based in Baner-Balewadi, Pune, Maharashtra. Founded in 2014 by visionaries Vishakha and Prem, the company aims to transform lifestyles through innovative and exquisite home designs. With a global outlook and an unwavering commitment to excellence, SpazioLiv has delivered exceptional projects to over 250 delighted customers. The company's mission is to turn dreams into beautifully designed homes that reflect individuality and elegance.
Job Summary
The ATL/BTL Manager is responsible for planning, executing, and monitoring Above-The-Line (ATL) and Below-The-Line (BTL) marketing activities to strengthen brand awareness, generate leads, drive customer engagement, and support business growth. The role manages integrated marketing campaigns across mass media, outdoor advertising, events, activations, retail promotions, and local marketing initiatives.
Qualifications
- ATL Marketing
- Develop and execute ATL campaigns across TV, radio, print, outdoor (OOH), cinema, and digital media.
- Coordinate with media buying and creative agencies for campaign planning and execution.
- Monitor campaign performance, reach, brand visibility, and ROI.
- Ensure consistent brand messaging across all communication channels.
- BTL Marketing
- Plan and execute on-ground activations, roadshows, exhibitions, mall promotions, corporate events, and customer engagement programs.
- Drive local marketing initiatives and lead-generation activities.
- Manage POSM (Point of Sale Materials), merchandising, and retail branding.
- Coordinate sponsorships, partnerships, and promotional events.
- Campaign Management
- Create annual and quarterly marketing calendars.
- Execute integrated 360-degree campaigns combining ATL, BTL, digital, and PR activities.
- Collaborate with sales teams to support product launches and promotional campaigns.
- Track campaign effectiveness and optimize marketing spend.
- Vendor & Agency Management
- Manage relationships with advertising agencies, event partners, media vendors, and production houses.
- Negotiate contracts and ensure timely delivery of marketing assets.
- Monitor vendor performance and cost efficiencies.
- Budget & Reporting
- Prepare and manage ATL/BTL marketing budgets.
- Analyze campaign performance and present reports to management.
- Track KPIs such as lead generation, footfall, engagement, brand recall, and ROI.
- Required Skills
- Brand Management
- ATL & BTL Campaign Planning
- Event & Activation Management
- Media Planning & Buying
- Vendor Management
- Budgeting & ROI Analysis
- Communication & Negotiation Skills
- Project Management
- Market Research & Consumer Insights
- MS Excel, PowerPoint, CRM & Marketing Tools
- Qualifications
- Bachelor's degree in Marketing, Business Administration, or related field.
- MBA/PGDM in Marketing preferred.
- 4–8+ years of experience in ATL/BTL marketing, brand management, or integrated marketing communications.
- Experience in FMCG, Retail, Real Estate, Consumer Durables, Telecom, or similar industries is preferred.
- Key KPIs
- Brand Awareness & Recall
- Lead Generation
- Event Participation & Footfall
- Campaign ROI
- Customer Engagement
- Market Share Growth
- Marketing Budget Utilization
- Sales Conversion Support
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