Title: BTL & Events Manager
Location: Ghaziabad
Experience:
- 4+ years of experience in BTL marketing, event management, mall marketing, retail marketing, experiential marketing, or activation management.
- Proven track record of executing large-scale events and consumer activations.
- Experience working with brands, sponsors, agencies, and retail stakeholders.
- Knowledge of mall operations and retail marketing.
About the Role:
The BTL & Events Manager will lead and manage the mall's on-ground marketing and events ecosystem, driving customer engagement, footfall growth, retailer sales, and brand visibility through innovative activations and events. The role is responsible for planning and executing the annual events calendar, developing strategic partnerships, managing event budgets, and ensuring seamless execution of all promotional activities within and around the mall premises.
Key Responsibilities:
Event Planning & Execution:
- Develop and own the annual BTL (Below-The-Line) marketing and events calendar, including festive campaigns, seasonal activations, exhibitions, retail promotions, and sponsor-led events.
- Conceptualize and execute large-scale mall events, atrium activations, experiential marketing campaigns, exhibitions, and proprietary event properties.
- Design engaging consumer experiences that increase footfall, dwell time, customer engagement, and sales conversion.
Vendor & Operations Management:
- Manage end-to-end event execution including:
- Vendor selection and management
- Budgeting and BOQ preparation
- Fabrication and production
- Audio-visual arrangements
- Manpower deployment
- Security coordination
- Permissions and compliance
- Ensure timely delivery of all event-related activities while maintaining quality standards.
Retailer & Stakeholder Engagement:
- Collaborate with anchor brands and retail partners to create joint promotions, sales campaigns, product launches, and category-focused events.
- Build strong relationships with retailers to maximize participation and commercial outcomes from events.
Community & Partnership Development:
- Establish strategic partnerships with:
- Schools and educational institutions
- Colleges and universities
- Resident Welfare Associations (RWAs)
- Corporate organizations
- Community groups
- Influencers and local networks
- Drive community engagement initiatives that strengthen the mall's market presence.
Sponsorship & Revenue Generation:
- Work closely with the Sponsorship and Sales teams to monetize events through:
- Title sponsorships
- Category sponsorships
- Brand activations
- Promotional partnerships
- Increase the proportion of sponsor-funded events and generate additional revenue opportunities.
Budgeting & Performance Management:
- Manage event budgets, vendor payments, and financial planning.
- Monitor event profitability and ROI.
- Prepare post-event reports covering:
- Footfall analysis
- Sales impact
- Customer engagement metrics
- Sponsorship performance
- ROI assessment
Team Leadership:
- Lead and mentor event executives, coordinators, and agency partners.
- Build and maintain a reliable network of event vendors and service providers.
- Ensure effective coordination between marketing, operations, leasing, security, and retailer teams.
Compliance & Safety:
- Ensure all events comply with legal, regulatory, fire safety, and operational guidelines.
- Obtain necessary permissions and approvals for event execution.
Key Performance Indicators (KPIs):
- Footfall growth
- Increase in customer dwell time
- Retailer sales uplift during activations
- Sponsorship revenue generated
- Event ROI and profitability
- Number of successful events executed
- Retailer participation and satisfaction
- Community engagement and partnerships established
Required Skills & Competencies:
- Strong event planning and execution capabilities
- Excellent vendor and stakeholder management skills
- Budgeting and financial management expertise
- Sponsorship and partnership development experience
- Strong negotiation and communication skills
- Team leadership and project management abilities
- Creative thinking and consumer engagement expertise
- Knowledge of mall operations and retail marketing
Preferred Candidate Profile:
- 4+ years of experience in BTL marketing, event management, mall marketing, retail marketing, experiential marketing, or activation management.
- Proven track record of executing large-scale events and consumer activations.
- Experience working with brands, sponsors, agencies, and retail stakeholders.
- Ability to manage multiple projects under tight timelines.
- Strong analytical and reporting skills with an ROI-focused approach.
