*Please note this role would be for Softsens Division.
Role Overview
The Assistant Brand Manager – BTL, Shopper Marketing & Operations will serve as the Brand Manager's key execution partner, responsible for translating integrated marketing strategies into impactful on-ground activations across offline channels. The role will own end-to-end execution of shopper marketing, retail activations, POSM deployment, promoter programs, geo-targeted campaigns, and on-ground partnerships – ensuring seamless coordination between Sales, Digital Marketing, Influencer Marketing, and external agencies to deliver measurable consumer engagement, brand visibility, and offtake growth.
Key Responsibilities:
Shopper Marketing & Retail Execution
- Execute shopper marketing initiatives across GT, MT, Pharmacy, Hospitals, Clinics, and key retail partners to drive in-store visibility, consumer engagement, and conversion.
- Own end-to-end deployment of POSM, dealer boards, shelf branding, gondolas, end caps, window displays, and in-store retail branding.
- Lead on-ground execution of retail activations, sampling programs, promoter activities, and special placements.
- Conduct regular market audits and store visits to ensure execution excellence and compliance.
- Track and report activation performance, measure marketing-led offtake impact, and recommend optimization actions to the Brand Manager.
- Maintain execution trackers and coordinate with vendors and agencies to ensure timely and quality delivery.
Integrated Campaign Execution & Digital Collaboration
- Support execution of 360° integrated marketing campaigns across offline, digital, influencer, PR, and shopper marketing touchpoints as directed by the Brand Manager.
- Coordinate with the Digital Marketing team and media agencies to execute geo-targeted digital campaigns aligned with retail activations and priority markets.
- Collaborate with the Influencer Marketing team and agencies to amplify activations, product launches, and regional campaigns through localized creators.
- Ensure strong online-to-offline (O2O) integration by coordinating execution milestones, assets, and timelines across teams.
- Liaise with creative agencies to develop and track production of all execution-related marketing assets on time and within budget.
Promoter Management & Sales Enablement
- Manage day-to-day operations of the promoter network across key retail channels.
- Develop and deliver product training, sales training, and engagement programs to ensure best-in-class in-store execution and consumer engagement.
- Monitor promoter productivity, conversion rates, and execution quality through regular market visits and reporting.
- Partner with Sales teams to identify market-level opportunities and execute targeted initiatives that drive measurable offtake.
- Maintain promoter attendance, performance, and feedback trackers.
Geo-Targeted & Hyperlocal Marketing
- Execute hyperlocal campaigns across priority cities and retail clusters.
- Coordinate with Sales and Digital teams to ensure geo-targeted marketing investments are aligned with regional business priorities.
- Track regional campaign performance and share insights and recommendations with the Brand Manager to improve future planning.
- Support identification of emerging markets, retail clusters, and consumer hotspots for targeted activation.
Partnerships, Events & On-Ground Activations
- Execute on-ground partnerships with retailers, distributors, and event partners.
- Lead logistics, coordination, and on-site execution of exhibitions, trade events, consumer activations, and roadshows.
- Manage relationship with local and regional partners to ensure smooth delivery of activation commitments.
- Track partnership activation results and share performance data with the Brand Manager.
Marketing Operations & Project Coordination
- Maintain and update marketing execution trackers, campaign calendars, and operational dashboards.
- Coordinate across Sales, Digital, Influencer Marketing, PR, Product Development, Supply Chain, and external agencies to ensure timely delivery of execution milestones.
- Support packaging development, claims implementation, and launch readiness for new product introductions by coordinating internally and with vendors.
- Track budgets, raise purchase orders, and reconcile invoices for all BTL and shopper marketing spends.
- Prepare weekly/monthly execution reports, market visit reports, and performance summaries for the Brand Manager.
Agency & Vendor Management
- Manage and coordinate with activation agencies, fabrication vendors, printers, promoter agencies, and event partners for day-to-day execution.
- Brief agencies, track deliverables, review quality, and ensure timely completion within approved budgets.
- Track vendor purchase orders, invoices, and payment cycles.
- Maintain vendor relationships and share performance feedback with the Brand Manager.
Technical Skills and Knowledge:
- Upto 4 years of experience in BTL Marketing, Shopper Marketing, Trade Marketing, Field Marketing, Brand Activation, Channel Marketing, or Marketing Operations.
- Proven hands-on experience in retail activations, POSM execution, in-store branding, and shopper marketing.
- Experience coordinating and managing activation agencies, fabrication vendors, and promoter teams.
- Strong cross-functional collaboration with Sales, Digital Marketing, and external partners.
- Demonstrated ability to track, measure, and report on execution performance and business outcomes.
- Strong project management, organizational, and communication skills.
- Willingness to travel extensively across markets.
