Manager - Marketing

Company Description

AbhiBus is a leading online bus-ticketing platform that aggregates ticket inventory from over 4,000 bus operators - including major State Road Transport Corporations (SRTCs), covering more than 3.5 lakh (350,000+) routes across India. The AbhiBus website and apps allow users to check amenities provided by bus operators, compare booking fares, check bus timings in the searched route, live tracking of the bus before arrival, cancellation protection options and other facilities. It is the official ticketing partner for several state road transport corporation bus tickets and IRCTC bus bookings.

AbhiBus is owned and operated by ixigo (Le Travenues Technology Limited), India's leading OTA for the Next Billion Users. With over 54 crore Annual Active Users in FY25, ixigo offers AI-powered train, flight, bus, and hotel bookings through its platforms - ixigo, ConfirmTkt, and AbhiBus.

Job Description

This is a high-impact, Individual Contributor (IC) role designed for a marketing go getter who can bridge the gap between strategic planning and on-ground execution. Reporting directly to the Head of Brand Marketing, the candidate will be the sole custodian of the brand's physical presence, managing everything from national OOH (Out-of-Home) campaigns to hyper-local activations.

The ideal candidate is a self-starter who can navigate internal creative processes, negotiate aggressively with external vendors, and own the financial accountability of every offline campaign.

Key Responsibilities

1. End-to-End Campaign Execution

• Plan and execute a comprehensive calendar of ATL (Radio, OOH, Cinema) and BTL (Mall activations, Bus Terminal branding, Roadshows) activities across the country.
• Ideate and execute giveaway campaigns and ground-level activations to drive app installs and brand recall.
• Ensure all offline activities are integrated with social media for digital amplification.

2. Creative Ownership & Internal Alignment

• Initiate Creative Briefs: Take the lead in briefing the internal graphic design team for all offline collateral.
• Design Supervision: Manage the creative iterations, ensuring designs meet technical specifications for various formats (e.g., hoarding sizes, print quality).
• Stakeholder Approval: Navigate the internal approval process to ensure final designs align with the organization's brand guidelines and campaign objectives.

3. Vendor & Partner Management

• Single Point of Contact (SPOC): Act as the sole liaison for all ATL and BTL vendors nationwide.
• Sourcing & Onboarding: Identify, vet, and onboard new vendors to expand the brand's reach and improve cost efficiencies.
• Co-funding Initiatives: Pitch to and negotiate with bus operators to secure co-funding for outdoor campaigns, maximizing the reach of the marketing budget.

4. Financial & Analytical Rigor

• Bookkeeping: Maintain meticulous records of vendor contracts, invoices, and payment schedules.
• ROI Evaluation: Track and report on key performance metrics (CAC, regional booking lifts, coupon redemptions) for every activity.
• Budget Optimization: Constant monitoring of spends to ensure high-quality execution within allocated budgets.
• Candidate ProfileExperience: 5–8 years in Offline Marketing, Brand Activations, or Media Planning. Experience in the travel, e-commerce, or telecom sectors is a significant plus.
• Operational Excellence: Proven ability to manage large-scale logistics and multi-city campaigns independently.
• Negotiation Skills: Strong presence and persuasion skills to deal with vendors and bus operators.
• Analytical Mindset: Comfortable working with data to justify marketing spends and measure impact.
• Communication: Clear and concise communication skills to bridge the gap between creative teams and external partners.
• Reporting StructureReport To: Head of Brand Marketing.
• Designation: Manager (Integrated Marketing).
• Role Type: Individual Contributor (No direct reports; high cross-functional collaboration).

Why This RoleThis is a unique opportunity to own the offline narrative for one of India's leading travel platforms. For a professional who thrives on autonomy, boots-on-the-ground action, and the ability to see their work on billboards and terminals across the country, this role offers unmatched ownership and visibility within the organization.

Additional Information: Candidates are responsible for safeguarding sensitive company data against unauthorized access, use, or disclosure, and for reporting any suspected security incidents in line with the organization's ISMS (Information Security Management System) policies and procedures