Job Summary
- The Marketing Executive/ Assistant Marketing Manager– ATL & BTL plays a critical role in executing marketing campaigns that drive brand visibility and lead generation. By contributing to both media-led and ground-level marketing initiatives, this position supports the marketing function to promote the company's Healthcare offerings and enhance patient engagement across various platforms and touchpoints
Job Overview
We are seeking an enthusiastic and proactive Marketing Executive/Assistant Manager – ATL & BTL to assist in planning and executing both Above-the-Line (ATL) and Below-the-Line (BTL) marketing campaigns for Apollo AyurVAID hospitals. This role demands a good understanding of media coordination, field-level promotions, brand visibility, and lead generation initiatives. The candidate should be energetic, field-savvy, and eager to contribute to dynamic marketing activities in the healthcare segment.
Key Responsibilities
1. ATL (Above-the-Line) Marketing Support
- Coordinate advertising campaigns across print media (newspapers, magazines), radio, outdoor (hoardings), and other ATL channels.
- Assist in media buying, ad scheduling, and liaising with external agencies for timely execution.
- Track and maintain documentation of advertisement releases, creatives, and media invoices.
2. BTL (Below-the-Line) Campaign Execution
- Plan and execute BTL activities such as society activations, mall kiosks, roadshows, and corporate tie-ups.
- Coordinate logistics, branding materials, manpower deployment, and vendor management.
- Ensure branding visibility at all touchpoints and gather leads during on-ground activations.
3. Event Participation & Coordination
- Support the execution of exhibitions, project launch events, site events, and other brand-building initiatives.
- Ensure branding collaterals are in place and assist in setting up stalls and interacting with visitors.
- Document events through photos, videos, and maintain event feedback reports.
4. Lead Generation & CRM Coordination
- Capture, verify, and update leads generated from marketing activities into the CRM system.
- Coordinate with the CRM team and Center managers for timely follow-ups and conversion tracking.
- Analyze the effectiveness of campaigns and prepare performance reports.
5. Market Research & Competitive Mapping
- Conduct field research to gather insights on market trends, competitor activity, pricing, and promotions.
- Submit regular reports with actionable insights for strategic planning.
6. Digital & Social Media Coordination
- Work with the digital team for creative development and cross-channel campaign support.
- Support social media campaigns with ATL/BTL synergy for maximum outreach and impact.
Qualifications & Experience
- Education: Bachelor's degree in Marketing, Business Administration, or related field
- Experience: 2–3 years in Hospitals, Pharma, Medical Devices and allied Healthcare sector with exposure to both ATL and BTL marketing. Healthcare experience preferred.
Key Competencies
Technical Skills
- Knowledge of ATL (print, radio, OOH) and BTL execution techniques
- Basic familiarity with CRM systems and lead tracking tools
- Proficiency in MS Office (Excel, PowerPoint), Canva or basic design tools
- Understanding of digital marketing is an added advantage
Behavioural Skills
- Good communication and interpersonal skills
- Energetic, self-motivated, and result-oriented
- Ability to manage multiple tasks under tight deadlines
- Team player with a proactive and field-oriented mindset
- Creative thinking and attention to detail
Job Summary
- The Marketing Executive/ Assistant Marketing Manager– ATL & BTL plays a critical role in executing marketing campaigns that drive brand visibility and lead generation. By contributing to both media-led and ground-level marketing initiatives, this position supports the marketing function to promote the company's Healthcare offerings and enhance patient engagement across various platforms and touchpoints
