About Cult - Curefit Healthcare Pvt Ltd, founded in 2016, is India's largest fitness company and wellness platform. Cult, from the house of Curefit, was established with a mission to make fitness easy, fun and accessible to everyone, and has emerged as a community celebrating the joy of fitness. The brand today offers a range of fitness services ranging from group workouts, gyms and personalized fitness solutions, as well as an expansive selection of quality fitness products for the everyday athlete. The company's vision is to empower everyone towards an active and healthier lifestyle through innovative fitness solutions, enabled by technology.
Role Overview
As the Regional Marketing Manager for Exclusive Brand Outlets (EBOs), you will be the primary driver of offline growth and brand presence for Cult's physical retail channel. Your core focus is to maximize store walk-ins and build hyper-local awareness for our product ecosystem—including sportswear, accessories, and fitness hardware like treadmills and massagers. You will be responsible for translating brand goals into actionable on-ground campaigns that turn passersby into customers.
Key Responsibilities
1. Drive Footfall & Walk-ins
- Create and execute regional marketing calendars designed specifically to increase daily store entries.
- Conceptualize Store Launch and Store Anniversary programs to spike local interest and traffic.
- Analyze store heatmaps and footfall data to deploy tactical marketing interventions in underperforming zones.
2. Local Store Marketing (LSM) & BTL Activations
- Identify and activate high-intent catchments: gym tie-ups, corporate wellness days, and premium apartment roadshows.
- Manage end-to-end BTL (Below-The-Line) operations, including hyper-local OOH, tent-pole events, and product demo kiosks.
- Source and manage regional vendors for high-quality, cost-effective execution of marketing assets.
3. Strategic Partnerships & Community Building
- Forge partnerships with local fitness influencers and community leaders to drive cult brand affinity at a neighborhood level.
- Organize and oversee Experience Days where customers can interact with high-value products like treadmills and massagers.
4. Budget & Performance Management
- Own the regional marketing budget, ensuring optimal allocation across various EBOs.
- Track and report on Customer Acquisition Cost (CAC) for the offline channel and the effectiveness of BTL spends.
- Provide regular feedback to the central product and marketing teams based on on-ground consumer behaviour.
What We're Looking For
- Experience: 5–8 years of experience in Regional Marketing, Field Marketing, or BTL Activations. Experience in the retail sector (apparel, consumer durables, or fitness) is highly preferred.
- Education: MBA in Marketing or equivalent degree.
- The Field Mindset: You enjoy being on the move. This role requires frequent travel to various store locations and activation sites.
- Negotiation Skills: Ability to work with local authorities, mall managements, and vendors to secure the best visibility for the brand.
- Passion: A genuine interest in the fitness industry and the Cult brand philosophy.
