Act as the marketing partner to the regional sales team for the Gold Loan business.
Drive on-ground marketing support across lead generation, branch visibility, catchment activation, BTL initiatives, merchandising, gifting, and new branch launches.
Enable branch teams with localized marketing interventions to improve walk-ins, enquiries, visibility, and business acquisition.
Key Responsibilities
Work closely with regional / zonal / area sales teams to understand business priorities and branch-level marketing needs.
Plan and execute regional marketing initiatives aligned to sales targets and catchment opportunities.
Drive lead generation programs through local activations, hyperlocal campaigns, outreach activities, and demand-generation efforts.
Strengthen branch visibility and local market presence through outdoor branding, signage, neighborhood branding, and other catchment-focused initiatives.
Build and manage the BTL calendar for the region in line with business cycles, festive opportunities, and market priorities.
Execute on-ground activities such as local activations, roadshows, market outreach, leaflet drops, kiosk activities, and partnerships, wherever relevant.
Ensure effective deployment of branch merchandising, POSM, branding material, and signage across locations.
Lead marketing support for new branch launches, including pre-launch visibility, launch-day activation, and post-launch sustain plans.
Manage promotional collateral, gifting, and sales support material for branches and field teams.
Coordinate with internal stakeholders and external vendors for timely, high-quality, and cost-efficient execution.
Track initiative effectiveness and support business teams with insights on lead generation, visibility impact, and local activation outcomes.
Adherence to regulatory and brand guidelines
Key Deliverables
Improved branch walk-ins, enquiries, and local lead generation
Stronger catchment visibility and branch presence
Effective execution of the regional BTL and activation calendar
Timely deployment of branch branding, merchandising, and marketing support
Successful execution of new branch launch campaigns
Strong alignment and responsiveness to sales and branch team requirements
Desired Candidate Profile
6–10 years of experience in regional marketing / field marketing / trade marketing / branch marketing
Preferred background in NBFC, gold loan, retail financial services, banking, or multi-location consumer businesses
Strong experience in sales-aligned marketing execution
Proven ability to handle multi-branch / multi-city regional marketing operations
Skills & Competencies
Strong understanding of BTL, hyperlocal marketing, lead generation, and branch visibility
High execution orientation with the ability to manage multiple markets simultaneously
Strong stakeholder management across sales, branches, marketing, and vendors
Good commercial acumen with experience in negotiating good deals
Strong problem-solving, coordination, and follow-through skills
Willingness to travel extensively across the assigned region
