Role Overview
The Senior Executive Offline Brand Marketing will independently manage and execute
offline brand marketing initiatives across retail and on-ground platforms. The role requires
strong ownership of executions, deeper coordination with sales and design teams, and
responsibility for driving consistency, visibility, and performance of offline and packaging-
related brand assets.
Key Responsibilities
Retail & In-store Marketing Leadership
- Lead planning and execution of in-store branding including VM elements, POSM, testers,
gondolas, and seasonal campaigns.
- Drive consistency of brand guidelines across all offline retail touchpoints.
- Manage and oversee store launches, refits, and periodic retail refresh programs.
On-ground Activations and Events
- Independently manage mall activations, roadshows, beauty workshops, college events,
and product launch events.
- Coordinate promoters, makeup artists, agencies, and regional teams to ensure smooth
execution.
- Analyze activation performance and recommend improvements for higher ROI.
Creative & Design Coordination (Offline & Packaging)
- Own end-to-end creative briefing for offline marketing assets such as standees, posters,
shelf talkers, wobblers, vinyls, kiosks, and hoardings.
- Coordinate with internal designers and external creative agencies to ensure timely and
high-quality output.
- Review artworks for brand alignment, visual impact, copy accuracy, and print feasibility.
- Lead coordination for packaging artwork development including mono cartons, labels,
outer boxes, inserts, and secondary packaging.
- Ensure all packaging creatives comply with brand guidelines, legal declarations,
regulatory norms, and SKU-level accuracy.
- Manage artwork version control, approvals, and final release to printers and packaging
vendors.
Trade & Sales Marketing Support
- Partner closely with sales teams to design and execute trade marketing initiatives and
regional promotions.
- Support distributor and retailer engagement programs.
- Contribute to annual and quarterly offline marketing calendars.
Vendor, Budget & Process Ownership
- Independently manage vendors including printers, fabricators, packaging suppliers, and
event agencies.
- Negotiate costs, manage quality checks, and ensure adherence to timelines.
- Track budgets, POs, invoices, and marketing spends with accountability.
Reporting & Market Intelligence
- Prepare detailed reports on offline campaign performance and retail visibility.
- Track competitor activities, new retail trends, and market insights.
- Share actionable recommendations with brand and sales leadership.
Key Skills & Competencies
- Strong expertise in offline, retail, and trade marketing
- Advanced creative briefing and design coordination skills
- Deep understanding of POSM formats, print processes, and packaging artwork workflows
- Ability to independently manage multiple stakeholders and vendors
- Strong execution, problem-solving, and decision-making skills
- Budget ownership and cost optimization mindset
- Excellent communication and cross-functional collaboration skills
- Willingness to travel extensively for store visits and activations
Educational Qualification
- Bachelor's degree in Marketing, Business, Mass Communication, or related field
- MBA (Marketing) preferred
Experience
- 2-3 years of experience in brand marketing
- Prior experience in beauty, cosmetics, fashion, or FMCG industries preferred
- Hands-on experience in packaging artwork coordination is mandatory
What We Offer
- High-ownership role in a fast-growing beauty brand
- Strong visibility with senior leadership
- Opportunity to lead large-scale offline campaigns and product launches
- Competitive compensation and clear growth path
About Company
Founded in 2011, Purplle has emerged as one of India's premier omnichannel beauty destinations, redefining the way millions shop for beauty. With 1,000+ brands, 60,000+ products, and over 7 million monthly active users, Purplle has built a powerhouse platform that seamlessly blends online and offline experiences.
Expanding its footprint in 2022, Purplle introduced 6,000+ offline touchpoints and launched 100+ stores, strengthening its presence beyond digital. Beyond hosting third-party brands, Purplle has successfully scaled its own D2C powerhousesFACES CANADA, Good Vibes, Carmesi, Purplle, and NY Baeoffering trend-driven, high-quality beauty essentials.
What sets Purplle apart is its technology driven hyper-personalized shopping experience. By curating detailed user personas, enabling virtual makeup trials, and delivering tailored product recommendations based on personality, search intent, and purchase behavior, Purplle ensures a unique, customer-first approach.
In 2022, Purplle achieved unicorn status, becoming India's 102nd unicorn, backed by an esteemed group of investors including ADIA, Kedaara, Premji Invest, Sequoia Capital India, JSW Ventures, Goldman Sachs, Verlinvest, Blume Ventures, and Paramark Ventures.
With a 3,000+ strong team and an unstoppable vision, Purplle is set to lead the charge in India's booming beauty landscape, revolutionizing the way the nation experiences beauty.
