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Position Purpose

Lead the planning, development and execution of BTL and Trade Marketing programs that translate business objectives into effective on-ground activations, channel programs and market visibility. The role owns end-to-end delivery across strategy, planning, budget, agencies/vendors, execution, KPI tracking and team leadership.

Key Responsibilities & Accountabilities 

BTL & Trade Marketing Strategy : Develop annual and monthly plans aligned with business priorities, customer needs and brand strategy.

Planning & Strategy: Develop integrated BTL and Trade Marketing plans based on business objectives, target segments, channels and regional priorities.

Campaign Execution: Manage activation projects from brief to execution, ensuring timelines, resources, quality, risk management and stakeholder alignment.

POSM & Visibility: Plan and oversee POSM requirements, placement and channel visibility to support campaign and business priorities.

On-ground Activation : Lead end-to-end activation planning and execution, including concepts, mechanics, customer journey, manpower, timing, budget and quality control.

Trade Marketing & Channel Development : Drive merchant, distribution and channel programs, POSM deployment, visibility and local market activation.

Cross-functional Coordination: Challenge, refine and prioritize requests with business functions and coordinate with Brand, Product, Digital, Creative and Communications teams.

Budget & Vendor Management: Manage budgets, quotations, agencies/vendors, procurement processes and commercial negotiations in line with company policies.

Agency & Vendor Management:  Brief, evaluate and manage agencies/vendors to ensure quality, cost efficiency, timelines and agreed deliverables.

Performance & Reporting: Monitor KPIs, evaluate effectiveness/ROI, document learnings and recommend improvements for future programs.

People Leadership: Set team priorities, allocate workload, coach team members and maintain clear processes and documentation.

Competencies

• Strong leadership, project management and stakeholder management skills.
•  Strong understanding of BTL, Trade Marketing, on-ground activation and channel marketing.

• Commercial and budget management capability with strong execution discipline.

• Data-driven mindset with ability to translate campaign results into business actions.

• Strong communication, negotiation, problem-solving and presentation skills.

• Bachelor’s degree in Marketing, Business Administration or a related field.
• 6–8+ years of relevant experience in BTL, Trade Marketing, Activation or related marketing functions.
• Proven experience in leading on-ground campaigns, POSM/channel programs and regional activations.
• Experience managing agencies/vendors, budgets, procurement processes and commercial negotiations.
• Experience in people leadership, project management and cross-functional stakeholder management.
• Strong knowledge of marketing planning, KPI measurement, campaign effectiveness and ROI.
• Strong communication, presentation, negotiation and problem-solving skills.