Marketing Manager

Key Responsibilities

• Strategic Planning Develop and implement annual marketing plans aligned with business objectives.
• Design integrated campaigns combining ATL and BTL initiatives.
• Conduct market research, competitor analysis, and customer insights evaluation.
• Manage marketing budgets and ensure optimal ROI.
• ATL (Above The Line) Marketing Activities Focus: Mass audience brand awareness.
• Plan and execute advertising campaigns across: Television Radio Newspapers Magazines Outdoor (billboards, transit ads) Cinema advertising Coordinate with advertising agencies and media buying agencies.
• Develop creative briefs and oversee production of TVCs, radio spots, and print creatives.
• Monitor media performance metrics (reach, GRP, impressions).
• Ensure brand consistency across all mass media platforms.
• Negotiate media rates and optimize media mix.
• BTL (Below The Line) Marketing Activities Focus: Targeted promotions and direct engagement.
• Plan and manage: In-store promotions Trade marketing initiatives Product sampling campaigns Roadshows and activations Events and exhibitions Direct marketing campaigns (SMS, email) Develop POSM (Point of Sale Materials).
• Coordinate with sales teams for retail visibility and promotions.
• Manage vendor partnerships for activations and events.
• Track campaign effectiveness and conversion metrics.
• Execute local marketing initiatives to drive footfall and sales.
• Digital & Integrated Marketing Support digital marketing campaigns (social media, performance ads).
• Align ATL campaigns with digital amplification.
• Oversee website content and landing pages.
• Monitor campaign analytics and reporting.
• Brand Management Ensure brand guidelines are followed across all channels.
• Manage product launches and rebranding initiatives.
• Conduct brand performance analysis and reporting.
• Team & Stakeholder Management Lead and mentor marketing team members.
• Collaborate with Sales, Product, and Finance teams.
• Manage external agencies and vendors.

Key Performance Indicators (KPIs)

• Brand awareness growth Market share increase Campaign ROI Lead generation & conversions Sales growth from promotional activities Cost efficiency vs budget