Area Marketing Manager(BTL)

Job title : Area Marketing Manager(BTL)

Job Description

• The Area Marketing Manager will be responsible for planning, executing, and monitoring all Below-the-Line (BTL) marketing activities within the assigned territory to drive brand visibility, product penetration, and sales support.
• The role requires strong field execution, coordination with sales teams, and deep market understanding.

Key Responsibilities

BTL Strategy & Execution:

• Plan and execute BTL activities including market activations, roadshows, salon activations, consumer promotions, product demos, and sampling.
• Ensure effective in-market brand visibility through POSM deployment and activation compliance.
• Adapt national BTL campaigns to fit local market realities and branch objectives.

Market Activation & Field Management:

• Identify high-potential markets, salons, wholesalers, and retail clusters for activations.
• Supervise and coordinate brand promoters, merchandisers, and activation teams.
• Ensure activations are executed on time, within budget, and to brand standards.

Sales Support & Collaboration:

• Work closely with the Sales team to support volume growth through BTL initiatives.
• Align activations with sales routes, promotions, and target outlets.
• Generate demand and pull through effective consumer engagement.

POSM & Brand Visibility:

• Manage distribution, placement, and maintenance of POS materials (banners, posters, wobblers, shelf strips, stands, etc.).
• Conduct regular visibility audits to ensure compliance and optimal brand presence.
• Track POS usage and prevent misuse or wastage.

Budget & Reporting:

• Manage assigned BTL budget and ensure cost-effective execution.
• Prepare post-activation reports including photos, reach, impact, challenges, and learnings.
• Provide regular market intelligence and competitor activity reports.

Stakeholder & Relationship Management:

• Build strong relationships with distributors, key retailers, salon owners, and local partners.
• Coordinate with vendors and third-party agencies for activations.
• Represent the brand professionally in all market engagements.

Key Performance Indicators (KPIs)

• Number and quality of BTL activations executed
• Brand visibility score and POSM compliance rate
• Sales uplift from activation zones
• Budget utilization efficiency
• Quality and timeliness of reports
• Market coverage and execution consistency

Qualifications 

• Bachelor’s degree in Marketing, Business Administration, or related field.
• 3–5 years of experience in BTL / field marketing within the FMCG or beauty industry.
• Proven experience executing market activations and trade marketing activities.
• Strong understanding of distributor-led FMCG environments.

Skills & Competencies

• Strong field execution and coordination skills
• Excellent communication and relationship management
• Analytical mindset with attention to detail
• Ability to work independently with minimal supervision
• Willingness to travel extensively within assigned territory
• Good reporting and documentation skills

Personal Attributes:

• Energetic and street-smart
• Result-driven and proactive
• Strong ownership mentality
• Comfortable working in fast-paced, field-intensive environments