BTL Assistant Manager -Marketing

Job Description: Assistant Manager / Manager – BTL Marketing
Business Vertical: Wires & Cables
Company: Sturlite
Department: Marketing
Position: Assistant Manager / Deputy Manager / Manager
Experience: 6 to 8 years of relevant experience
Reporting To: Head – BTL Marketing
Location: Bangalore, India
Role Overview
We are looking for a dynamic and execution-oriented BTL Marketing professional to drive below-the-line marketing initiatives for Sturlite’s Wires & Cables business. The role will focus on strengthening brand visibility and market presence, enhancing channel engagement, influencing purchase decisions, and driving business growth through targeted trade marketing initiatives and on-ground activations.
The incumbent will work closely with sales teams, channel partners, distributors, dealers, retailers, electricians, contractors, and other relevant stakeholders to plan and execute impactful BTL programs across key markets.
Key Responsibilities
BTL Strategy & Execution
Plan and execute BTL marketing initiatives aligned with business objectives, brand strategy, and sales priorities.
Develop and implement market-specific activation plans to improve brand awareness, product visibility, and consumer preference.
Drive on-ground marketing activities, including market activations, promotional campaigns, product demonstrations, roadshows, and local events.
Ensure timely and effective execution of campaigns across identified markets and sales territories.
Channel & Trade Marketing
Design and execute dealer, distributor, and retailer engagement programs to strengthen channel relationships and improve brand preference.
Develop trade promotion schemes, retail visibility initiatives, point-of-sale (POS) materials, merchandising programs, and in-shop branding.
Identify opportunities to improve product visibility and brand recall at electrical retail outlets and channel partner locations.
Collaborate with sales teams to support market expansion, channel activation, new product launches, and achieve business targets.
Electrician, Contractor & Influencer Engagement
Plan and execute engagement programs for electricians, electrical contractors, installers, and other key purchase influencers.
Organize electrician meets, contractor meets, product awareness sessions, technical demonstrations, loyalty programs, and recognition initiatives.
Support the development of influencer engagement and advocacy programs to improve brand consideration and product recommendations.
Build and maintain engagement calendars for key influencer segments across priority markets.
Market Development & Competitor Intelligence
Work closely with regional and territory sales teams to identify market opportunities and prioritize BTL investments.
Conduct market visits to assess brand visibility, channel engagement, competitor activities, and effectiveness of existing programs.
Track competitor promotions, trade schemes, retailer engagement initiatives, and market activation practices.
Translate field insights into actionable recommendations for improving marketing effectiveness and market penetration.
Agency & Vendor Management
Coordinate with activation agencies, event partners, printers, fabricators, and other vendors for campaign execution.
Develop campaign briefs, evaluate vendor proposals, and ensure quality, cost efficiency, and adherence to timelines.
Monitor execution quality through field visits, photographic evidence, campaign reports, and stakeholder feedback.
Ensure adherence to company brand guidelines, procurement processes, and vendor compliance requirements.
Budgeting & Performance Measurement
Assist in developing and managing the annual and monthly BTL marketing budgets.
Track campaign expenditure, vendor payments, and budget utilization against approved plans.
Define and monitor KPIs such as outlet coverage, number of activations, influencer participation, campaign reach, visibility compliance, cost per activation, and lead or sales contribution wherever measurable.
Prepare periodic performance dashboards and post-campaign reports, highlighting outcomes, learnings, and improvement opportunities.
Evaluate the effectiveness and ROI of BTL activities and recommend optimization measures.
Cross-functional Coordination
Collaborate with sales, product management, brand marketing, regional marketing, and supply chain teams to ensure integrated execution.
Support new product launches, seasonal campaigns, regional promotions, and market specific business initiatives.
Ensure availability of marketing collateral, promotional materials, and campaign-related product information at the right locations and time.
Share regular updates on campaign progress, market feedback, and key business opportunities with the BTL Head.
Key Performance Indicators (KPIs)
Timely execution of planned BTL activities and campaigns.
Dealer, retailer, electrician, contractor engagement and participation.
Retail outlet coverage and quality of in-store branding and visibility.
Effectiveness of trade promotions and market activation programs.
Campaign expenditure versus approved budgets.
Cost efficiency and measurable return on BTL investments.
Improvement in brand visibility and preference across target markets.
Contribution to lead generation, channel productivity, and sales growth, wherever attributable.
Quality and timeliness of campaign reporting and market intelligence.
Qualifications & Experience
Education:
MBA/PGDM in Marketing or a relevant postgraduate qualification; candidates with a strong track record in trade marketing or BTL execution may also be considered.
Experience:
Approximately 6 to 8 years of relevant experience in BTL marketing, trade marketing, channel marketing, or field marketing.
Experience in electricals, wires and cables, building materials, lighting, paints, adhesives, consumer durables, or a similar channel-driven industry is preferred.
Hands-on experience in dealer and retailer activation, influencer engagement, trade promotions, vendor management, and on-ground campaign execution.
Experience working with regional sales teams and managing multiple markets or territories is desirable.
Required Skills & Competencies
Strong execution, planning, and project management skills.
Understanding distributors, dealers, retailers, and influencer ecosystems.
Good commercial acumen, budgeting, and vendor negotiation skills.
Strong communication, interpersonal, and stakeholder management capabilities.
Ability to analyze campaign performance and derive actionable insights.
Proficiency in MS Excel and PowerPoint; familiarity with marketing dashboards and reporting tools is an advantage.
Willingness to travel extensively across assigned markets.
High ownership, accountability, and ability to work in a fast-paced, target-driven environment.

Work arrangement
No