Job Title: Marketing Executive – BTL

Location: Seshadrpuram, Bangalore

Department: Marketing

Male Preferred

Job Summary:

The Marketing Executive – BTL will be responsible for planning, executing, and monitoring all below-the-line marketing activities for the lighting division. The role involves coordinating dealer‐oriented initiatives, trade promotions, on-ground activations, branding at retail touchpoints, and supporting the sales team with effective marketing collaterals. The candidate must have hands-on experience in lighting, electrical, or consumer durable industry promotions.

Key Responsibilities:

BTL & On-Ground Activations

• Plan and execute BTL campaigns including dealer meets, electrician meets, product demos, and market activations.
• Drive brand visibility through canopy activities, roadshows, in-shop branding, van campaigns, and local exhibitions.
• Coordinate with vendors for printing, fabrication, and timely execution of branding materials.

Retail & Channel Marketing

• Implement retail visibility programs at distributors, retailers, and modern trade outlets.
• Ensure proper placement of POSM materials such as danglers, posters, display units, glow sign boards, product display racks, etc.
• Support distributor programs, incentive schemes, and engagement activities for electricians and retailers.

Product Promotion & Market Support

• Assist the sales team with product demos, sampling programs, and promotional materials.
• Execute product launch plans, localized campaigns, and special activation drives for new SKUs.

Vendor Management

• Identify, negotiate, and manage external agencies/vendors for printing, branding, fabrication, and event execution.
• Ensure cost-effective execution while maintaining quality standards.

Budget Management

• Assist in preparing and tracking BTL budgets for each region or campaign.
• Ensure all activities stay within approved budgets and deliver maximum ROI.

Data, Reporting & Analysis

• Track and report campaign performance, footfalls, lead generation, and visibility impact.
• Maintain MIS for BTL activities, vendor expenses, and program effectiveness.

Cross-Functional Coordination

• Work closely with the sales, product, and distribution teams to align marketing activities with business goals.
• Support corporate marketing initiatives when required.

Required Skills & Competencies:

• Strong understanding of BTL execution, trade marketing, and retail visibility.
• Experience in the lighting, electricals, or consumer durable industry (preferred).
• Good communication, negotiation, and vendor management skills.
• Ability to handle field marketing activities and travel frequently.
• Creativity, attention to detail, and ability to manage multiple projects.

Qualification & Experience:

• Bachelor’s degree in Marketing, Business, or related field.
• 1–4 years of experience in BTL or trade marketing, preferably in lighting or electrical industry.