Lead Offline Marketing

This role is for one of our clients
 
Industry: Marketing Services
Seniority level: Mid-Senior level
 
Experience: 4+ yrs
Location: Mumbai, Maharashtra, India
Job Type: Full-time

We are looking for a Lead – Offline Marketing who can bring the voice of the shopper into every aspect of the retail experience, from product launches and in-store activations to promotional campaigns and customer engagement initiatives.
The role will work at the intersection of marketing, category, sales, and design, translating consumer insights into high-impact on-ground and digital retail experiences that drive footfall, conversion, customer loyalty, and business growth.
Requirements
Key Responsibilities
Own Offline Growth Strategy
Lead the end-to-end offline growth strategy across the retail network.
Develop initiatives to increase store footfall, member acquisition, repeat visits, basket size, and customer lifetime value.
Build a scalable retail marketing playbook that can be replicated across new towns, markets, and regions.
Develop market-specific strategies based on store catchments, consumer behaviour, and local market dynamics.
Lead In-Store Experience
Own the complete in-store customer journey, from store entry through checkout.
Drive merchandising standards, promotional visibility, planograms, shelf communication, POS branding, seasonal campaigns, and cross-category merchandising.
Ensure consistent execution of brand and promotional communication across stores.
Identify opportunities to improve the overall shopping experience and increase conversion.
Drive Growth Through Retail Marketing
Design and execute high-impact campaigns across offline and digital channels that influence shopper behaviour.
Develop pricing, bundling, promotional, and loyalty initiatives in collaboration with Category and Operations teams.
Create localised marketing programmes tailored to the needs of Tier 3–5 markets and individual store catchments.
Evaluate campaign performance and continuously optimise initiatives based on business outcomes.
Build Strategic Partnerships
Develop and manage strategic partnerships with FMCG brands, private-label partners, and key vendors.
Lead joint business planning and identify opportunities for collaborative marketing initiatives.
Negotiate and execute co-funded campaigns, in-store activations, and partner-led visibility programmes.
Maximise trade marketing investments and ensure measurable commercial returns from partner activities.
Leverage Customer Insights
Develop a strong understanding of shopper behaviour across geographies, demographics, store formats, and product categories.
Analyse customer, sales, and campaign data to identify growth opportunities.
Use consumer insights to influence assortment, promotions, merchandising, and store-level execution.
Champion customer-centric thinking across marketing, category, sales, and operations teams.
Measure Business Impact
Own and track key business metrics including:
Store footfall
Conversion rate
Member acquisition
Basket size
Repeat purchase
Category penetration
Campaign ROI
Customer lifetime value
Establish reporting frameworks to measure the effectiveness of offline marketing initiatives.
Use performance data and consumer insights to continuously optimise campaigns and investments.
Build Scalable Processes
Develop operating playbooks, execution frameworks, and measurement systems for shopper and retail marketing.
Create standardised processes and toolkits that enable consistent execution across locations.
Support regional teams with clear guidelines, best practices, and campaign frameworks.
Build scalable systems that enable efficient execution as the retail network expands.
What We're Looking For
5–9 years of experience in BTL Marketing, Brand Activation, Shopper Marketing, Trade Marketing, Retail Marketing, or a similar role.
Experience in FMCG, retail, e-commerce, consumer brands, or related industries is preferred.
Strong understanding of small-town retail dynamics and consumer psychology is a significant advantage.
Demonstrated ability to translate consumer insights into actionable marketing initiatives.
Hands-on experience managing campaigns from concept and planning through execution and measurement.
Strong data-driven mindset with the ability to use sales, customer, and campaign data to guide decisions.
Excellent project management and stakeholder coordination skills.
Comfortable working in a fast-paced, dynamic, and entrepreneurial environment.
Strong commercial understanding and ability to connect marketing initiatives with business outcomes.
Passion for building affordable, high-impact retail experiences for consumers in emerging and smaller markets.
Must-Have Skills
BTL Activations
Consumer Insights
Trade Marketing
Offline Marketing
Retail Marketing
Shopper Marketing
Brand Activation
Campaign Management
Good-to-Have Skills
Retail Marketing
Offline Marketing
FMCG Marketing
Shopper Marketing
Store-Level Marketing
Hyperlocal Marketing
Loyalty Marketing
Category Marketing
Consumer Behaviour
Trade Partnerships
Campaign Analytics