This is a high-impact, Individual Contributor (IC) role designed for a marketing "go getter" who can bridge the gap between strategic planning and on-ground execution. Reporting directly to the Head of Brand Marketing, the candidate will be the sole custodian of the brand’s physical presence, managing everything from national OOH (Out-of-Home) campaigns to hyper-local activations.
The ideal candidate is a self-starter who can navigate internal creative processes, negotiate aggressively with external vendors, and own the financial accountability of every offline campaign.
Key Responsibilities
1. End-to-End Campaign Execution
- Plan and execute a comprehensive calendar of ATL (Radio, OOH, Cinema) and BTL (Mall activations, Bus Terminal branding, Roadshows) activities across the country.
- Ideate and execute giveaway campaigns and ground-level activations to drive app installs and brand recall.
- Ensure all offline activities are integrated with social media for digital amplification.
2. Creative Ownership & Internal Alignment
- Initiate Creative Briefs: Take the lead in briefing the internal graphic design team for all offline collateral.
- Design Supervision: Manage the creative iterations, ensuring designs meet technical specifications for various formats (e.g., hoarding sizes, print quality).
- Stakeholder Approval: Navigate the internal approval process to ensure final designs align with the organization's brand guidelines and campaign objectives.
3. Vendor & Partner Management
- Single Point of Contact (SPOC): Act as the sole liaison for all ATL and BTL vendors nationwide.
- Sourcing & Onboarding: Identify, vet, and onboard new vendors to expand the brand's reach and improve cost efficiencies.
- Co-funding Initiatives: Pitch to and negotiate with bus operators to secure co-funding for outdoor campaigns, maximizing the reach of the marketing budget.
4. Financial & Analytical Rigor
- Bookkeeping: Maintain meticulous records of vendor contracts, invoices, and payment schedules.
- ROI Evaluation: Track and report on key performance metrics (CAC, regional booking lifts, coupon redemptions) for every activity.
- Budget Optimization: Constant monitoring of spends to ensure high-quality execution within allocated budgets.
- Candidate ProfileExperience: 7–9 years in Offline Marketing, Brand Activations, or Media Planning. Experience in the travel, e-commerce, or telecom sectors is a significant plus.
- Operational Excellence: Proven ability to manage large-scale logistics and multi-city campaigns independently.
- Negotiation Skills: Strong presence and persuasion skills to deal with vendors and bus operators.
- Analytical Mindset: Comfortable working with data to justify marketing spends and measure impact.
- Communication: Clear and concise communication skills to bridge the gap between creative teams and external partners.
- Reporting StructureReport To: Head of Brand Marketing.
- Designation: Manager (Integrated Marketing).
- Role Type: Individual Contributor (No direct reports; high cross-functional collaboration).
Why This Role?This is a unique opportunity to own the offline narrative for one of India’s leading travel platforms. For a professional who thrives on autonomy, "boots-on-the-ground" action, and the ability to see their work on billboards and terminals across the country, this role offers unmatched ownership and visibility within the organization.