Lead Offline Marketing

This role is for one of Weekday’s clients

Min Experience: 5+ years
Location: Bengaluru
JobType: 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