Job Title: Marketing Manager – BTL
Reporting To: Assistant General Manager – Marketing
Job Overview:
The Marketing Manager – BTL will be responsible for strategizing, planning, and executing all Below-the-Line (BTL) marketing activities across real estate projects. This role requires hands-on experience in planning on-ground activations, managing agency/vendor relationships, executing campaigns at the site level, and engaging customers through high-impact, cost-effective promotional efforts. The candidate must possess a strong understanding of the real estate industry and demonstrate creativity, resourcefulness, and strong executional capabilities.
Key Responsibilities:
1. BTL Campaign Planning & Execution:
- Develop and implement BTL strategies including exhibitions, site branding, kiosk activations, mall branding, roadshows, society promotions, and experiential marketing.
- Coordinate and execute events such as channel partner meets, project launches, walk-in experiences, and property fairs.
- Manage local media campaigns including radio promotions, flyers, standees, banners, etc.
2. Vendor and Agency Coordination:
- Liaise with creative and event agencies for the timely execution of promotional materials and events.
- Negotiate contracts and ensure deliverables align with brand standards and budgets.
- Monitor and evaluate agency performance to maintain high execution quality.
3. Site Branding and Visibility:
- Ensure consistent brand visibility and impactful site branding at all project locations.
- Maintain updated promotional materials at sales offices, sample flats, and experience centers.
- Supervise fabrication and installation of branding elements and signage.
4. Budget and ROI Management:
- Plan and monitor BTL marketing budgets.
- Optimize expenditure by maximizing value from vendors and events.
- Track the effectiveness of BTL campaigns and analyze ROI to inform future campaigns.
5. Market Engagement and Customer Interaction:
- Identify strategic locations for promotional activities based on target demographics.
- Interact with customers and collect feedback during promotional events.
- Collaborate with sales and CRM teams to follow up on leads generated through BTL activities.
6. Compliance and Reporting:
- Ensure all marketing activities are compliant with RERA and legal standards.
- Maintain accurate records of campaign activities, spends, and outcomes.
- Prepare periodic reports and dashboards on campaign performance for senior management.
Qualifications & Experience:
- Education: B.Com / BBA / MBA in Marketing or a related field.
- Experience: 8+ years of relevant marketing experience, with at least 4 years in BTL marketing within the real estate industry.
Key Competencies & Skills:
Technical Skills:
- Strong understanding of BTL tools and execution
- Knowledge of vendor sourcing and contract negotiation
- Familiarity with event planning and project management
- Proficiency in MS Office, Excel, and reporting tools
Behavioural Skills:
- Excellent coordination and execution skills
- Strong interpersonal and communication abilities
- Problem-solving and adaptability
- Creativity and innovation in campaign ideas
- Budget-conscious and result-oriented
Job Summary: The Marketing Manager – BTL will be a key player in boosting project visibility through strategic, high-impact, and localized marketing efforts. From event planning to site branding, the manager will bring creativity and efficiency to every initiative, helping drive engagement and lead generation. This role is ideal for someone with deep domain knowledge, vendor management skills, and the ability to deliver under tight timelines in the fast-paced real estate sector
