Job Title: Marketing Executive – ATL & BTL
Reporting To: Marketing Manager / Assistant Manager – Marketing
Job Overview
We are seeking an enthusiastic and proactive Marketing Executive – ATL & BTL to assist in planning and executing both Above-the-Line (ATL) and Below-the-Line (BTL) marketing campaigns for our real estate projects. This role demands a good understanding of media coordination, field-level promotions, brand visibility, and lead generation initiatives. The candidate should be energetic, field-savvy, and eager to contribute to dynamic marketing activities in a competitive real estate environment.
Key Responsibilities
1. ATL (Above-the-Line) Marketing Support
- Coordinate advertising campaigns across print media (newspapers, magazines), radio, outdoor (hoardings), and other ATL channels.
- Assist in media buying, ad scheduling, and liaising with external agencies for timely execution.
- Track and maintain documentation of advertisement releases, creatives, and media invoices.
2. BTL (Below-the-Line) Campaign Execution
- Plan and execute BTL activities such as society activations, mall kiosks, roadshows, and corporate tie-ups.
- Coordinate logistics, branding materials, manpower deployment, and vendor management.
- Ensure branding visibility at all touchpoints and gather leads during on-ground activations.
3. Event Participation & Coordination
- Support the execution of exhibitions, project launch events, site events, and other brand-building initiatives.
- Ensure branding collaterals are in place and assist in setting up stalls and interacting with visitors.
- Document events through photos, videos, and maintain event feedback reports.
4. Lead Generation & CRM Coordination
- Capture, verify, and update leads generated from marketing activities into the CRM system.
- Coordinate with the pre-sales team for timely follow-ups and conversion tracking.
- Analyze the effectiveness of campaigns and prepare performance reports.
5. Market Research & Competitive Mapping
- Conduct field research to gather insights on market trends, competitor activity, pricing, and promotions.
- Submit regular reports with actionable insights for strategic planning.
6. Digital & Social Media Coordination
- Work with the digital team for creative development and cross-channel campaign support.
- Support social media campaigns with ATL/BTL synergy for maximum outreach and impact.
Qualifications & Experience
- Education: Bachelor's degree in Marketing, Business Administration, or related field
- Experience: 1–2 years in real estate or similar industry with exposure to both ATL and BTL marketing
Key Competencies
Technical Skills
- Knowledge of ATL (print, radio, OOH) and BTL execution techniques
- Basic familiarity with CRM systems and lead tracking tools
- Proficiency in MS Office (Excel, PowerPoint), Canva or basic design tools
- Understanding of digital marketing is an added advantage
Behavioural Skills
- Good communication and interpersonal skills
- Energetic, self-motivated, and result-oriented
- Ability to manage multiple tasks under tight deadlines
- Team player with a proactive and field-oriented mindset
- Creative thinking and attention to detail
Job Summary
The Marketing Executive – ATL & BTL plays a critical role in executing marketing campaigns that drive brand visibility and lead generation. By contributing to both media-led and ground-level marketing initiatives, this position supports the marketing function to promote the company’s real estate offerings and enhance customer engagement across various platforms and touchpoints.
