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Open nowPosted 9 hours ago

Lead Offline Marketing

Workable (global search)107,801 open roles

Where
Bengaluru, KA, India
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Your applicationOpen nowLead Offline MarketingWorkable (global search) · Bengaluru, KA, India

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Early applications get read.

8.0% of postings close within 7 days. Measured by our own scanner across the market. Workable (global search) postings stay open a median of 2 days.

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  2. 3.5%3 days
  3. 8.0%7 days
  4. 14.9%14 days
  5. 34.1%30 days
This job: posted 9 hours ago

Workable (global search) median: 2 days open

The posting

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
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