Manager - Offline & Hyper-Local Marketing - Quick Commerce - IIT/NIT/IIM/MDI/ISB

About the Role:

We are looking for a high-energy, execution-focused Offline & Hyper-Local Marketing Manager to own ground-level brand visibility, dark store catchment activations, and Out-of-Home (OOH) media strategies across the footprint.

In Quick Commerce, offline marketing is not about generic brand awareness - it is surgical, radius-restricted demand generation. You will be responsible for turning physical geography into digital app downloads and first-time orders within a 2 to 3 km delivery radius of every dark store, driving hyper-local acquisition and brand recall through BTL (Below-The-Line) activations, RWA/society tie-ups, tech park sampling, store-front branding, and localized OOH campaigns.

Key Responsibilities:

1. Catchment-Level BTL & Experiential Activations:

• Plan and execute hyper-local BTL campaigns (society activation stalls, RWA weekend pop-ups, college festivals, and tech park sampling drives) mapped strictly to dark store delivery radiuses.
• Design high-converting sampling and QR-code engagement loops to drive immediate app installs and high-intent first-order conversions.
• Establish partnerships with RWAs, apartment associations, and commercial hubs for gated community visibility, lift-branding, and exclusive neighborhood onboarding offers.

2. Micro-Targeted OOH & Ambient Branding:

• Scout, negotiate, and execute high-impact local OOH placements (billboards, bus shelters, metro station branding, directional pole kiosks, and auto-rickshaw wrapping) within target dark store catchments.
• Execute fleet and dark-store ambient branding - ensuring rider bags, delivery vehicles, dark store exteriors, and store packaging double as high-visibility mobile billboards.
• Tailor creative messaging and localized vernacular hooks for specific micro-markets to maximize contextual relevance and brand recall.

3. Dark Store Launch Readiness & Capacity Alignment:

• Partner directly with Store Operations and Expansion teams to lead offline marketing blitzes for new dark store launches, building instant store density from Day 1.
• Work closely with dark store managers to ensure marketing activation velocity matches store picker/rider operational capacity to protect the 10-to-20-minute delivery promise.

4. ROI Tracking, Attribution & Performance Analytics:

• Track and optimize offline acquisition metrics: Cost Per Install (CPI), Cost Per Transacting User (CPTU), First-Order Conversion %, and 30-Day Cohort Retention from offline channels.
• Implement offline-to-online attribution mechanisms (custom localized QR codes, location-tagged promo codes, and automated CRM triggers following offline scans/sampling).
• Manage agency vendors, printing suppliers, fabricated setup vendors, and OOH media owners to ensure cost efficiency and tight SLA compliance.

Requirements & Candidate Profile:

• Experience: 5 - 7 years of total experience in offline marketing, BTL activations, field marketing, or hyper-local growth, with at least 2+ years explicitly inside a pure-play Quick Commerce platform or hyper-local delivery network.
• Hyper-Local Execution DNA: Proven track record of running ground-level campaigns tied directly to micro-fulfillment/dark store radii rather than broad city-wide branding.
• Vendor & Agency Network: Strong operational network across OOH media owners, RWA activation agencies, BTL event operators, and printing/fabrication partners across major Indian metros.
• Analytical Approach: Ability to evaluate offline spend through a digital performance lens (attributing CAC, first-order velocity, and cohort retention back to specific offline touchpoints).
• Education: Graduate or MBA from a reputable institute (IIT, NIT, IIM, MICA, Symbiosis, BITS, or equivalent).