BTL Marketing Manager

– Manager, BTL Marketing

Company: makeO (toothsi | skinnsi)

Department: Marketing

Experience: 4–8 Years

Location: Mumbai

makeO is India’s leading clinical beauty platform, backed by experts and driven by technology. Our brands, toothsi and skinnsi, are revolutionising the way Indians get the smile makeovers and skin they’ve always wanted.

Present in over 17 cities across India and the GCC, we’ve designed close to 2,50,000 smiles and completed over 2,00,000 Laser Hair Reduction sessions.

With 28+ Experience Centres across India, we are expanding our offline presence to ensure convenience and accessibility for our valued customers.

We are a Series C-funded start-up, established in 2018 and backed by Eight Roads Ventures, Paramark Ventures, 360 ONE Asset, the investment office of Ashish Kacholia, and the family office of Medlife founders. This funding supports our mission to revolutionise the clinical beauty space in India and the GCC.

#smilekhulke

We are looking for a dynamic and execution-focused Manager – BTL Marketing to drive brand visibility, consumer engagement, and lead generation through impactful on-ground marketing initiatives.

The ideal candidate will have strong experience in experiential marketing, brand activations, event management, and vendor coordination, with the ability to independently plan, execute, and measure BTL campaigns across multiple locations.

The role requires close collaboration with Marketing, Sales, Creative, and Operations teams to drive customer acquisition and business growth.

1. BTL Strategy & Campaign Execution

• Plan and execute BTL marketing campaigns aligned with business objectives and brand positioning.

• Drive on-ground activations, exhibitions, roadshows, mall activations, promotional events, and consumer engagement initiatives.

• Identify high-potential locations, customer segments, and activation opportunities to maximise reach and lead generation.

• Develop activation concepts, execution plans, campaign calendars, budgets, and timelines.

• Ensure consistent brand positioning and communication across all marketing activities.

2. Event & Activation Management

• Manage end-to-end execution of BTL activities, including venue selection, permissions, logistics, manpower, production, and branding.

• Coordinate promotional materials, merchandise, POSM, and other marketing collateral.

• Oversee on-ground execution to ensure high-quality consumer experiences.

• Manage multiple activations simultaneously across locations while maintaining execution standards and timelines.

3. Vendor & Agency Management

• Identify, onboard, and manage activation agencies, event partners, promoters, fabricators, and vendors.

• Negotiate commercial terms and ensure cost-effective execution within approved budgets.

• Monitor vendor performance, execution quality, and adherence to agreed timelines.

• Build a reliable vendor network to support ongoing and large-scale campaigns.

4. Performance Tracking & Business Impact

• Track campaign effectiveness through footfall, consumer engagement, leads, conversions, and cost per acquisition.

• Analyse campaign ROI, sales uplift, and overall business impact.

• Prepare post-campaign reports highlighting outcomes, insights, and areas for improvement.

• Recommend optimisation opportunities to improve campaign effectiveness and marketing spend.

5. Cross-Functional Collaboration

• Work closely with Sales, Digital Marketing, Creative, PR, Product, and Operations teams to deliver integrated campaigns.

• Coordinate with internal stakeholders to ensure smooth execution and follow-up on campaign-generated leads.

• Monitor competitor activities, market trends, and emerging BTL marketing opportunities.

• Support retail visibility, channel engagement, and trade promotional activities where required.

• Bachelor's degree in Marketing, Business Administration, Communications, or a related discipline.

• 4–8 years of relevant experience in BTL marketing, experiential marketing, brand activations, or event marketing.

• Proven experience managing large-scale on-ground campaigns and multiple activation projects.

• Strong vendor management, agency coordination, and negotiation skills.

• Experience in campaign budgeting, cost optimisation, and performance measurement.

• Strong project management, problem-solving, and execution capabilities.

• Excellent communication and stakeholder management skills.

• Proficiency in MS Excel, PowerPoint, and marketing reporting tools.

• Willingness to travel for campaign execution and on-ground audits.

• MBA/PGDM in Marketing or a related specialisation.

• Experience in D2C, consumer brands, retail, healthcare, beauty, wellness, or lifestyle sectors.

• Experience driving lead generation and customer acquisition through on-ground marketing initiatives.

• Understanding of campaign ROI, consumer behaviour, and performance-oriented marketing.

• BTL campaign reach and consumer engagement

• Lead generation and conversion rates

• Campaign ROI and cost per acquisition

• Event footfall and participation

• Sales uplift from activation campaigns

• Budget adherence and timely campaign execution

• Vendor performance and brand visibility

BTL Marketing | Brand Activations | Experiential Marketing | Event Management | On-Ground Marketing | Mall Activations | Roadshows | Consumer Engagement | Lead Generation | Vendor Management | Agency Management | Campaign Planning | Budget Management | POSM | Retail Marketing | Campaign ROI