Manager Brand Activation & Cluster Marketing

Rupeek Fintech Pvt Ltd

Manager — Brand Activation & Cluster Marketing

FY27 · Below-the-Line Activation · Hyperlocal Cluster Playbook

About Rupeek

Rupeek, established in 2015 and headquartered in Bangalore, is Indias leading asset-backed digital lending fintech platform. We are transforming gold loan disbursal across 40+ cities through state-of-the-art technology and an automated asset-light supply chain, serving 5,00,000+ customers via partnerships with leading banks. Backed by Sequoia Capital, Accel Partners, Bertelsmann, and GGV Capital.

Role at a Glance

Job Title: Manager — Brand Activation & Cluster Marketing

Location: Bangalore HQ · 50%+ travel to cluster cities

Reports to: Growth / Performance Marketing Lead

Type: Individual Contributor

Experience: 3–5 years in BTL, on-ground brand activation, hyperlocal or field marketing

Qualification: Bachelors required; MBA / PG in Marketing preferred

Position Overview

Rupeek is launching a 360° BTL playbook across our top metro clusters to drive new customer acquisition. We are looking for a Manager — Brand Activation & Cluster Marketing to own end-to-end execution: run the pilot, measure what works, and evolve the playbook so it scales cleanly to 100+ clusters in FY27. This is a high-ownership, hands-on role for an operator who is equal parts executor, analyst, and strategist — and wholl spend significant time in cluster cities making sure plans actually show up on the ground.

Key Responsibilities

1. Cluster Activation Execution

• Own end-to-end execution of the BTL playbook per cluster — visibility (shopboards, OOH, branch branding) & on-ground activations
• Run operating cadence: pre-launch readiness → go-live → sustained 360° wave. Translate the plan into a dated, executable timeline for each cluster.
• Travel to cluster cities to oversee installation, audit on-ground execution, and coordinate with field ops, call centre etc to convert activation into acquisition.

2. Vendor & Agency Management

• Build and manage vendor ecosystem across BTL categories: OOH, shopboard production, event mgmt, lucky-draw and hype activities, printed collateral.
• Own the relationship with the creative agency / internal creative team— write sharp briefs, manage timelines, and maintain quality control over visual identity.

3. Performance Analytics & Optimization

• Own KPIs — app downloads, leads, walk-ins, disbursals, conversion rates and ROI metrics.
• Set up and maintain measurement infrastructure, partner with tech and data to plug journey gaps.
• Drive continuous spend reallocation / optimization based on whats delivering ROI.

4. Playbook Evolution & Strategy

• Run pilots to evolve it — what to keep, kill, or scale by cluster archetype, geography, and language.
• Codify SOPs, vendor playbooks, briefing templates, and modular activation kits

Key Personal Attributes

• Bias for action — comfortable in ambiguity, decisive with imperfect information.
• Operator mindset — energy from execution and being on-site, not just from strategy decks.
• Analytical and structured — equally comfortable in a spreadsheet and at a market hotspot.
• Frugal and ROI-obsessed — instinctively asks what did this 1 deliver and reallocates accordingly.

Qualifications

• 3–5 years in BTL marketing, on-ground brand activation, hyperlocal, field, or trade marketing.
• Direct experience running multi-city / multi-cluster activation programs.
• Hands-on experience managing OOH, BTL, event vendors, and creative agencies. Comfortable writing briefs, running ground audits, managing budgets.
• Strong measurement chops and use data to optimize spend.
• Willingness to travel 50%+ to cluster cities; comfort with field-first work.