Management Trainee - Brand Manager

*Please note this role would be for Softsens Division.

Role Overview

The Assistant Brand Manager – BTL, Shopper Marketing & Operations will serve as the Brand Managers key execution partner, responsible for translating integrated marketing strategies into impactful on-ground activations across offline channels. The role will own end-to-end execution of shopper marketing, retail activations, POSM deployment, promoter programs, geo-targeted campaigns, and on-ground partnerships – ensuring seamless coordination between Sales, Digital Marketing, Influencer Marketing, and external agencies to deliver measurable consumer engagement, brand visibility, and offtake growth.

Key Responsibilities:

Shopper Marketing & Retail Execution

• Execute shopper marketing initiatives across GT, MT, Pharmacy, Hospitals, Clinics, and key retail partners to drive in-store visibility, consumer engagement, and conversion.
• Own end-to-end deployment of POSM, dealer boards, shelf branding, gondolas, end caps, window displays, and in-store retail branding.
• Lead on-ground execution of retail activations, sampling programs, promoter activities, and special placements.
• Conduct regular market audits and store visits to ensure execution excellence and compliance.
• Track and report activation performance, measure marketing-led offtake impact, and recommend optimization actions to the Brand Manager.
• Maintain execution trackers and coordinate with vendors and agencies to ensure timely and quality delivery.

Integrated Campaign Execution & Digital Collaboration

• Support execution of 360° integrated marketing campaigns across offline, digital, influencer, PR, and shopper marketing touchpoints as directed by the Brand Manager.
• Coordinate with the Digital Marketing team and media agencies to execute geo-targeted digital campaigns aligned with retail activations and priority markets.
• Collaborate with the Influencer Marketing team and agencies to amplify activations, product launches, and regional campaigns through localized creators.
• Ensure strong online-to-offline (O2O) integration by coordinating execution milestones, assets, and timelines across teams.
  
• Liaise with creative agencies to develop and track production of all execution-related marketing assets on time and within budget.

Promoter Management & Sales Enablement

• Manage day-to-day operations of the promoter network across key retail channels.
• Develop and deliver product training, sales training, and engagement programs to ensure best-in-class in-store execution and consumer engagement.
• Monitor promoter productivity, conversion rates, and execution quality through regular market visits and reporting.
• Partner with Sales teams to identify market-level opportunities and execute targeted initiatives that drive measurable offtake.
• Maintain promoter attendance, performance, and feedback trackers.

Geo-Targeted & Hyperlocal Marketing

• Execute hyperlocal campaigns across priority cities and retail clusters.
• Coordinate with Sales and Digital teams to ensure geo-targeted marketing investments are aligned with regional business priorities.
• Track regional campaign performance and share insights and recommendations with the Brand Manager to improve future planning.
• Support identification of emerging markets, retail clusters, and consumer hotspots for targeted activation.

Partnerships, Events & On-Ground Activations

• Execute on-ground partnerships with retailers, distributors, and event partners.
• Lead logistics, coordination, and on-site execution of exhibitions, trade events, consumer activations, and roadshows.
• Manage relationship with local and regional partners to ensure smooth delivery of activation commitments.
• Track partnership activation results and share performance data with the Brand Manager.

Marketing Operations & Project Coordination

• Maintain and update marketing execution trackers, campaign calendars, and operational dashboards.
• Coordinate across Sales, Digital, Influencer Marketing, PR, Product Development, Supply Chain, and external agencies to ensure timely delivery of execution milestones.
• Support packaging development, claims implementation, and launch readiness for new product introductions by coordinating internally and with vendors.
• Track budgets, raise purchase orders, and reconcile invoices for all BTL and shopper marketing spends.
• Prepare weekly/monthly execution reports, market visit reports, and performance summaries for the Brand Manager.

Agency & Vendor Management

• Manage and coordinate with activation agencies, fabrication vendors, printers, promoter agencies, and event partners for day-to-day execution.
• Brief agencies, track deliverables, review quality, and ensure timely completion within approved budgets.
• Track vendor purchase orders, invoices, and payment cycles.
• Maintain vendor relationships and share performance feedback with the Brand Manager.

Technical Skills and Knowledge:

• Upto 4 years of experience in BTL Marketing, Shopper Marketing, Trade Marketing, Field Marketing, Brand Activation, Channel Marketing, or Marketing Operations.
• Proven hands-on experience in retail activations, POSM execution, in-store branding, and shopper marketing.
• Experience coordinating and managing activation agencies, fabrication vendors, and promoter teams.
• Strong cross-functional collaboration with Sales, Digital Marketing, and external partners.
• Demonstrated ability to track, measure, and report on execution performance and business outcomes.
• Strong project management, organizational, and communication skills.
• Willingness to travel extensively across markets.