Manager II - Category Growth

Job Title: Manager BTL Operations, Market Activations

Level: M2

Location: On-field / City-based-Patna, Bhopal, Pune, Trivandrum

Role Summary

We are looking for a field-first BTL team member who can own feet-on-street execution across recce, market activations, and competitive intelligence. The role requires someone who is comfortable spending most of their time on ground, coordinating with vendors and internal teams, ensuring flawless execution of BTL activities, and bringing back sharp market insights from customers, retailers, competitors, and catchments.

Key Responsibilities

1. Conduct recce across target markets, societies, stores, high-footfall zones, campuses, events, and other relevant catchments.
2. Identify and recommend suitable activation locations based on footfall, audience fit, permissions, visibility, competitor presence, and execution feasibility.
3. Execute on-ground BTL activities such as kiosks, society activations, sampling, leaflet distribution, van activations, store-led campaigns, consumer engagement drives, and local market interventions.

4. Coordinate with vendors, promoters, manpower agencies, society managers, store teams, and local stakeholders for smooth execution.
5. Ensure all activation elements are deployed as planned, including branding, collaterals, merchandise, promoter briefing, sampling stock, and reporting formats.
6. Track execution hygiene, promoter attendance, customer interactions, leads, sampling numbers, conversion metrics, and campaign-level outcomes.
7. Conduct regular market research to capture insights on competition, assortment, pricing, offers, consumer behavior, retailer feedback, and local market trends.
8. Share structured daily and weekly reports with photos, observations, issues, learnings, and recommendations.
9. Monitor competitor BTL activities, store visibility, product assortment, pricing, and promotional schemes in assigned markets.
10. Support city/category/marketing teams with on-ground intelligence to improve campaign planning and local execution.
11. Ensure adherence to timelines, budgets, brand guidelines, and compliance requirements during all field activities.
12. Solve on-ground issues quickly, including manpower gaps, permission challenges, material shortages, or location-level execution blockers.

Desired Candidate Profile

1. 2-5 years of experience in BTL execution, field marketing, trade marketing, market activations, retail operations, or sales operations.
2. Strong on-ground execution mindset with willingness to travel extensively within the city/region.
3. Good understanding of local markets, consumer behavior, retail environments, and catchment dynamics.
4. Ability to manage promoters, vendors, agencies, and multiple field locations independently.
5. Strong observation skills with the ability to convert market visits into actionable insights.
6. Comfortable with basic reporting, Excel/Google Sheets, WhatsApp-based coordination, photo documentation, and daily updates.
7. Good communication and stakeholder management skills.
8. High ownership, street-smart problem solving, and ability to work in fast-paced execution-heavy environments.

Preferred Background

Candidates from FMCG, retail, quick commerce, e-commerce, consumer internet, telecom, food delivery, events, activations agencies, or trade marketing backgrounds will be preferred.

Key Skills

BTL Execution, Field Marketing, Market Recce, On-ground Activations, Vendor Coordination, Promoter Management, Market Research, Competition Tracking, Retail Insights, Consumer Engagement, Local Area Marketing, Campaign Reporting.