Lead – BTL and Inclusion

Purpose of Job

The incumbent is required to manage Airtel Payments Bank's visibility from the BTL (Retail/Merchant/Activations/Events) perspective. This would also include developing tactical creative, as and when required, for various Distribution channels, duly discussed with the concerned stakeholders (Central Distribution). The primary objective of the incumbent would be to assist the sales and distribution teams in acquisition through retailer/merchant channels.

Job Description

·       Create visibility to drive TOMA and brand preference at all Distribution channels (Retailers/Merchants/Alliance Partners).

·       Devise brand collateral strategy in line with the business requirements and plan the budget for the same.

·       Be the Marketing SPOC for the Product division (RnM, FS etc.) and devise tactical campaign development enabling acquisition.

·       Managing Retail/Activation agency relationships, including evaluation and association.

·       Owning Retail/Activation aspects of every campaign, including, but not limited to

o   Communication brief development, strategy and creative development with agency stakeholders

o   End-to-End Campaign Execution

o   Campaign budgeting and operations, along with control of inventory for optimal usage

·       Providing visibility and engagement at sales-led activations/events at the circle level

·       Internal stakeholder alignments including compliance, legal, alliances, sales, finance, SCM, etc.

·       Achieving Marketing and Brand KPIs for campaigns including Awareness, Preference etc.

·       Achieving Business KPIs for campaigns including throughput, usage etc

·       Retail/POS innovations in alignment with the Merchant/Alliances/Distribution team

·       Developing and fostering the team of Regional Marketing Managers to ensure 100% execution at the circle level, thus providing last-mile solutions to circle S&D teams.

Plan and drive ROI-linked micro-marketing initiatives, aligned with business teams, with a key focus on scaling up revenue—acquisition, AePS, Remittance, Insurance, etc.

Experience

12 – 15 years’ experience in Marketing Communication planning and execution across BFSI, Consumer Durable, or Telecom industry across territories in India.

Skill Set

Proficient in data reporting (excel, powerpoint etc.)

Interact effectively within CFTs, including CXOs

High emotional intelligence and problem-solving skill

Qualification

Post Graduate / MBA – Marketing