THE ROLE

Description:

Campaign Execution & Operations (70% of role)

- Execute direct-response campaigns across outdoor (hoardings, metro stations, bus shelters), print (national + regional newspapers), radio, and TV in 50+ cities

- Priority channels: Outdoor and print are primary focus; radio is tertiary; TV is exploratory for future scale

- Manage end-to-end campaign delivery: vendor coordination, placement booking, timeline management, quality control, on-ground verification

- Build the operational playbook: systems, processes, checklists for multi-city rollout

- Identify high-traffic advertising spots in each city that drive foot traffic to clinics and online leads

- Conduct physical site audits: verify hoarding placements, print ad quality, contracted deliverables

Media Planning & Buying (Core Strength Required)

- Own the xx cr offline budget with full P&L accountability

- Negotiate and buy media across Tier-1, Tier-2, Tier-3 cities: outdoor vendors, print media houses, radio stations, and TV networks

- Master regional media landscape: understand pricing, vendor dynamics, seasonal fluctuations

- Build and manage relationships with outdoor agencies, print publications, radio companies, and TV media houses across India

- Extract maximum value: negotiate volume discounts, secure prime placements, identify distress inventory opportunities

- Audit vendor delivery rigorously: catch fraud, demand refunds for non-performance, hold vendors accountable

Performance Measurement & Optimization (Critical)

- Build lead attribution infrastructure for offline campaigns (QR codes, unique phone numbers, promo codes, landing pages, location tagging)

- Track and report daily: Cost per lead, foot traffic uplift, lead-to-customer conversion, ROI by city/channel/placement

- Conduct ongoing campaign optimization: kill underperforming placements within 2 weeks, reallocate budget to winners

- Partner with Director of Growth (digital) to benchmark offline vs. digital CPL and optimize total marketing mix

- Present performance data to Founders weekly: what's working, what's not, what you're changing

Creative Coordination (Not Creative Creation)

- Work with Founders and copywriters to execute creative briefs

- Provide market feedback: what messages resonate in which cities, audience insights from ground

- Coordinate A/B testing of creative variations based on performance data

- Ensure brand consistency and messaging clarity across all placements

- You don't write the ads instead you make sure they get placed correctly and deliver results

Team & Vendor Management

- Build and manage team: media buyers, coordinators, city-level field staff (as scale requires)

- Liaise with city-level agencies for outdoor media, print placement, radio bookings, TV media houses, and on-ground execution

- Build vendor scorecards: delivery quality, negotiation leverage, responsiveness, fraud tracking

- Handle day-to-day operations: spot identification, booking confirmations, creative trafficking, invoicing, payment cycles

- Create systems that can scale from 50 to 100+ cities without Founder dependency.

REQUIREMENTS SUMMARY

Must-have:

- 8+ years B2C marketing (healthcare/wellness/D2C/FMCG preferred)

- Managed 10cr+ offline budgets with measurable lead attribution

- Negotiated media buys across 20+ cities (Tier-1, Tier-2, Tier-3)

- Hands-on experience with outdoor (hoardings, transit), print, radio, TV advertising

- Strong vendor management and negotiation skills

- Data-driven mindset: performance tracking, budget optimization, ROI accountability

- Proven ability to build operational systems and manage teams

Good-to-have:

- Understanding of direct-response marketing principles (can guide copywriters on what works)

- Experience in Ayurveda/healthcare/wellness categories (understands trust-building in sensitive categories)

- Built and scaled marketing operations from scratch

- Comfortable with ambiguity and building in fast-growth environments