Head - BTL & Branding - FMCG/FMCD

Role Purpose:

A strategic leadership role responsible for driving below-the-line excellence and end-to-end customer experience at Experience Centres, while building and scaling Product strong Value-for-Money (VFM) brand. The role will shape differentiated brand experiences, strengthen conversion across touchpoints, and support Product multi-brand growth agenda.

Key Responsibilities:

1. BTL & Experiential Strategy:

- Define and lead the national BTL and experiential marketing strategy aligned to brand, sales, and channel priorities.

- Own dealer, OEM, distributor, architect, and carpenter engagement programs with a sharp focus on conversion and trials.

- Lead complete visibility management across channels including in-store branding, merchandising, POSM, and on-ground brand assets.

- Ensure consistent execution of visual identity, planograms, and merchandising standards across Experience Centres and partner outlets.

- Design scalable activation and merchandising playbooks across Experience Centres, trade shows, exhibitions, and regional activations.

2. Customer Experience (CX) - Experience Centres/Franchisee Stores:

- Translate brand promise into immersive, emotionally engaging, and conversion-led experiences.

- Drive standardization of journeys, storytelling, demonstrations, and service protocols.

3. Brand Head - (VFM Brand):

- Build Hepo as a distinct, credible, and scalable VFM brand without diluting premium equity.

- Own brand positioning, messaging, and activation strategy across BTL, digital-first and trade-led ecosystems.

- Work closely with sales to enable faster trials, wider reach, and higher throughput in price-sensitive segments.

4. Strategic Alignment & Leadership:

- Act as a strategic partner to Sales, Product, Retail Design, and Digital teams.

- Lead agency ecosystems (BTL, retail, CX, events, Creative) with clear KPIs and ROI accountability.

- Build and mentor a high-performance team across BTL, CX, and brand execution.

Key Outcomes (12-24 Months):

- Stronger BTL ROI with measurable impact on leads, trials, and sales.

- Consistent, differentiated brand experience across touchpoints and cities.

- Elevated Experience Centre effectiveness as a core demand and conversion engine.

- Clear market traction and brand recognition for Hepo in the VFM segment.

Critical Capabilities:

- Strong grounding in brand strategy with deep BTL and experiential expertise.

- Proven experience in CX design and retail / experience centre management.

Desired Candidate:

- 12-18 years of experience in Brand roles with special emphasis on BTL, experiential marketing, retail CX

- Experience in building materials, home improvement, FMCG/FMCD, or consumer durables preferred.

- Demonstrated success in scaling brands and managing multi-city activations.