Lead - BTL Marketing - Banking

Job Title: Lead - BTL Marketing

Location: Gurgaon

Experience: 12-18 Years

Industry Preference: BFSI / NBFC / Housing Finance / Banking

Role Overview:

Our Client is looking for an experienced Lead - BTL Marketing to drive on-ground marketing initiatives and strengthen brand presence across key markets. The role will be responsible for designing and executing Below-The-Line (BTL) marketing strategies, managing regional activations, and supporting business growth through targeted customer engagement initiatives.

Key Responsibilities:

BTL Strategy & Execution

- Develop and execute BTL marketing strategies to drive brand visibility, lead generation, and customer acquisition.

- Plan and manage on-ground marketing campaigns, events, activations, and local marketing initiatives across key markets.

- Work closely with sales teams to ensure alignment between marketing initiatives and business objectives.

Channel & Partner Engagement

- Drive marketing initiatives through channel partners, builders, DSAs, and local networks.

- Conceptualize and implement local partnerships, promotional campaigns, and community engagement activities.

Campaign Management

- Plan and execute regional campaigns, roadshows, branch activations, and customer engagement programs.

- Monitor campaign performance and optimize strategies based on ROI and lead conversion metrics.

Vendor & Budget Management

- Manage agencies, vendors, and event partners for execution of BTL activities.

- Ensure efficient budget utilization and cost optimization across campaigns.

Cross-functional Collaboration

- Work closely with sales, digital marketing, and product teams to drive integrated marketing initiatives.

- Support the business teams with market insights, competitive analysis, and localized marketing plans.

Candidate Profile:

- 12-18 years of experience in BTL / field marketing, preferably within BFSI, NBFC, Housing Finance, or banking sectors.

- Strong experience in regional marketing, brand activations, and on-ground campaigns.

- Proven track record in driving customer acquisition and lead generation through BTL initiatives.

- Experience in managing agencies, vendors, and large-scale marketing activations.

- Strong stakeholder management and collaboration skills.