Manager / Senior Manager Visual Merchandising, CRM & BTL Activation

Function: Brand Marketing / Retail Marketing / VM for EBO Channel

Reporting To: Retail Head

Experience: 8 - 15 years in Brand Marketing / Retail Marketing / VM, within Consumer Durables, Appliances, Retail or FMCG

CTC Band: Can be discussed

Location: Bangalore

Team Size: 2

Role Purpose:

Stovekraft is looking for a hands-on Brand Marketing professional to own execution across three connected, on-ground functions: Visual Merchandising (VM), Retail CRM, and BTL Activation. This is an individual-contributor-to-small-team execution role the focus is on driving EBO sales, Customer Acquisition, and Brand visibility at the point of purchase across EBO retail channels.

Key Result Areas (KRAs):

1. Visual Merchandising:

- Roll out and implement brand-approved VM guidelines across Exclusive Brand Outlets

- Plan and execute in-store/counter displays, POS materials, danglers, shelf-strips, and demo counters

- Conduct periodic VM audits across the retail network and drive compliance closure.

- Track share-of-shelf and visibility benchmarking against competition (Prestige, Bajaj, Butterfly, etc.)

- Coordinate with vendors/agencies for production and installation of display materials within budget and timelines

2. CRM (Retail):

- Execute retail EBO loyalty and incentive scheme operations (points, redemptions, scheme communication)

- Maintain and update the retail CRM database and portal hygiene.

- Coordinate agencies also various external retail platforms, communication cadence, and scheme redemption cycles

- Support consumer-facing CRM inputs (warranty registrations, service feedback loops) where relevant to brand engagement

3. BTL Activation:

- Execute the regional BTL activation calendar road shows, in-shop demonstrations, sampling drives

- Plan and deliver festive/seasonal activations (Diwali, wedding season, summer/appliance peak periods)

- Manage regional activation vendors and budgets within approved limits

- Track on-ground ROI footfall, conversion at counter, and activation-linked secondary sales lift

- Support centralised co-op marketing initiatives.

What Success Looks Like:

- Improved VM compliance scores and share-of-shelf across key channels

- Higher customer retention and engagement

- Measurable footfall-to-conversion lift from BTL activations

Candidate Profile:

- 8- 15 years of experience in Brand Marketing, Retail Marketing, or Visual Merchandising within Consumer Durables, Appliances, Retail or FMCG

- Prior exposure to at least two of the three areas (VM, CRM, BTL) is essential; full ownership of all three at strategic level is not expected

- Strong on-ground execution orientation with comfort in regional travel and retail-network management

- Experience managing vendor/agency relationships and activation budgets

- Working knowledge of retail/channel CRM tools or portals is an advantage