Swiggy - Manager - BTL Marketing

Manager - BTL Marketing

Ways of working: Mandate 3 : Onsite - Office / Field: Employees are expected to work from the office on all days out of their respective base locations.

About Swiggy Instamart :

Swiggy Instamart, is building the convenience grocery segment in India. We offer more than 40000 items to our customers within 10-15 mins. We are striving to augment our consumer promise of enabling unparalleled convenience by making grocery delivery instant and delightful. Instamart has been operating in 120+ cities across India and plan to expand to a few more soon. We have seen immense love from the customers till now and are excited to redefine how India shops.

Roles & Responsibilities:

BTL Strategy & Framework:

- Design the overarching BTL roadmap for the brand launch, identifying high-affinity "pockets" where our target audience lives, commutes, and shops.

Ownership of "Wacky" Activations:

- Lead the conceptualization and high-stakes execution of "Out-of-the-Box" marketing stunts.

- You will be expected to turn wild ideas into reality to drive massive top-of-funnel awareness.

Continuous Growth Through Physical Loops:

- Move beyond one-off events to create repeatable "Growth Engines" on the ground-such as hyper-local referral hubs, society-level subscription drives, and community-based sampling programs.

End-to-End Campaign Management:

- Own the BTL lifecycle from vendor scouting and negotiation to fabrication, promoter training, and post-activation auditing.

Creative Scoping for Offline:

- Work closely with design teams to create POSM (Point of Sale Material) and activation setups ensuring the brand aesthetic is maintained across all touchpoints.

Budget & ROI Ownership:

- Manage a significant BTL budget, with a ruthless focus on Cost Per Trial (CPT) and Cost Per Acquisition (CPA).

- You will be responsible for proving the ROI of offline efforts through data-backed reporting.

Field Intelligence:

- Build a feedback loop from the ground up.

- You will synthesize consumer reactions from the field to provide the product and GTM teams with insights on pricing sensitivity, packaging appeal, and competitor moves.

Desired Skills & Experience:

- 3-5 years of experience in BTL, Rural Marketing, or Experimental Marketing.

- Candidates from Telecom, FMCG, or Fintech (Payment Apps) who have managed large-scale ground activations are preferred.

- A proven track record of "Growth Hacking" in the offline world.

- You should have examples of how you gained massive visibility using unconventional methods rather than just standard billboards.

- Existing relationships with high-quality BTL agencies and fabricators across major urban and semi-urban hubs.

- Strong marketing knowledge with problem solving skills, ability to hustle and get things done in minimum time frames

- Ability to use tools to bridge the gap between offline activations and online app conversions.

- Extreme attention to detail and willingness to roll up your sleeves - high ownership & action -bias