ATL & BTL Manager - Marketing

·       A Job Description (JD) for an ATL (Above the Line) and BTL (Below the Line) Marketing Manager outlines a role focused on driving brand awareness through mass media

o   Design mass-awareness campaigns across television, radio, print, cinema, and outdoor billboards.

o   Manage media planning, budgeting, and relations with external creative and media buying agencies.

·       BTL Strategy & Execution:

o   Plan targeted local activations, experiential marketing, retail/point-of-sale (POS) displays, and trade shows.

·       Drive direct consumer engagement initiatives, loyalty programs, and localized launch events.

·       Budget & Vendor Management:

o   Allocate and track the yearly marketing budget across channels for optimal ROI.

o   Negotiate contracts with event vendors, print houses, and promotional partners.

·       Cross-Functional Collaboration:

o   Work closely with the sales team to align BTL lead-generation tactics with ground requirements.

o   Partner with the digital/content teams to ensure a unified Through-the-Line (TTL) message.

·       Performance Tracking:

o   Monitor campaign metrics, footfall conversions, lead generation, and brand tracking studies.

Requirements

·  Education: Bachelor’s or Master’s degree in Marketing, Business Administration, or related field.

·  Experience: 5 to 8 years of proven experience in brand management or general marketing, handling offline and on-ground campaigns.

·  Skills:

·       Strong understanding of media mix dynamics (ATL vs. BTL).

·       Excellent vendor negotiation and project management skills.

·       Budget management and analytical capabilities