Manager - Experiential Marketing

Overview

Individual Contributor role owning retail activation and experiential marketing for the West region, with functional oversight and mentoring of marketing resources supporting the North region.

What you'll do

• Support development and execution of regional experiential marketing and retail activation strategies aligned with brand and business objectives.
• Translate national marketing campaigns and brand priorities into regional and local market activation plans.
• Identify and develop innovative retail experiences, events, activations and localized campaigns relevant to the target consumer.
• Plan, coordinate and execute integrated marketing campaigns across retail, experiential, events, print, digital and other channels; own the regional campaign calendar.
• Prepare campaign briefs, execution plans, timelines and deliverables, and monitor implementation from conceptualization through closure.
• Partner with Retail Operations and Sales to increase footfall, engagement and conversion through localized store activations, store launches and store anniversaries.
• Plan and execute experiential events, brand experiences and promotional events, and identify partnerships, sponsorships and collaborations.
• Coordinate with athletes, influencers, event partners, malls and retailers where applicable.
• Monitor market trends, consumer behavior and competitor marketing activities, and provide regional consumer insights.
• Ensure consistent implementation of brand guidelines across regional activations, collateral and event branding.
• Prepare creative briefs and coordinate with internal creative teams and external agencies on campaign and activation communication.
• Coordinate with digital and social media teams to amplify retail and experiential initiatives.
• Take end-to-end ownership of regional activation plans, calendar, execution quality and issue resolution.
• Provide functional guidance, mentorship and deliverable tracking for North region marketing resources, and ensure consistency of execution, brand standards and reporting across West and North.
• Identify, brief, evaluate and manage experiential, event, production and other marketing agencies and vendors.
• Support planning and management of regional marketing and activation budgets, track spend, and identify cost optimization opportunities.
• Establish KPIs, track campaign performance and footfall, prepare regular reports, and conduct post-campaign analysis with recommendations.
• Collaborate with Marketing, VM, Retail Operations, Sales, Digital, Creative and Finance stakeholders to coordinate campaign requirements and timelines.

What you'll need

• Postgraduate / MBA in Marketing from a recognized institute.
• 7+ years of relevant experience in Marketing, Experiential Marketing, Retail Marketing, Brand Activation, Events or a related field.
• Strong hands-on experience in experiential marketing, retail activations, events and campaign execution.
• Experience managing multiple projects and stakeholders simultaneously.
• Strong understanding of retail marketing and consumer engagement.
• Experience working with creative, experiential and event agencies.
• Ability to independently manage regional marketing initiatives from planning to execution and evaluation.
• Strong commercial understanding and ability to manage marketing budgets effectively.
• Strong analytical and problem-solving skills.
• Excellent communication, presentation and stakeholder management skills.
• Ability to work in a fast-paced, deadline-driven retail environment.
• Proficiency in Microsoft Excel, PowerPoint and Word, with strong presentation and report-making skills.
• Ability to interpret campaign data and derive actionable insights.

Nice to have

• Experience in retail, consumer-facing, lifestyle, footwear, fashion, FMCG, consumer durables or other retail-oriented industries.
• Experience in mentoring or guiding junior/peer resources.
• Additional certification in Digital Marketing, Brand Management, Experiential Marketing or Event Management.
• Familiarity with digital marketing and social media platforms.

Details

• Joining location: Mumbai – Andheri East.
• Individual Contributor role with regional responsibility for the West region and oversight of North region resources.
• Reports to Senior Manager – Marketing & VM.