JOB OPENING: BTL EXECUTIVE

Pet & Hygiene Care Products — Trade & Consumer Activation About S Labs Hygiene Care

S Labs Hygiene Care Private Limited is India's emerging leader in affordable premium pet grooming and hygiene care products. We are a brand-focused distributor dedicated to bringing high-quality, affordable pet wellness solutions to every corner of India through General Trade, Modern Trade, and Alternative Trade channels.

Our mission is simple yet powerful: to make premium pet hygiene care accessible to every pet parent, regardless of location. As we launch our Pet & Hygiene Care product line, we are looking for 2 BTL Executives to plan and execute on-ground consumer activation, retail visibility, and trade marketing programs across Hyderabad, working closely with the Brand Manager and field sales teams.

Role Summary In FMCG, BTL (Below-the-Line) refers to targeted, on-ground marketing and sales activation designed to directly engage consumers, drive product trials, increase retail visibility, and boost sales at the point of purchase — as distinct from ATL (TV, radio, print). The BTL Executive is responsible for planning, executing, and evaluating consumer activation campaigns, retail promotions, dealer engagement programs, merchandising, and field marketing initiatives to increase brand awareness and sales for S Labs' pet hygiene portfolio. Key Responsibilities

1.

Consumer

Activation

- Plan and execute product sampling campaigns.
- Conduct in-store demonstrations.
- Organise roadshows, kiosks, and mall activations.
- Manage promotional events.

2.

Retail

Visibility

- Ensure proper Point-of-Sale Material (POSM) placement.
- Monitor branding at retail outlets.
- Improve shelf visibility and merchandising.
- Coordinate display contests.

3.

Trade

Marketing

- Execute retailer incentive schemes.
- Support distributor promotions.
- Implement seasonal promotional campaigns.
- Coordinate dealer engagement activities.

4.

Event

Management

- Plan local marketing events.
- Coordinate with agencies and vendors.
- Manage event logistics.
- Ensure brand guidelines are followed.

5.

Vendor

Management





- Select and supervise activation agencies.
- Negotiate vendor costs.
- Monitor campaign quality.
- Ensure timely execution.

6.

Budget

Management

- Prepare campaign budgets.
- Track expenses.
- Optimise marketing ROI.
- Maintain cost efficiency.

7.

Performance

Tracking

- Measure campaign effectiveness.
- Analyse sales uplift.
- Prepare post-campaign reports.
- Recommend improvements.
- Cross-functional Coordination
- Work closely with Sales teams.
- Coordinate with Brand Marketing.
- Liaise with Supply Chain for promotional materials.
- Support distributors and channel partners.

Required Skills Marketing Skills

- Trade marketing, consumer promotions, brand activation, merchandising, retail marketing, shopper marketing, event planning, product launch execution.

Sales Skills

- Retail channel understanding, distributor management, dealer relationship management, sales promotion planning, market expansion, territory understanding.

Analytical Skills

- ROI analysis, sales data interpretation, campaign performance measurement, budget tracking, Excel reporting, dashboard preparation.

Communication Skills

- Vendor coordination, agency management, negotiation, presentation skills, retailer communication, stakeholder management.

Project Management Skills

- Planning, scheduling, resource allocation, execution, time management, problem solving.

Digital Skills

- MS Excel (advanced), PowerPoint, Google Sheets, CRM tools, ERP (SAP/Oracle preferred), Power BI (preferred), Canva or Adobe Express (basic creative coordination).

Soft Skills

- Leadership, creativity, decision-making, attention to detail, adaptability, teamwork, customer-centric mindset, ability to work under pressure.

Preferred

Experience

- FMCG industry experience




- Retail activation
- Trade marketing
- Distributor network management
- Event execution
- Consumer engagement campaigns
- Merchandising experience
- Field sales exposure Key Performance Indicators (KPIs)

rget

Campaign execution- 100% on time

Retail coverage - Increase numeric and weighted distribution

Product visibility - Improved shelf share and display quality

Consumer engagement - Higher footfall and sampling conversion

Sales uplift - Positive sales growth during promotions

Budget adherence - Within approved budget

ROI - Positive campaign ROI

POSM deployment - 100% deployment across target outlets

Vendor performance - Timely, quality execution

Qualifications

- MBA/PGDM in Marketing (preferred), or bachelor’s degree in business, Marketing, or a related field.
- Minimum 5 years of experience in FMCG trade marketing, BTL marketing, or sales activation, with GT/MT trade exposure.

Ideal

Profile A successful BTL Executive at S Labs combines strong marketing execution with field sales understanding. They excel at coordinating retail activations, managing agencies and distributors, ensuring impactful in-store branding, and using campaign data to improve ROI. They are highly organised, comfortable working in the field across Hyderabad, and capable of turning brand strategies into measurable sales growth for a fast-scaling pet hygiene brand.

What We

Offer

- A hands-on trade and consumer activation role shaping how the S Labs brand shows up at retail from day one.
- Close collaboration with the Brand Manager and field sales team on campaign strategy and execution.
- A fast-paced, entrepreneurial environment with room to grow into senior trade marketing roles.

How to Apply Interested candidates may share their updated resume along with a brief note on relevant BTL/trade marketing and activation experience to: [email protected] | [email protected] | Subject line: “Application – BTL Executive” Reach out to us for more details: +91 92472 34569

S Labs Hygiene Care Private Limited is an equal chance employer.

📌 Marketing Executive (Hyderabad)
🏢 S Labs Hygiene Care
📍 Hyderabad