We're Hiring – Digital Marketing Manager

Location: ALPS Digital Pvt Ltd Chennai

ATL & BTL Marketing Manager – General Trade (GT)

Reporting To

Marketing Head / Business Head – Alps

Location

Tamil Nadu (Travel across assigned territories)

Purpose of the Role

To build Alps as the preferred Apple distribution partner by planning and executing ATL and BTL marketing initiatives that increase brand visibility, retailer engagement, lead generation, footfalls, sell-out, and market share across the General Trade channel.

The role will work closely with Sales, BDMs, Apple partners, retailers, agencies, and vendors to deliver measurable business outcomes.

Key Responsibilities

ATL Marketing

* Plan annual and quarterly ATL calendar.

* Execute radio, print, outdoor, transit, cinema and digital awareness campaigns.

* Ensure Apple brand guideline compliance.

* Coordinate with creative and media agencies.

* Measure campaign reach, impressions, recall and ROI.

BTL Marketing

* Design and execute retailer activation programs.

* Conduct roadshows, van campaigns and product demonstrations.

* Organize launch events, weekend activations and experience zones.

* Plan festive campaigns and seasonal promotions.

* Execute dealer meets and retailer appreciation programs.

* Coordinate promoter deployment and merchandising activities.

General Trade Development

* Support outlet expansion across Tamil Nadu.

* Improve visibility at retail outlets.

* Ensure branding materials are installed and maintained.

* Standardize in-store branding and display execution.

* Develop retailer engagement and loyalty initiatives.

Sales Enablement

* Work with ZMs and BDMs on local marketing plans.

* Support channel partners with co-marketing initiatives.

* Generate qualified leads through marketing campaigns.





* Drive footfalls and conversion programs.

* Improve sell-out through localized campaigns.

Trade Marketing

* Plan visibility drives across A, B and C category outlets.

* Execute POSM rollout.

* Manage demo devices and promotional materials.

* Track merchandising compliance.

* Improve share of shelf and in-store experience.

Event Management

* Product launches.

* Apple Experience Days.

* Campus activations.

* SME customer events.

* Consumer roadshows.

* Retail partner conferences.

* Regional trade meets.

Digital & Local Marketing

* Hyperlocal digital campaigns.

* WhatsApp marketing.

* Geo-targeted advertisements.

* Retailer social media kits.

* Influencer collaborations (where appropriate).

* Campaign landing pages and lead capture.

Vendor & Agency Management

* Manage creative, print and fabrication vendors.

* Negotiate rates and contracts.

* Ensure quality and timely execution.

* Monitor budgets and campaign effectiveness.

Budget Management

* Prepare annual and quarterly marketing budgets.

* Optimize ROI across ATL and BTL activities.

* Monitor spend against budget.

* Submit monthly utilization and ROI reports.

Analytics & Reporting

* Campaign performance analysis.

* Retail activation reports.

* Footfall vs sales conversion.

* Lead generation reports.

* Market intelligence.

* Competitor activity tracking.

* Monthly marketing dashboard.

Key Performance Indicators (KPIs)





* Marketing ROI

* Increase in GT sell-out

* Footfall generated through campaigns

* Leads generated

* Retailer participation rate

* Outlet branding compliance (%)

* POSM deployment accuracy

* Campaign execution on time (%)

* Budget adherence

* New outlet activation support

* Event satisfaction score

* Brand visibility score

* Sales uplift from campaigns

* Social and digital engagement metrics

Desired Skills

* ATL & BTL campaign planning

* Trade marketing

* Event management

* Vendor management

* Budget planning

* Retail marketing

* Digital marketing

* Negotiation

* Data analysis

* Project management

* Communication and presentation skills

* Strong execution orientation

Preferred Experience

* 5–8 years in FMCG, Consumer Electronics, Mobile, IT or Retail Distribution.

* Experience handling General Trade networks.

* Experience managing agencies and large-scale activations.

* Knowledge of Apple ecosystem or premium consumer electronics is an added advantage.

Education

* MBA in Marketing (Preferred)

* Graduate in Marketing, Business Administration or related discipline.

Success Measures (First 12 Months)

* Deliver annual ATL & BTL marketing calendar.

* Support expansion to 1,200 GT outlets.

* Achieve >95% outlet branding compliance.

* Execute monthly GT activation programs across all zones.

* Improve retailer engagement and participation.

* Deliver measurable sell-out growth through marketing initiatives.

* Build a strong Alps brand presence across Tamil Nadu General Trade.

Interested candidates can share their updated resume to : [email protected]

+91-XXXXXXXXXX

Pay: ₹35,000.00 - ₹60,000.00 per month

Benefits:

- Adaptable schedule

Work Location: In person

📌 Marketing manager (India)
🏢 ALPS Digital Devices
📍 India