Key Responsibilities

- Strategic Planning Develop and implement annual marketing plans aligned with business objectives.

- Design integrated campaigns combining ATL and BTL initiatives.

- Conduct market research, competitor analysis, and customer insights evaluation.

- Manage marketing budgets and ensure optimal ROI.

- ATL (Above The Line) Marketing Activities Focus: Mass audience brand awareness.

- Plan and execute advertising campaigns across: Television Radio Newspapers Magazines Outdoor (billboards, transit ads) Cinema advertising Coordinate with advertising agencies and media buying agencies.

- Develop creative briefs and oversee production of TVCs, radio spots, and print creatives.

- Monitor media performance metrics (reach, GRP, impressions).

- Ensure brand consistency across all mass media platforms.

- Negotiate media rates and optimize media mix.

- BTL (Below The Line) Marketing Activities Focus: Targeted promotions and direct engagement.

- Plan and manage: In-store promotions Trade marketing initiatives Product sampling campaigns Roadshows and activations Events and exhibitions Direct marketing campaigns (SMS, email) Develop POSM (Point of Sale Materials).





- Coordinate with sales teams for retail visibility and promotions.

- Manage vendor partnerships for activations and events.

- Track campaign effectiveness and conversion metrics.

- Execute local marketing initiatives to drive footfall and sales.

- Digital & Integrated Marketing Support digital marketing campaigns (social media, performance ads).

- Align ATL campaigns with digital amplification.

- Oversee website content and landing pages.

- Monitor campaign analytics and reporting.

- Brand Management Ensure brand guidelines are followed across all channels.

- Manage product launches and rebranding initiatives.

- Conduct brand performance analysis and reporting.

- Team & Stakeholder Management Lead and mentor marketing team members.

- Collaborate with Sales, Product, and Finance teams.

- Manage external agencies and vendors.

Key Performance Indicators (KPIs)

- Brand awareness growth Market share increase Campaign ROI Lead generation & conversions Sales growth from promotional activities Cost efficiency vs budget

📌 Marketing Manager (Kolkata)
🏢 KINETO INDIA
📍 Kolkata