Job Description – Assistant Manager – Marketing (ATL & BTL)

Position: Assistant Manager – Marketing (ATL & BTL)
Department: Marketing
Location: Gurgaon
Reporting To: Marketing Manager / Head – Marketing

Role Purpose

The Assistant Manager – Marketing will support the planning and execution of ATL and BTL marketing initiatives to strengthen brand visibility, drive customer engagement, support business objectives, and ensure consistent brand communication across channels.

Key Responsibilities

ATL Marketing

- Support planning and execution of ATL campaigns across print, outdoor, radio, digital and other relevant media.

- Coordinate with media agencies for campaign planning, media buying, execution and reporting.

- Assist in developing media plans based on campaign objectives, target audience and budgets.

- Monitor campaign performance and ensure timely execution of all media activities.

- Track competitor campaigns, market trends and relevant advertising opportunities.

BTL & Activation
- Plan and execute BTL activities including store activations, mall activations, events, exhibitions, local promotions and customer engagement initiatives.

- Coordinate with internal teams, agencies, vendors and retail teams for smooth execution.

- Support local marketing initiatives to drive store footfall and sales.

- Ensure all activations are aligned with brand guidelines and campaign objectives.

- Manage on-ground execution, vendor coordination and post-activity reporting.

Campaign Management
- Assist in end-to-end execution of marketing campaigns from briefing to execution and post-campaign analysis.

- Coordinate with Creative, Retail, VM, E-commerce, Buying & Merchandising and other cross-functional teams.

- Prepare campaign briefs and coordinate with creative agencies for marketing collaterals.





- Ensure timely delivery of all campaign assets and communication materials.

- Maintain campaign calendars and track timelines, budgets and deliverables.

Budget & Vendor Management
- Support marketing budget planning and tracking for ATL and BTL activities.

- Coordinate with vendors and agencies for quotations, negotiations, execution and payments.

- Maintain records of marketing spends and ensure activities are delivered within approved budgets.

- Evaluate vendor performance and maintain strong agency/vendor relationships.

Reporting & Analysis
- Track campaign performance and prepare regular marketing reports.

- Analyse key metrics such as reach, engagement, footfall, response and campaign ROI wherever applicable.

- Conduct post-campaign reviews and identify areas for improvement.

- Monitor competitor marketing activities and provide relevant market insights.

Key Skills & Competencies

- Strong understanding of ATL and BTL marketing concepts.

- Good campaign planning and execution skills.

- Robust coordination and stakeholder management abilities.

- Good communication and presentation skills.

- Strong organisational and project management skills.

- Basic understanding of marketing analytics and campaign performance metrics.

- Vendor and agency management skills.

- Proficiency in MS Excel and PowerPoint.

- Ability to manage multiple campaigns and deadlines simultaneously.

- Strong commercial understanding and attention to detail.

Qualification & Experience

- Graduate/Postgraduate in Marketing, Advertising, Mass Communication, Business Management or a related field.

- 3–5 years of experience in marketing, preferably in retail, fashion, lifestyle, FMCG or consumer brands.

- Experience in both ATL and BTL campaign execution will be preferred.

- Exposure to retail/store marketing and on-ground activations will be an added advantage.

📌 Assistant Manager - Marketing (India)
🏢 BIBA
📍 India