· ​A Job Description (JD) for an ATL (Above the Line) and BTL (Below the Line) Marketing Manager outlines a role focused on driving brand awareness through mass media
ATL Strategy & Execution:
o Design mass-awareness campaigns across television, radio, print, cinema, and outdoor billboards.
o Manage media planning, budgeting, and relations with external creative and media buying agencies.
· BTL Strategy & Execution:
o Plan targeted local activations, experiential marketing, retail/point-of-sale (POS) displays, and trade shows.
· Drive direct consumer engagement initiatives, loyalty programs, and localized launch events.
· Budget & Vendor Management:
o Allocate and track the yearly marketing budget across channels for optimal ROI.
o Negotiate contracts with event vendors, print houses, and promotional partners.
· Cross-Functional Collaboration:




o Work closely with the sales team to align BTL lead-generation tactics with ground requirements.
o Partner with the digital/content teams to ensure a unified Through-the-Line (TTL) message.
· Performance Tracking:
o Monitor campaign metrics, footfall conversions, lead generation, and brand tracking studies.

Requirements
· Education: Bachelor’s or Master’s degree in Marketing, Business Administration, or related field.
· Experience: 5 to 8 years of proven experience in brand management or general marketing, handling offline and on-ground campaigns.
· Skills:
· Robust understanding of media mix dynamics (ATL vs. BTL).
· Excellent vendor negotiation and project management skills.
· Budget management and analytical capabilities

📌 ATL & BTL Manager - Marketing (Chennai)
🏢 Adityaram Properties Private
📍 Chennai