Role Overview

The BTL Marketing Manager will be responsible for planning and executing Below-the-Line marketing campaigns, rural activations, farmer engagement programs, dealer activations, exhibitions and on-ground brand initiatives. The role will combine brand building + lead generation, with a strong focus on reaching farmers and tractor buyers at the grassroots level.

Responsibilities

- BTL Campaign Planning &
- Execution: Develop and execute BTL marketing campaigns across key tractor and agricultural markets. Plan village activations, farmer meets, roadshows, tractor fairs, exhibitions and Kisan Melas. Develop innovative on-ground campaigns to increase Tractor Junction's brand awareness and engagement. Manage complete campaign execution from planning to post-campaign reporting.

- Rural &

- Farmer Activations: Conduct Kisan Chaupal, farmer meets and village-level awareness programs. Identify high-potential rural markets and develop location-specific activation plans. Engage farmers through contests, demonstrations, quizzes and experiential activities. Ensure communication is relevant to local farming communities and regional markets.

- Dealer &

- Brand Activations: Work closely with tractor dealers and OEM partners for co-branded activations. Organise test-drive events, dealer meets and tractor comparison/awareness campaigns. Build partnerships with local dealers, mandis, farmer groups and relevant stakeholders. Support dealer lead-generation initiatives.

- Lead Generation: Design BTL campaigns with measurable lead-generation objectives. Implement QR-based registrations, WhatsApp campaigns, missed-call campaigns and on-ground lead collection.



Ensure leads generated through activations are accurately captured and handed over to relevant sales/telecalling teams. Track lead quality, conversion and ROI of campaigns.

- Events &

- Exhibitions: Manage Tractor Junction participation in Kisan Melas, Agriculture exhibitions, Tractor expos, Rural events, Dealer events, Government/agriculture-related events. Manage vendors, agencies, stalls, branding, manpower and logistics.

- Rural Branding &

- Visibility: Plan and execute wall paintings, Mandi branding, hoardings, rural outdoor campaigns, transit branding, shop branding, tractor-route branding. Identify high-footfall locations for maximum brand visibility.

- Agency &

- Vendor Management: Identify and manage BTL agencies, event agencies and local vendors. Negotiate commercials and ensure cost-effective execution. Monitor vendor performance and campaign quality. Ensure adherence to timelines and approved budgets.

- Budget &

- ROI Management: Prepare campaign budgets and manage spends effectively. Track cost per lead, lead quality, activation reach and campaign ROI. Prepare post-campaign reports with insights and recommendations.

- Cross-functional Collaboration: Work closely with Sales, Dealer Network, Content, Digital Marketing and Product teams. Align BTL campaigns with Tractor Junction's overall brand and business objectives. Provide market insights and farmer feedback to internal teams.

- Key KPIs:



Number of BTL activations executed

- Farmer reach and engagement
- Qualified leads generated
- Cost per lead
- Lead-to-conversion rate
- Dealer participation
- Campaign ROI
- Event/exhibition performance
- Rural brand visibility
- Campaign execution within budget and timelines.

Candidate Profile / Qualifications

- 5-8 years of experience in BTL, rural marketing, experiential marketing, events or activation marketing.

- Experience in FMCG, automobile, agriculture, tractor, rural fintech, agri-tech or similar sectors preferred.

- Strong understanding of rural and semi-urban markets.

- Experience managing on-ground campaigns across multiple locations.

- Strong agency and vendor management skills.

- Excellent execution, negotiation and project-management abilities.

- Willingness to travel extensively across markets.

- Strong understanding of lead-generation and campaign ROI.

- Ability to work independently in a quick-paced environment.

Skills &
- Competencies

- BTL Marketing

- Rural Marketing

- Farmer Activation

- Experiential Marketing

- Events

- Kisan Mela

- Lead Generation

- Agency Management

- Vendor Management

Ideal Candidate

The ideal candidate should be a hands-on BTL marketer who can take a campaign from concept vendor management on-ground execution lead generation ROI measurement, with a strong understanding of India's rural and agricultural ecosystem.

Disclaimer: This job posting has been aggregated from external source. Role details, content, and availability are subject to change. Applicants are advised to confirm the latest information directly on the company website before applying.

📌 BTL Marketing Manager (Noida)
🏢 Tractorjunction
📍 Noida