This role is for one of Weekday's clients Min Experience: 5+ years

Location: Bengaluru

JobType: full-time

We are looking for a Lead - Offline Marketing who can bring the voice of the shopper into every aspect of the retail experience, from product launches and in-store activations to promotional campaigns and customer engagement initiatives.

The role will work at the intersection of marketing, category, sales, and design , translating consumer insights into high-impact on-ground and digital retail experiences that drive footfall, conversion, customer loyalty, and business growth.

Requirements Key Responsibilities

Own Offline Growth Strategy

- Lead the end-to-end offline growth strategy across the retail network
- Develop initiatives to increase store footfall, member acquisition, repeat visits, basket size, and customer lifetime value
- Build a scalable retail marketing playbook that can be replicated across new towns, markets, and regions
- Develop market-specific strategies based on store catchments, consumer behaviour, and local market dynamics

Lead In-Store Experience

- Own the complete in-store customer journey, from store entry through checkout
- Drive merchandising standards, promotional visibility, planograms, shelf communication, POS branding, seasonal campaigns, and cross-category merchandising
- Ensure consistent execution of brand and promotional communication across stores
- Identify opportunities to improve the overall shopping experience and increase conversion

Drive Growth Through Retail Marketing

- Design and execute high-impact campaigns across offline and digital channels that influence shopper behaviour
- Develop pricing, bundling, promotional, and loyalty initiatives in collaboration with Category and Operations teams




- Create localised marketing programmes tailored to the needs of Tier 3-5 markets and individual store catchments
- Evaluate campaign performance and continuously optimise initiatives based on business outcomes

Build Strategic Partnerships

- Develop and manage strategic partnerships with FMCG brands, private-label partners, and key vendors
- Lead joint business planning and identify opportunities for collaborative marketing initiatives
- Negotiate and execute co-funded campaigns, in-store activations, and partner-led visibility programmes
- Maximise trade marketing investments and ensure measurable commercial returns from partner activities

Leverage Customer Insights

- Develop a strong understanding of shopper behaviour across geographies, demographics, store formats, and product categories
- Analyse customer, sales, and campaign data to identify growth opportunities
- Use consumer insights to influence assortment, promotions, merchandising, and store-level execution
- Champion customer-centric thinking across marketing, category, sales, and operations teams

Measure Business Impact Own and track key business metrics including:

- Store footfall
- Conversion rate
- Member acquisition
- Basket size
- Repeat purchase
- Category penetration
- Campaign ROI
- Customer lifetime value
- Establish reporting frameworks to measure the effectiveness of offline marketing initiatives
- Use performance data and consumer insights to continuously optimise campaigns and investments

Build Scalable Processes

- Develop operating playbooks, execution frameworks,



and measurement systems for shopper and retail marketing
- Create standardised processes and toolkits that enable consistent execution across locations
- Support regional teams with clear guidelines, best practices, and campaign frameworks
- Build scalable systems that enable efficient execution as the retail network expands

What We're Looking For
- 5-9 years of experience in BTL Marketing, Brand Activation, Shopper Marketing, Trade Marketing, Retail Marketing, or a similar role
- Experience in FMCG, retail, e-commerce, consumer brands, or related industries is preferred
- Robust understanding of small-town retail dynamics and consumer psychology is a significant advantage
- Demonstrated ability to translate consumer insights into actionable marketing initiatives
- Hands-on experience managing campaigns from concept and planning through execution and measurement
- Strong data-driven mindset with the ability to use sales, customer, and campaign data to guide decisions
- Excellent project management and stakeholder coordination skills
- Comfortable working in a fast-paced, dynamic, and entrepreneurial environment
- Strong commercial understanding and ability to connect marketing initiatives with business outcomes
- Passion for building affordable, high-impact retail experiences for consumers in emerging and smaller markets

Must-Have Skills
- BTL Activations
- Consumer Insights
- Trade Marketing
- Offline Marketing
- Retail Marketing
- Shopper Marketing
- Brand Activation
- Campaign Management

Good-to-Have Skills
- Retail Marketing
- Offline Marketing
- FMCG Marketing
- Shopper Marketing
- Store-Level Marketing
- Hyperlocal Marketing
- Loyalty Marketing
- Category Marketing
- Consumer Behaviour
- Trade Partnerships
- Campaign Analytics

📌 Lead Offline Marketing (Bengaluru)
🏢 Weekday AI (YC W21)
📍 Bengaluru