Job title: City Head – BTL Marketing

Work Location/Area: Mumbai/Pune

Department: Marketing Sub Department: BTL Activations

Reports to: Kiran Kulkarni

Key Relationship with: Marketing Team, BTL Team, People Experience

Key Responsibilities 1.

Strategic

Planning – (Brand, Direct, AOD & Retail) Develop and implement monthly and quarterly BTL marketing plans aligned with brand and business objectives. Conceptualize and execute Brand, Direct, AOD, and Retail campaigns to enhance city-level visibility and engagement. Maintain a 3–6 month rolling plan to drive consistent presence and performance. Prepare and update weekly and monthly calendars for all marketing activities. Ensure strong and consistent brand visibility across all city locations.

2. Sales, Revenue & Growth Achieve monthly and quarterly sales and revenue targets through city-level BTL initiatives. Identify and leverage lead-generation opportunities at RWAs, corporates, gyms, parks, banks, sports centers, retail outlets, and other public places. Monitor key performance metrics including conversion rates, CAC optimization, and customer retention. Collaborate with the Head of Growth to align all city initiatives with overall business goals.

3. Top-of-Funnel (TOF) Activities Plan and execute TOF initiatives to build brand awareness and generate high-quality leads. Track performance metrics to improve lead quality and strengthen the overall sales funnel.

4. Hiring & Team Management Build, train, and manage the city-level BTL team, including administrative staff. Create hiring plans aligned with campaign calendars and expansion requirements. Ensure attendance, discipline, and productivity across all field teams. Conduct weekly field reviews and Monthly Performance Reviews (MPRs) to evaluate team output. Organize regular training sessions to enhance team skills, efficiency, and product knowledge.

- Operations,



Administration & Inventory Management Oversee day-to-day city operations including logistics, event execution, and field coordination. Monitor and manage inventory of branding materials, assets, and promotional items. Ensure HR and administrative compliance for all on-ground staff. Handle permissions, documentation, and approvals required for all BTL events and activations. 6. Financial Planning & Budget Management Develop and manage city-level BTL marketing and operational budgets. Ensure effective utilization of funds with a robust focus on ROI. Track and optimize Customer Acquisition Cost (CAC) through data-driven insights. Coordinate with the finance team for timely vendor payments, reconciliations, and bill submissions. 7. Reporting & Performance Reviews Maintain detailed MIS reports covering Leads, Recharges, Activations, CAC, and revenue impact. Share weekly and monthly updates on ROI, budget utilization, and campaign effectiveness. Present weekly, monthly, and quarterly business reviews with key learnings, observations, and action plans. 8. Number & Quality Acquisition Achieve AOP and Rolling Plan targets by onboarding the right customers through accurate pitching and product awareness. Ensure acquisitions happen without offering discounts or promotions (except farm visits). Drive secondary recharges without providing additional offers. 9. Retail Promotions Plan and execute retail-level promotional activities to drive visibility, footfall, and revenue. Key Performance Indicators (KPIs) Sales and Revenue Growth CAC and ROI per Activation Lead Conversion Rate Budget Utilization Efficiency Number & Quality of Activations Team Performance & Attendance Inventory Accuracy & Timeliness Rolling Plan Accuracy & Updates Weekly Review Completion Monthly Team Performance Reviews Training Sessions Conducted Brand Visibility Score.

Work Location: In person

📌 City Head – BTL Marketing (Mumbai)
🏢 CRUTZ LEELA ENTERPRISES
📍 Mumbai