Location: Ahmedabad Experience: 5-8 Years
Industry: Fashion / Apparel / Lifestyle / Retail
Salary: up to 10 LPA
About SWEET DREAMS : https://www.sweetdreams.in/
SWEET DREAMS is a leading sleepwear brand with a strong retail presence and a legacy of over three decades. The brand is focused on delivering comfortable, stylish and quality sleepwear while creating an engaging retail experience for its customers.
Position Overview
The BTL Manager – Retail Channel will be responsible for developing and executing high-impact Below-the-Line (BTL) marketing initiatives across EBO, Franchise and SIS channels.
The role will focus on driving store footfalls, customer engagement, conversion and same-store sales through effective retail activations, mall marketing, catchment activities, CRM initiatives and local market partnerships.
Key Responsibilities
1. BTL Strategy & Planning
• Develop and execute the annual BTL calendar aligned with festive periods, weddings, sales and current collection launches.
• Plan and execute 360° retail activation programs across EBO, Franchise and SIS.
• Develop activation plans covering in-store, mall, catchment and community marketing.
• Define BTL budgets for regions/stores and track campaign ROI.
• Target an ROI of 3X+ across BTL initiatives.
2. Mall & Catchment Marketing
• Plan and execute mall activations including kiosks, atrium events, fashion shows and influencer meet-and-greet activities.
• Partner with malls for media opportunities, OOH branding and directory branding.
• Drive RWA, corporate and college tie-ups for bulk gifting and festive shopping.
• Execute canopy, leafleting and other local marketing activities within the store catchment area, particularly within a 2 km radius.
3. Retail & CRM Activations
• Own and execute CRM-led customer activation initiatives at stores.
• Develop retailer and store staff incentive programs such as best-seller contests and mystery-shopping rewards.
• Conduct monthly BTL training for store teams to im