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 new 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 improve activation pitching, customer engagement and upselling.
- Support new store launches through launch events, PR activities and local promotions.
4. Agency & Vendor Management
- Manage PAN level BTL agencies and local vendors for fabrication, manpower, sampling and activation requirements.
- Manage BOQs, rate cards, negotiations and cost control.
- Ensure all activations are executed within approved budgets.
- Ensure 100% adherence to brand guidelines across all BTL assets and activations.
5. Campaign Measurement & Reporting
- Track key campaign metrics including:
- Footfall
- Leads
- Conversion
- Billing
- Sales uplift
- Cost per lead
- Prepare post-campaign performance reports highlighting effectiveness and ROI.
- Prepare and share monthly BTL dashboards with Marketing and Retail leadership.
- Analyse campaign performance and reallocate budgets towards high-ROI activities and cities.
Must-Have Skills & Experience
- 6–8 years of experience in BTL, Trade Marketing or Retail Marketing.
- Minimum 3 years of experience in Fashion/Apparel is preferred.
- Robust understanding of retail customer journeys, particularly festive, wedding, gifting and lifestyle shopping occasions.
- Ability to manage 20+ activations simultaneously across India.
- Strong commercial acumen with expertise in budgeting, negotiation and ROI tracking.
- Excellent stakeholder management skills with the ability to work with RSMs, franchise partners and mall teams.
- Strong project management and execution capabilities.
- Excellent vendor negotiation and creative briefing skills.
- Strong analytical and reporting skills.
Educational Qualification
Graduate in any discipline or MBA in Marketing will be preferred.
Key Success Metrics
- Retail footfall growth
- Conversion improvement
- Same-store sales growth
- BTL ROI
- Cost per lead
- Activation effectiveness
- Number and quality of retail activations
- Vendor cost efficiency
- Successful execution of new store launches
Email:
[email protected]
📌 BTL Manager – Retail Channel (Ahmedabad)
🏢 Sweet Dreams
📍 Ahmedabad