Marketing CRM Manager

Overview

The Marketing CRM Manager will spearhead the planning, execution, and evaluation of below-the-line (BTL) marketing initiatives. These efforts focus on tangible consumer engagement through events, outdoor advertising, and on-ground branding activities. The role aims to cultivate a direct relationship between the brand and target audience, promote brand visibility, generate leads, and ultimately boost sales.

Organizational Context

ABC Digital, founded in 2023 as a wholly owned subsidiary of Aditya Birla Capital, operates a direct-to-consumer omni-channel platform involving web, app, and virtual engagement methods. The company collaborates across its subsidiaries to deliver a unified customer experience driven by advanced data analytics, marketing, and technology.

Key Responsibilities

• Develop, implement, and monitor monthly BTL activation plans aligned with branch sales teams.
• Manage on-site marketing activities including business school/college events, webinars, seminars, kiosk installations at public venues, outdoor and creative branding interventions such as bus ads, wall paintings, societal gate, and lift branding.
• Coordinate and communicate regularly with branch managers to assess marketing collateral needs and campaign requirements.
• Recruit, train, and supervise agencies, promoters, and field sales teams ensuring effective lead generation and campaign delivery.
• Organize events like corporate and residential welfare association (RWA) activations, hotspot promotions, and college seminars/webinars.
• Analyze campaign performance data, optimize strategies as needed, and conduct competitive analysis to enhance outcomes.
• Collaborate with other line of business marketing teams to ensure BTL activities align with the broader brand strategies.
• Create seasonal offers to stimulate product sales.
• Travel to branch locations to assist with campaign execution and provide onsite support.

Challenges

• Facilitating effective coordination between internal departments and external partners to ensure timely project delivery.
• Providing thought leadership to guide projects to successful and prompt completion.
• Influencing branch managers to achieve desired marketing campaign results.

Key Result Areas (KRAs)

• Plan and execute monthly BTL marketing campaigns.
• Work closely with branch teams for seamless campaign execution.
• Select and manage BTL agencies focusing on innovative engagement strategies.
• Assess campaign effectiveness and implement optimizations.