Regional Marketing Lead

The Regional Marketing Lead is responsible for conceptualizing, executing, and managing store-level and regional marketing campaigns that bridge the gap between offline retail presence and digital touchpoints. This role is crucial to building hyperlocal awareness, driving walk-ins, and enabling local sales conversions. You will act as the primary marketing link between the central marketing office and retail store zones, ensuring consistent brand visibility, tactical seasonal promotions, local media coverage, and festive alignment across all formats.

Key Responsibility Areas (KRAs):

• Lead store-level and regional marketing campaigns tailored to local customer behavior, product focus, and cultural events.

• Develop localized campaign themes, taglines, and creative briefings for regional launches or offers.

• Plan and execute ATL (Above-the-Line) media (newspapers, FM radio, regional print) and BTL (Below-the-Line)media (flyers, kiosks, in-store branding) with the help of local agencies.

• Negotiate cost-effective media spots and placements for each region and festival period.

• Lead launch marketing activities for new stores – including pre-buzz creation, invitation, inauguration day activities, local influencer presence, and post-launch visibility.

• Ensure optimal media-mix deployment during launches in coordination with sales and creative teams.

• Coordinate closely with Regional Sales Heads and Store/Service Managers to understand regional needs, sales objectives, and customer footfall trends.

• Customize marketing collaterals and communication flow accordingly.

• Integrate digital channels (Google Ads, WhatsApp, Facebook region pages) with physical marketing (posters, in-store branding) to create consistent hyperlocal narratives.

• Launch store-level festive and product-push campaigns across both digital and offline touchpoints.

• Maintain a monthly seasonal and festival retail marketing calendar for each zone.

• Track execution timelines, vendor deliverables, and performance metrics aligned to campaign peaks.

• Collect store-level campaign performance data – footfall, inquiries, visual merchandising status, and event leads.

• Submit region-wise marketing activity scorecards monthly to marketing leadership and sales heads.