Manager - Experiential Marketing

• • • Manager - Experiential Marketing The Manager / Deputy Manager – Marketing (Retail Activation & Campaigning) will be responsible for planning, coordinating, and executing experiential marketing, retail activation, and consumer engagement initiatives across the West region. The role will play a key part in translating brand and marketing strategies into impactful retail campaigns and on-ground consumer experiences that strengthen brand awareness, increase store engagement and support business and sales objectives. In addition to managing marketing activation initiatives for the West region, the role will also be responsible for coordinating with and overseeing the deliverables of marketing resources supporting the North region, providing direction, guidance, and mentorship to ensure consistency in execution, timelines, and brand standards. The incumbent will work closely with the Marketing, Visual Merchandising, Retail Operations, Sales, Creative, Digital, and external agency teams to ensure seamless planning and execution of campaigns, events, activations, and other consumer-facing initiatives. Function: Marketing Sub-Function: Experiential Marketing (Retail Activation & Campaigning) Designation: Manager / Deputy Manager – Marketing Joining Location: Mumbai – Andheri East Role Type: Individual Contributor (IC) Regional Responsibility: West Region, with oversight of North Region resources Reporting To: Senior Manager – Marketing & VM Experience: 7+ years, preferably 8–9 years Qualification: Postgraduate / MBA in Marketing Key Responsibilities 1. Retail Activation & Experiential Marketing Strategy • Support the development and execution of regional experiential marketing and retail activation strategies aligned with overall brand and business objectives. • Translate national marketing campaigns and brand priorities into relevant regional and local market activation plans. • Identify opportunities to enhance consumer engagement through innovative retail experiences, events, activations, and localized campaigns. • Develop activation concepts that are relevant to the target consumer and aligned with the brand's positioning. • Ensure all regional activations maintain consistency with brand guidelines and communication standards. • Recommend new and innovative activation formats based on market trends, consumer behavior, and competitive activity. 2. Campaign Planning & Execution • Plan, coordinate, and execute integrated marketing campaigns across retail, experiential, events, print, digital and other relevant channels. • Own regional campaign calendars and ensure timely execution of planned marketing initiatives. • Coordinate with internal stakeholders and external agencies/vendors for campaign planning and execution. • Prepare detailed campaign briefs, execution plans, timelines, and deliverables. • Monitor campaign implementation from conceptualization through execution and closure. • Ensure all campaign assets, branding elements and communication materials are delivered within agreed timelines. • Conduct post-campaign reviews and identify opportunities for improvement. 3. Retail Store Activation • Partner with Retail Operations and Sales teams to identify opportunities for increasing customer footfall, engagement, and conversion through localized activations. • Develop and execute store-level promotional activities, consumer engagement programs, and local marketing initiatives. • Support new store launches, store anniversaries, key retail moments and other business-critical initiatives. • Develop activation plans for high-priority stores, malls, markets, and catchment areas. • Ensure activation activities are aligned with store objectives and deliver measurable business impact. • Gather feedback from stores and regional teams to continuously improve activation effectiveness. 4. Experiential Events, Partnerships & Sponsorships • Plan and execute experiential events, consumer engagement activities, brand experiences, and promotional events. • Identify and evaluate opportunities for relevant partnerships, sponsorships, collaborations, and local events. • Coordinate with athletes, influencers, event partners, malls, retailers, and other external stakeholders where applicable. • Manage event agencies and other external partners to ensure quality and timely execution. • Ensure event experiences are consistent with brand identity and provide meaningful consumer engagement. • Track event performance and prepare post-event reports with key learnings and recommendations. 5. Market & Consumer Research • Monitor market trends, consumer behavior, retail trends, and competitor marketing activities. • Conduct market scans to identify relevant opportunities for regional activations. • Analyze competitor campaigns, events, promotions, and consumer engagement initiatives. • Provide insights to the marketing team on regional consumer preferences and market opportunities. • Use market intelligence to recommend localized marketing initiatives and improve campaign effectiveness. 6. Brand Management & Compliance • Ensure consistent implementation of brand guidelines across all regional activations and consumer touchpoints. • Work closely with creative and VM teams to ensure all campaign communication and physical branding elements meet brand standards. • Review marketing collateral, activation concepts, and event branding before execution. • Ensure agencies, vendors and other partners understand and adhere to brand requirements. • Identify and address any gaps in brand execution across the region. 7. Creative & Content Coordination • Work with internal creative teams and external agencies to develop campaign and activation communication. • Prepare clear creative briefs covering campaign objectives, target audience, messaging, deliverables, and timelines. • Coordinate development of promotional assets, event communication, retail communication, and digital content as required. • Review creative outputs and provide relevant feedback to ensure alignment with campaign objectives and brand guidelines. • Coordinate with digital and social media teams to amplify relevant retail activation and experiential initiatives. 8. Social Media & Digital Integration • Coordinate with digital/social media teams to ensure relevant experiential and retail campaigns receive appropriate digital amplification. • Support the development of content around events, activations, launches, and consumer engagement initiatives. • Monitor campaign-related digital engagement and consumer response. • Identify opportunities to integrate offline retail experiences with digital marketing initiatives. • Ensure regional activation content is aligned with the overall digital communication strategy. 9. Collaboration with Sales & Retail Operations • Work closely with Sales, Retail Operations and VM teams to understand regional business priorities and translate them into marketing activation plans. • Support sales teams with relevant marketing initiatives that contribute to store traffic, consumer engagement, and sales. • Participate in regional business reviews and provide marketing recommendations. • Ensure marketing initiatives are planned based on store requirements, business priorities, and market potential. • Establish strong relationships with regional stakeholders to ensure smooth execution of campaigns. 10. West Region Ownership • Take end-to-end ownership of retail activation and experiential marketing initiatives for the West region. • Develop regional activation plans based on business priorities, market potential, and consumer insights. • Manage the regional marketing calendar and ensure timely execution. • Coordinate with stores, regional business teams, agencies, and vendors. • Monitor execution quality and ensure timely resolution of regional activation-related issues. • Evaluate the effectiveness of regional initiatives and share actionable insights with the senior marketing team. 11. North Regi