This role is for one of Weekday’s clients
Salary range: Rs 1500000 - Rs 1800000 (ie INR 15 - 18 LPA)

Min Experience: 3+ years
Location: Delhi, India, Bengaluru, Karnataka, India, Pune, Maharashtra, India
JobType: full-time

We are looking for an experienced and execution-focused Regional Marketing Manager to drive customer footfalls, new customer acquisition, repeat visits, and local brand visibility across a network of retail stores in the assigned region.

The role will be responsible for translating national marketing campaigns into effective regional initiatives while developing hyperlocal marketing, BTL activations, events, store-level campaigns, and catchment strategies. The ideal candidate will combine strong on-ground execution with data-driven decision-making to deliver measurable improvements in footfalls, walk-ins, conversions, and marketing ROI.

This is a hands-on regional role requiring extensive collaboration with Retail Operations, CRM, Visual Merchandising, Finance, central Marketing teams, agencies, and external partners.

Requirements

Key Responsibilities

Regional Footfall & Customer Acquisition

• Own regional footfall and customer acquisition targets across the assigned store network.
• Develop and execute marketing interventions designed to increase new customer walk-ins.
• Build catchment-level marketing plans for individual stores based on local customer profiles and market opportunities.
• Plan local outreach initiatives including residential society activations, corporate partnerships, community engagement, wedding venue tie-ups, and event partnerships.
• Partner with store sales teams to track repeat customers and support re-engagement initiatives.
• Develop loyalty, referral, occasion-based, and customer communication campaigns to encourage repeat visits.

BTL Activations & Events

• Plan and execute regional BTL campaigns and activations, including:
• Exhibitions
• Mall activations
• Wedding programmes
• Festive campaigns
• Community events
• Local influencer activations
• Plan regional media initiatives across OOH, print, radio, cinema, and local digital channels within approved budgets.
• Ensure regional activities are aligned with broader brand and media strategies.
• Measure activations against footfalls, walk-ins, conversions, and cost per acquisition/walk-in.
• Continuously optimize future activations based on performance insights.

New Store Launches

• Develop and execute marketing plans for new store launches.
• Drive pre-launch awareness through local media, influencer engagement, catchment outreach, partnerships, and targeted activations.
• Coordinate launch events and promotional activities to maximize initial footfalls.
• Work with Brand and Retail Operations teams to ensure launch assets and marketing activities are delivered on time.
• Develop post-launch momentum plans to sustain customer traffic and awareness.

National Campaign Execution

• Translate national ATL and digital campaigns into effective regional and store-level executions.
• Ensure timely and brand-compliant implementation of campaign assets across store facades, in-store communication, signage, and local media.
• Adapt national campaigns to regional festivals, languages, customer preferences, and local cultural occasions.
• Collaborate with central Brand and Marketing teams to ensure consistency while maintaining regional relevance.

Visual Merchandising & In-Store Branding

• Execute basic visual merchandising requirements across stores, including windows, displays, campaign signage, promotional material, and launch dressing.
• Ensure stores consistently meet established brand presentation standards.
• Conduct regular store audits to assess campaign visibility and in-store brand execution.
• Work with store teams to identify and close gaps in visual presentation and campaign implementation.

Micro-Marketing & Market Insights

• Develop store-level and catchment-level micro-marketing strategies to drive footfalls and revenue.
• Identify opportunities for hyperlocal digital targeting, store-specific promotions, community initiatives, and local partnerships.
• Monitor competitor activity, customer behavior, local market trends, and emerging opportunities.
• Share relevant regional insights with the central Marketing team to support broader marketing decisions.
• Develop actionable strategies based on local customer and market intelligence.

Performance Tracking & Reporting

• Track regional marketing performance across key metrics including:
• Store Footfalls
• New Customer Walk-ins
• Repeat Customer Visits
• Conversion Rates
• Campaign ROI
• Cost per Walk-in
• Budget Utilization
• Prepare regular performance reports and recommendations for Marketing leadership.
• Use data and campaign insights to continuously improve regional marketing effectiveness.

Stakeholder & Vendor Management

• Work closely with Retail Operations, CRM, Visual Merchandising, Finance, Brand, and other internal teams.
• Manage external agencies, media partners, activation vendors, event partners, influencers, and other marketing service providers.
• Coordinate vendors and partners to ensure timely, cost-effective, and high-quality execution.
• Maintain strong relationships with external partners and ensure accountability against agreed deliverables.

Candidate Profile

• 3–6 years of experience in Regional Marketing, Retail Marketing, Trade Marketing, or related roles.
• Experience in jewellery, luxury, fashion, consumer durables, premium retail, or consumer-facing businesses is preferred.
• Proven track record of driving retail store footfalls through BTL campaigns, activations, events, and local marketing.
• Hands-on experience managing exhibitions, mall activations, community events, weddings, festive campaigns, and local media.
• Working knowledge of visual merchandising and retail marketing operations.
• Strong understanding of campaign measurement, footfall tracking, ROI analysis, and budget management.
• Strong stakeholder and vendor management skills.
• Willingness to travel extensively across the assigned region.
• Strong understanding of local markets and consumer behavior.
• Fluency in the regional language is an advantage.
• Graduate degree required; MBA in Marketing is preferred.

Must-Have Skills

• Regional & Retail Marketing
• BTL Activations & Events
• Campaign Analytics & ROI Management
• Customer Acquisition
• Retail Marketing Operations

Good-to-Have Skills

• Stakeholder & Vendor Management
• Local Market & Consumer Insights
• Visual Merchandising & In-Store Branding
• Local Media Planning
• Hyperlocal Marketing
• Event & Activation Management