This role is for one of Weekday’s clients Min Experience: 5+ years Location: Bengaluru JobType: full-time We are looking for a Lead – Offline Marketing who can bring the voice of the shopper into every aspect of the retail experience, from product launches and in-store activations to promotional campaigns and customer engagement initiatives. The role will work at the intersection of marketing, category, sales, and design, translating consumer insights into high-impact on-ground and digital retail experiences that drive footfall, conversion, customer loyalty, and business growth. Requirements Key Responsibilities Own Offline Growth Strategy • Lead the end-to-end offline growth strategy across the retail network. • Develop initiatives to increase store footfall, member acquisition, repeat visits, basket size, and customer lifetime value. • Build a scalable retail marketing playbook that can be replicated across new towns, markets, and regions. • Develop market-specific strategies based on store catchments, consumer behaviour, and local market dynamics. Lead In-Store Experience • Own the complete in-store customer journey, from store entry through checkout. • Drive merchandising standards, promotional visibility, planograms, shelf communication, POS branding, seasonal campaigns, and cross-category merchandising. • Ensure consistent execution of brand and promotional communication across stores. • Identify opportunities to improve the overall shopping experience and increase conversion. Drive Growth Through Retail Marketing • Design and execute high-impact campaigns across offline and digital channels that influence shopper behaviour. • Develop pricing, bundling, promotional, and loyalty initiatives in collaboration with Category and Operations teams. • Create localised marketing programmes tailored to the needs of Tier 3–5 markets and individual store catchments. • Evaluate campaign performance and continuously optimise initiatives based on business outcomes. Build Strategic Partnerships • Develop and manage strategic partnerships with FMCG brands, private-label partners, and key vendors. • Lead joint business planning and identify opportunities for collaborative marketing initiatives. • Negotiate and execute co-funded campaigns, in-store activations, and partner-led visibility programmes. • Maximise trade marketing investments and ensure measurable commercial returns from partner activities. Leverage Customer Insights • Develop a strong understanding of shopper behaviour across geographies, demographics, store formats, and product categories. • Analyse customer, sales, and campaign data to identify growth opportunities. • Use consumer insights to influence assortment, promotions, merchandising, and store-level execution. • Champion customer-centric thinking across marketing, category, sales, and operations teams. Measure Business Impact Own and track key business metrics including: • Store footfall • Conversion rate • Member acquisition • Basket size • Repeat purchase • Category penetration • Campaign ROI • Customer lifetime value • Establish reporting frameworks to measure the effectiveness of offline marketing initiatives. • Use performance data and consumer insights to continuously optimise campaigns and investments. Build Scalable Processes • Develop operating playbooks, execution frameworks, and measurement systems for shopper and retail marketing. • Create standardised processes and toolkits that enable consistent execution across locations. • Support regional teams with clear guidelines, best practices, and campaign frameworks. • Build scalable systems that enable efficient execution as the retail network expands. What We're Looking For • 5–9 years of experience in BTL Marketing, Brand Activation, Shopper Marketing, Trade Marketing, Retail Marketing, or a similar role. • Experience in FMCG, retail, e-commerce, consumer brands, or related industries is preferred. • Strong understanding of small-town retail dynamics and consumer psychology is a significant advantage. • Demonstrated ability to translate consumer insights into actionable marketing initiatives. • Hands-on experience managing campaigns from concept and planning through execution and measurement. • Strong data-driven mindset with the ability to use sales, customer, and campaign data to guide decisions. • Excellent project management and stakeholder coordination skills. • Comfortable working in a fast-paced, dynamic, and entrepreneurial environment. • Strong commercial understanding and ability to connect marketing initiatives with business outcomes. • Passion for building affordable, high-impact retail experiences for consumers in emerging and smaller markets. Must-Have Skills • BTL Activations • Consumer Insights • Trade Marketing • Offline Marketing • Retail Marketing • Shopper Marketing • Brand Activation • Campaign Management Good-to-Have Skills • Retail Marketing • Offline Marketing • FMCG Marketing • Shopper Marketing • Store-Level Marketing • Hyperlocal Marketing • Loyalty Marketing • Category Marketing • Consumer Behaviour • Trade Partnerships • Campaign Analytics