The Role
Oversee regional retail marketing campaigns across 30–40 stores to increase sales, footfall, brand awareness, and profitability. Lead new store launch and growth campaigns, analyze customer and sales data, improve underperforming stores, manage vendors and agencies, maintain brand consistency, guide marketing executives, and control regional marketing budgets. The role requires retail marketing, ATL and BTL strategy, market research, customer segmentation, loyalty and retention knowledge, media planning, and activation experience.
Summary Generated by Built In
Manager - Regional Retail Marketing is responsible for overseeing marketing campaigns and initiatives to increase brand awareness as well as sales for an assigned region. This role is also responsible for driving new store launches and their sustenance and growth campaigns.
Objectives
1. Achieve Sales Targets: Lead and execute marketing campaigns to meet or exceed predefined sales targets for each store in the assigned rew regions containing around to 30 to 40 stores.
2. Enhance Customer Insights and Market Understanding: Regularly analyze sales data to identify customer preferences and market trends, and use this data to inform marketing strategies.
3. Strengthen Stakeholder Relationships: Serve as the single point of contact for Regional and Cluster Managers, facilitating seamless communication and effective marketing support.
4. Improve Underperforming Stores: Identify and implement targeted marketing initiatives to turnaround the performance of stores that are not meeting sales expectations.
5. Increase Brand Awareness in Local Markets: Develop and implement strategies to build and maintain brand presence in local markets, aiming to increase footfall and market share.
Responsibilities:
● Develop and oversee sales-oriented marketing initiatives to enhance brand awareness and increase footfall in retail stores assigned.
● Regular store visits to meet customers, store manager, cluster manager and area manager and understand their marketing support requirements.
● Strategize and execute marketing plans for new store launches, encompassing pre-launch buzz, grand opening initiatives, and post-launch sustainability efforts.
● Ensure brand consistency across all marketing materials, campaigns, and in-store experiences.
● Identify underperforming stores and develop strategies to address issues, improve performance, and drive profitability.
● Responsible for setting up a strong network of vendors / agencies for various activities planned for the respective regions.
● Providing guidance and support to the marketing executives to achieve marketing objectives.
● Manage marketing budgets effectively, ensuring that all activities are completed within budget constraints and on time.
Candidate Profile
Qualification
● Bachelor's degree in marketing, business administration, or a related field is required; a Master's degree is preferred.
● 4-6 years of retail marketing experience with earlier experience at individual store sales/marketing desirable
● Should have experience in working in the required region.
Experience
● Experience in managing ATL & BTL marketing strategies for specific regions within a retail environment.
● Strong knowledge of marketing concepts and strategies.
● Proficiency in budget management and optimizing marketing budgets for ROI.
● Experience with market research, market entry strategies, and new market development.
● Strong knowledge of market trends and competition.
● Demonstrated sales growth for specific regions.
● Knowledge of digital marketing & know how of per marketing
● Expert in market research analysis, customer segmentation, customer\ profiling.
● Knowledge in RFM, Retention, Loyalty
● Ability to do or assist in media plan ( online and offline)
● Activation experience a must
Skills Required
- Bachelor's degree in marketing, business administration, or a related field
- Master's degree
- 4–6 years of retail marketing experience
- Experience in individual store sales or marketing
- Experience working in the required region
- Experience managing ATL and BTL marketing strategies within a retail environment
- Knowledge of marketing concepts and strategies
- Budget management and marketing budget optimization for ROI
- Experience with market research, market entry strategies, and new market development
- Knowledge of market trends and competition
- Demonstrated regional sales growth
- Knowledge of digital marketing and performance marketing
- Expertise in market research analysis, customer segmentation, and customer profiling
- Knowledge of RFM, retention, and loyalty
- Ability to perform or assist with online and offline media planning
- Marketing activation experience
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The Company
What We Do
Kushals Fashion Jewellery is an India-based fashion and silver jewellery brand founded in 2006. It offers jewellery collections for workwear, partywear, bridal occasions and everyday wear, with designs focused on style and craftsmanship. The company operates nearly 100 stores across more than 38 Indian cities and uses an omnichannel model through its retail network, e-commerce platform and mobile application.
