BTL Marketing (Retail & Fashion)

Role & responsibilities

The BTL Marketing Manager is responsible for designing, executing, and managing all localized, non-media marketing initiatives across corporate retail stores, franchise networks, and wholesale distribution channels. This role focuses on hyper-targeted strategiessuch as in-store visual merchandising, regional pop-ups, trade shows, visual VM execution, and local community eventsto drive sell-through for both B2C retail and B2B wholesale clients.

1. Retail & In-Store Activations (B2C)

• Visual Merchandising & POSM: Oversee the development and deployment of Point-of-Sale Materials (POSM), window displays, and in-store signage that align with seasonal collection launches.
• Store Launches & Events: Plan and execute grand openings, exclusive VIP shopping nights, regional fashion shows, and seasonal instore styling workshops.
• Foot Traffic Generation: Design localized promotional campaigns, hyper-local experiential pop-ups, and mall-activation partnerships to drive brick-and-mortar foot traffic.
• Loyalty & CRM Tie-ins: Collaborate with the CRM team to create targeted direct-mail or localized SMS/WhatsApp campaigns for top-tier store clusters.

2. Wholesale & B2B Channel Marketing

• Trade Shows & Showrooms: Lead the end-to-end execution of the brands presence at major fashion trade shows, exhibitions, and wholesale buying weeks.
• Multi-Brand Outlets (MBOs) Support: Create "Shop-in-Shop" concepts and provide marketing toolkits (catalogs, lookbooks, display racks) to independent wholesale distributors and department store partners.
• Wholesale Incentives: Develop trade marketing campaigns and incentive programs for wholesale agents and distributors to increase order books.
• B2B Collateral: Manage the production of seasonal wholesale catalogs, line sheets, and digital lookbooks.

3. Campaign Execution & Vendor Management

• Agency & Vendor Relations: Source, negotiate with, and manage external fabrication agencies, printers, event coordinators, and visual display vendors.
• Budget Management: Allocate and monitor the BTL budget across different retail regions and wholesale territories to maximize Return on Investment (ROI).
• Cross-Functional Collaboration: Partner closely with Design, Merchandising, Sales, and Retail Operations teams to ensure inventory alignment with marketing pushes.

4. Analytics & Reporting

• Performance Tracking: Track, analyze, and report on the effectiveness of BTL activations (e.g., foot traffic lifts, sales conversion rates, wholesale order increases).
• Market Intelligence: Gather regional competitor insights, retail trends, and consumer feedback to continuously refine local marketing toolkits.

Required Skills & Qualifications

• Education: Bachelors degree in Marketing, Fashion Management, Business Administration, or a related field.
• Experience: 3 to 6 years of proven experience in BTL marketing, trade marketing, or experiential activations, specifically within the fashion, apparel, or lifestyle retail sectors.
• Industry Knowledge: Deep understanding of both the retail retail environment (mall dynamics, consumer behavior) and the wholesale fashion cycle (indenting seasons, trade buying behavior).
• Project Management: Exceptional organizational skills with a proven track record of managing multiple event timelines, vendor logistics, and production deadlines simultaneously.
• Creativity: A strong eye for fashion aesthetics, visual merchandising rules, and creating highly Instagrammable, experiential spaces.
• Travel: Willingness to travel frequently to retail stores, regional offices, and international/domestic trade exhibitions.

• Perform core duties associated with the BTL Marketing (Retail & Fashion) position at DJT Fashion Pvt Ltd
• Collaborate effectively with team members and management to achieve departmental goals
• Contribute to a positive and productive work environment in 8TH FLOOR, A2B BUILDING, SECTOR-125, NOIDA, Gautam Buddha Nagar, Uttar Pradesh, 201301 , NOIDA, Uttar Pradesh, India
• Meet and exceed the performance targets set by DJT Fashion Pvt Ltd
• Communicate proactively about project progress and any obstacles
• Continuously improve skills and stay up to date with industry best practices

• Competitive salary package commensurate with experience
• Performance-based bonuses and incentives
• Supportive and inclusive work environment at DJT Fashion Pvt Ltd
• Opportunities for career growth and professional development
• Work with a talented and motivated team in 8TH FLOOR, A2B BUILDING, SECTOR-125, NOIDA, Gautam Buddha Nagar, Uttar Pradesh, 201301 , NOIDA, Uttar Pradesh, India