# Lead Offline Marketing

> Weekday AI · Bengaluru, India · Full-time · Posted 2026-10-06

**Workplace:** on_site

**Department:** Weekday's Client via platform

## Description

**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

## Apply

[Apply at Weekday AI](https://apply.workable.com/weekday-1/j/24800A93E4/apply)

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