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Job Title: BTL (Below-the-Line) Head
Location: Hyderabad, Telangana
Employment Type: Full-time
About the Role
We are looking for a dynamic, result-oriented, and experienced BTL Head to lead our on-ground marketing and lead generation initiatives across Hyderabad. The ideal candidate will be responsible for planning and executing BTL campaigns, managing field marketing teams, developing strategic partnerships, and driving high-quality lead generation to achieve business growth objectives.
This role requires strong leadership, stakeholder management, and execution capabilities to ensure maximum brand visibility and revenue generation through offline marketing channels.
Key Responsibilities
BTL Strategy & Execution
- Develop and execute comprehensive BTL marketing strategies aligned with business objectives.
- Plan and manage offline marketing campaigns including roadshows, educational seminars, workshops, kiosks, mall activations, corporate events, and campus engagement programs.
- Ensure effective execution of all promotional activities while maintaining brand consistency.
Lead Generation & Business Growth
- Drive high-quality lead generation through innovative BTL initiatives.
- Identify new opportunities and sourcing hubs to expand market reach.
- Collaborate with Sales teams to maximize lead conversion and revenue generation.
- Develop localized marketing strategies based on market trends and competition.
Team Management
- Conduct field visits and provide coaching to improve execution quality and productivity.
Partnerships & Relationship Management
- Build and maintain relationships with colleges, universities, coaching institutes, corporates, NGOs, and educational partners across Hyderabad.
- Develop strategic partnerships with vendors and event agencies for seamless campaign execution.
- Negotiate with external partners to optimize campaign costs and maximize ROI.
Budget & Operations
- Plan and manage BTL budgets effectively.
- Monitor campaign expenses and ensure cost-effective utilization of resources.
- Track campaign performance and prepare detailed reports on ROI, lead generation, and conversions.
Performance Monitoring
- Analyze campaign performance using defined KPIs.
- Generate daily, weekly, and monthly reports on marketing activities.
- Identify improvement areas and implement corrective actions.
Key Skills & Qualifications
Educational Qualification
- Bachelor's degree in Marketing, Business Administration, Sales, or a related field.
Experience
- 2–5+ years of experience in BTL Marketing, Field Marketing, Business Development, or Sales.
- Minimum 2 years of experience leading field marketing or BTL teams.
- Experience in the EdTech, Education, BFSI, Telecom, Retail, or Consumer Services industry is preferred.
Technical & Functional Skills
- Strong knowledge of BTL marketing strategies and execution.
- Experience in event planning, promotional campaigns, and offline lead generation.
- Excellent vendor and partner management skills.
- Strong understanding of budgeting and campaign ROI.
- Proficiency in MS Excel, PowerPoint, CRM tools, and reporting dashboards.
Desired Competencies
- Strong leadership and team management skills
- Excellent communication and presentation skills
- Strategic thinking and analytical ability
- Relationship-building and networking skills
- Negotiation and influencing skills
- Problem-solving and decision-making ability
- Ability to work in a fast-paced environment
- Willingness to travel extensively within Hyderabad and nearby regions
Key Performance Indicators (KPIs)
- Monthly and quarterly lead generation targets
- Number of BTL activities executed
- Lead-to-enrollment conversion rate
- Cost per lead (CPL)
- Return on Marketing Investment (ROMI)
- Team productivity and performance
- Brand visibility and market penetration
- Partner acquisition and engagement
Preferred Candidate Profile
- Strong network with colleges, universities, coaching centres, and corporate organizations in Hyderabad.
- Experience managing large-scale offline marketing campaigns.
- Proven ability to build and lead high-performing field marketing teams.
- Data-driven approach to campaign planning and performance optimization.
Why Join Us?
- Opportunity to lead high-impact regional marketing initiatives.
- Collaborative and growth-oriented work environment.
- Competitive compensation with performance-based incentives.
- Career advancement opportunities within Sales and Marketing leadership.
- Exposure to strategic planning and business expansion initiatives.
Click on Apply to know more.