Responsibilities
The On-Ground Marketing Lead is responsible for planning, executing, and managing all offline marketing activities, ensuring strong brand visibility, high-quality execution, and seamless coordination with agencies, partners, and internal teams. This role owns on-ground activations, outdoor campaigns, events, and branded assets across all locations.
- Outdoor Campaign Management (Billboards)
- Plan and execute billboard campaigns end-to-end.
- Handle deal negotiation and location selection with suppliers and agencies.
- Coordinate with MarCom & Design teams to finalize campaign creatives.
- Oversee installation, ensure timelines are met, and monitor the campaign throughout its duration.
- Report campaign performance and ensure all placements remain in perfect condition.
- Transportation Branding
- Manage branding campaigns on buses and ride-share vehicles.
- Lead branding projects inside metro stations.
- Coordinate with relevant partners/agencies for placement, sizing, approvals, and campaign rollout.
- Follow up on production, approvals, placement accuracy, and campaign duration.
- Ensure all branded vehicles follow brand guidelines and maintain quality.
- On-Ground Activations & Events
- Plan, organize, and execute on-ground activations such as:
- University activations
- Mall activations
- Product launch booths
- Seasonal campaigns
- Create briefs, manage workflows, and ensure flawless execution with agencies.
- Oversee booth branding, flyers, messaging, giveaways, and overall visitor experience.
- Coordination with Agencies
- Serve as the main point of contact with activation and production agencies.
- Share briefs, follow up on concepts, and ensure deliverables meet brand standards.
- Manage production timelines and approve mock-ups before execution.
- Creative & Messaging Support
- Prepare and review on-ground messaging, flyers, stand branding, roll-ups, and printed materials.
- Work with the Design Team to finalize visuals required for outdoor and offline campaigns.
- Execution Monitoring & Quality Assurance
- Conduct regular market visits to ensure all branding assets are properly installed.
- Identify and resolve issues on-site quickly (misplacements, quality issues, missing materials, etc.).
- Ensure all activations follow brand guidelines and deliver strong customer engagement.
- Cross-Team Collaboration
Collaborate With
- MarCom for campaign plans and messaging
- Design Team for creative assets
- Business Development & Partnerships
- Merchants team for merchant-related activations
- Media Buying Team for syncing offline & online campaigns
- Share reports, photos, and documentation on all on-ground activities.
Qualifications
- Bachelor's degree in Marketing, Business, Mass Communication, or related field.
- 35 years of experience in on-ground marketing, event management, or offline activations.
- Experience with outdoor campaigns, production agencies, and BTL activities.
- Strong project management skills with the ability to handle multiple campaigns simultaneously.
- Experience in working with design teams and understanding branding guidelines.
- Ability to travel to activation locations when needed.
- Excellent communication and coordination skills.
- Strong attention to detail and ability to manage large-scale offline operations.
- Problem-solving mindset, especially during on-ground execution.
- Strong understanding of production, printing, and offline branding materials.
- Creative thinking with a solid understanding of consumer engagement.
- Ability to work cross-functionally with different internal and external teams.
