ATL Advertising & Event Management

Job highlights

• Experience in ATL advertising and large-format event management with skills in media planning, creative development, and vendor negotiation
• Plan and execute ATL advertising campaigns, manage product launches and large-scale brand events, oversee budgets and vendor relations, ensure brand consistency and legal compliance, and evaluate campaign performance

Job Summary The ATL Advertising & Event Management role is responsible for planning and executing comprehensive Above-The-Line (ATL) advertising strategies and managing large-format brand events, dealer conferences, and product launches to build brand salience, drive customer consideration, and support tractor portfolio sales across India.

Role & responsibilities

• Develop and execute the annual ATL calendar, product launch campaigns, and media deployment strategies aligned with business seasonality and peak agricultural cycles.
• Manage end-to-end creative development and media planning across TV, print, radio, cinema, and rural/mandi-level out-of-home (OOH) innovations.
• Author detailed creative briefs and collaborate with creative agencies, media agencies, production houses, and printing vendors.
• Conceptualise and execute high-scale network events, including annual dealer and service conferences, zonal meets, and customer-centric tractor melas.
• Orchestrate new product launches from the teaser phase to physical reveals, product displays, and live field demonstration tracks.
• Manage the annual ATL and events budgets, control operational costs, and handle vendor negotiations, purchase orders, and bill closures.
• Ensure 100% brand consistency, legal compliance, and guideline adherence across all public creatives, advertising touchpoints, and on-ground event materials.
• Evaluate campaign performance and event ROI by tracking brand metrics, dealer feedback, sales data, footfalls, lead generation, and dealer satisfaction scores.
• Coordinate cross-functionally with product marketing, field BTL teams, digital teams, sales leadership, and corporate communications to deliver unified marketing campaigns.
• Deliver localized marketing support by creating editable advertising templates for dealer-level adoption.
• Oversee on-ground event operations across India, including vendor briefings, safety standards, security planning, regional permissions, and contingency protocols.