BTL Manager – Retail Channel

Location: Ahmedabad Experience: 5-8 Years

Industry: Fashion / Apparel / Lifestyle / Retail

Salary: up to 10 LPA

About SWEET DREAMS : https://www.sweetdreams.in/

SWEET DREAMS is a leading sleepwear brand with a strong retail presence and a legacy of over three decades. The brand is focused on delivering comfortable, stylish and quality sleepwear while creating an engaging retail experience for its customers.

Position Overview

The BTL Manager – Retail Channel will be responsible for developing and executing high-impact Below-the-Line (BTL) marketing initiatives across EBO, Franchise and SIS channels.

The role will focus on driving store footfalls, customer engagement, conversion and same-store sales through effective retail activations, mall marketing, catchment activities, CRM initiatives and local market partnerships.

Key Responsibilities

• BTL Strategy & Planning
• Develop and execute the annual BTL calendar aligned with festive periods, weddings, sales and new collection launches.
• Plan and execute 360° retail activation programs across EBO, Franchise and SIS.
• Develop activation plans covering in-store, mall, catchment and community marketing.
• Define BTL budgets for regions/stores and track campaign ROI.
• Target an ROI of 3X+ across BTL initiatives.
• Mall & Catchment Marketing
• Plan and execute mall activations including kiosks, atrium events, fashion shows and influencer meet-and-greet activities.
• Partner with malls for media opportunities, OOH branding and directory branding.
• Drive RWA, corporate and college tie-ups for bulk gifting and festive shopping.
• Execute canopy, leafleting and other local marketing activities within the store catchment area, particularly within a 2 km radius.
• Retail & CRM Activations
• Own and execute CRM-led customer activation initiatives at stores.
• Develop retailer and store staff incentive programs such as best-seller contests and mystery-shopping rewards.
• Conduct monthly BTL training for store teams to improve activation pitching, customer engagement and upselling.
• Support new store launches through launch events, PR activities and local promotions.
• Agency & Vendor Management
• Manage PAN level BTL agencies and local vendors for fabrication, manpower, sampling and activation requirements.
• Manage BOQs, rate cards, negotiations and cost control.
• Ensure all activations are executed within approved budgets.
• Ensure 100% adherence to brand guidelines across all BTL assets and activations.
• Campaign Measurement & Reporting
• Track key campaign metrics including:
• Footfall
• Leads
• Conversion
• Billing
• Sales uplift
• Cost per lead
• Prepare post-campaign performance reports highlighting effectiveness and ROI.
• Prepare and share monthly BTL dashboards with Marketing and Retail leadership.
• Analyse campaign performance and reallocate budgets towards high-ROI activities and cities.

Must-Have Skills & Experience

• 6–8 years of experience in BTL, Trade Marketing or Retail Marketing.
• Minimum 3 years of experience in Fashion/Apparel is preferred.
• Strong understanding of retail customer journeys, particularly festive, wedding, gifting and lifestyle shopping occasions.
• Ability to manage 20+ activations simultaneously across India.
• Strong commercial acumen with expertise in budgeting, negotiation and ROI tracking.
• Excellent stakeholder management skills with the ability to work with RSMs, franchise partners and mall teams.
• Strong project management and execution capabilities.
• Excellent vendor negotiation and creative briefing skills.
• Strong analytical and reporting skills.

Educational Qualification

Graduate in any discipline or MBA in Marketing will be preferred.

Key Success Metrics

• Retail footfall growth
• Conversion improvement
• Same-store sales growth
• BTL ROI
• Cost per lead
• Activation effectiveness
• Number and quality of retail activations
• Vendor cost efficiency
• Successful execution of new store launches

Email: careers@sweetdreamsindia.com