Offline Marketing Lead (6-8 yrs)

Our client is a well-funded Startup headquartered in Bangalore, established in 2016 as an AI-powered platform for Blue-Collar Hiring.

- It's helping 300 M+ blue-collar workers in India find jobs over time, and they want to become the centre of all money and financial needs for blue-collar workers.

Role: Marketing Lead (Offline / BTL Marketing)

Experience: 6-8 years

Location: HSR Layout, Bangalore

CTC: 30 - 40 L

# Some Startup Experience is Mandatory

About the Role:

- As a Marketing Generalist, you will be at the heart of the company's marketing efforts, driving initiatives that span digital, ATL (Above the Line), and BTL (Below the Line) activities.

The Focus, however, remains on Offline Marketing / BTL Activities

- You will manage and execute integrated marketing campaigns that combine mass media tactics with grassroots, on-ground initiatives to ensure comprehensive brand visibility, engagement, and growth.

The person WILL HAVE TO BUILD THE FUNCTION AND TEAM FROM SCRATCH.

- This role is initially an individual contributor position, with the potential to evolve into a leadership role as the marketing function scales.

Responsibilities:

BTL Activities: Drive on-ground activations, experiential marketing, direct engagement campaigns, and community outreach programs to foster personal connections with our audience.

Please specify this if shortlisted to progress further:-

Name of the Project (offline/BTL)

Objective / Problem Statement - What challenge or opportunity was this campaign addressing?

No. of Campaigns - How many campaigns in which company, and the below details for them:

1. Campaign Strategy - What was the offline campaign or initiative you executed?

2. Coverage - Geographies, audience segments, and channels involved

3. Impact - Key outcomes, results, or changes observed (qualitative & quantitative)

4. Spends - Approximate budget and allocation

5. Team Involved - Internal team members, external partners or agencies

- Digital & Performance Marketing: Develop, execute, and optimize digital campaigns across SEM, social, and display channels to drive user acquisition and engagement.

- ATL Campaigns: Plan and execute mass media advertising strategies-including TV, radio, print, and outdoor campaigns to build brand awareness on a large scale.

- Content & Creative Strategy: Craft compelling narratives and creative content that resonate with the company's diverse audience and reinforce the company's brand identity.

- Social Media & Community Engagement: Manage and grow social media presence, ensuring active engagement and a positive brand sentiment.

- Marketing Analytics & Optimization: Monitor key performance metrics, derive actionable insights, and continuously refine marketing strategies based on data.

- Cross-functional Collaboration: Work closely with Product, Sales, and Customer Experience teams to ensure integrated and impactful marketing campaigns.

Candidate Profile:

- Have 6-8 years of experience in a full-stack marketing role - some of it in a startup (BTL, ATL & Digital), with strong experience in BTL initiatives, preferably in Tier 2 and Tier 3 Indian Cities.

- Have experience in building and managing small teams, with a passion for mentoring and scaling marketing functions.

- Are a strategic thinker with strong execution capabilities, balancing creative storytelling with analytical decision-making.

- Have a strong grasp of digital marketing, performance marketing, and brand-building strategies.

- Have exceptional stakeholder management skills, collaborating across teams to align marketing efforts with business goals.

- Share the company's commitment to transforming the blue-collar recruitment landscape in India and making a real impact.