Sr. Officer Brand & Communications

Job Description

Role & responsibilities

The Sr. Officer Brand & Communications will be responsible for planning, coordinating, and executing all BTL marketing activities across the assigned territory within the West Zone. Reporting directly to the Zonal BTL Lead, this role demands a proactive, detail-oriented professional who can independently manage end-to-end BTL activations, vendor ecosystems, and stakeholder relationships. The incumbent will serve as the single point of contact for all brand and communications mandates in the assigned states, with the overarching objective of strengthening the V-Guard brand.

A. BTL Campaign Planning & Execution

• Support the Zonal BTL Lead in planning, strategizing, and executing all BTL-related activities across the assigned territory within the West Zone.
• Take complete ownership and responsibility for independently managing end-to-end BTL activations in the assigned area, ensuring delivery within agreed timelines and quality benchmarks.
• Develop and execute innovative BTL campaigns including events, promotions, sponsorships, trade activations, and on-ground engagements that align with the brands strategic objectives and effectively engage the target audience.
• Coordinate and execute influencer/dealer meets, channel partner engagement programmes, and other sales-driven brand initiatives in close collaboration with the sales team.

B. Vendor & Agency Management

• Manage a diverse set of vendors across retail branding, OOH advertising, events management, fabrication, and allied services.
• Proactively identify, evaluate, and onboard BTL vendors in the regionparticularly retail branding vendorswith the requisite expertise, capabilities, and capacity to handle assigned work as per defined specifications and rate agreements.
• Negotiate contracts, service-level agreements, and commercial terms with external agencies and vendors to ensure cost efficiency and quality delivery.
• Build and maintain strong, long-term relationships with vendor partners to ensure consistency, reliability, and scalability of BTL operations.

C. Brand Building & Stakeholder Coordination

• Act as the single point of contact for delivering and managing the brand & communications mandate across assigned states, with the sole objective of building and strengthening the V-Guard brand.
• Work closely with the sales team and regional stakeholders to align BTL activities with business priorities, market dynamics, and channel requirements.
• Ensure all brand communications and activations are consistent with V-Guards brand guidelines, visual identity standards, and messaging framework.

D. Budget & Reporting

• Manage the budget allocated for BTL campaigns in the assigned territory, ensuring optimal resource allocation and effective cost management.
• Track and report on campaign performance, vendor spend, and ROI metrics; provide regular updates and reports to the Zonal BTL Lead.
• Maintain comprehensive documentation of all activations, vendor agreements, and expenditure records for audit and compliance purposes.

Preferred candidate profile

Qualifications & Experience

• Postgraduate in Marketing, Mass Communication, Advertising, or a related discipline.
• 24 years of relevant experience in BTL marketing, brand activations, or field marketing, preferably within FMCG, consumer durables, or allied industries.
• Demonstrated experience in managing end-to-end BTL activations, including vendor identification, negotiation, and execution.
• Prior experience managing retail branding, OOH advertising, and/or events is highly desirable.
• Existing understanding of the BTL vendor ecosystem in the West Zone, including familiarity with regional retail branding vendors, OOH players, and activation agencies will be a distinct advantage.

Key Competencies & Skills

• Strong project management skills with the ability to handle multiple activations concurrently and deliver within tight deadlines.
• High degree of integrity, ethical conduct, and accountability in all professional dealings, a non-negotiable behavioural expectation for this role.
• Excellent vendor management and negotiation skills.
• Strong interpersonal and communication skills, both verbal and written, with the ability to liaise effectively across functions and hierarchies.
• Self-driven, proactive, and capable of working independently with minimal supervision.

More Info

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