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Job Description – Regional Marketing Manager | Gold Loan
Role Purpose:
• Act as the marketing partner to the regional sales team for the Gold Loan business.
• Drive on-ground marketing support across lead generation, branch visibility, catchment activation, BTL initiatives, merchandising, gifting, and new branch launches.
• Enable branch teams with localized marketing interventions to improve walk-ins, enquiries, visibility, and business acquisition.
Key Responsibilities:
• Work closely with regional / zonal / area sales teams to understand business priorities and branch-level marketing needs.
• Plan and execute regional marketing initiatives aligned to sales targets and catchment opportunities.
• Drive lead generation programs through local activations, hyperlocal campaigns, outreach activities, and demand-generation efforts.
• Strengthen branch visibility and local market presence through outdoor branding, signage, neighborhood branding, and other catchment-focused initiatives.
• Build and manage the BTL calendar for the region in line with business cycles, festive opportunities, and market priorities.
• Execute on-ground activities such as local activations, roadshows, market outreach, leaflet drops, kiosk activities, and partnerships, wherever relevant.
• Ensure effective deployment of branch merchandising, POSM, branding material, and signage across locations.
• Lead marketing support for new branch launches, including pre-launch visibility, launch-day activation, and post-launch sustain plans.
• Manage promotional collateral, gifting, and sales support material for branches and field teams.
• Coordinate with internal stakeholders and external vendors for timely, high-quality, and cost-efficient execution.
• Track initiative effectiveness and support business teams with insights on lead generation, visibility impact, and local activation outcomes.
• Adherence to regulatory and brand guidelines
Key Deliverables
• Improved branch walk-ins, enquiries, and local lead generation
• Stronger catchment visibility and branch presence
• Effective execution of the regional BTL and activation calendar
• Timely deployment of branch branding, merchandising, and marketing support
• Successful execution of new branch launch campaigns
• Strong alignment and responsiveness to sales and branch team requirements
Desired Candidate Profile
• 6–10 years of experience in regional marketing / field marketing / trade marketing / branch marketing
• Preferred background in NBFC, gold loan, retail financial services, banking, or multi-location consumer businesses
• Strong experience in sales-aligned marketing execution
• Proven ability to handle multi-branch / multi-city regional marketing operations
Skills & Competencies
• Strong understanding of BTL, hyperlocal marketing, lead generation, and branch visibility
• High execution orientation with the ability to manage multiple markets simultaneously
• Strong stakeholder management across sales, branches, marketing, and vendors
• Good commercial acumen with experience in negotiating good deals
• Strong problem-solving, coordination, and follow-through skills
• Willingness to travel extensively across the assigned region
Eligibility typically includes the qualifications and experience outlined in the job description above, with around 6-7 Years years of relevant experience expected for this role.
The key responsibilities for this role are detailed in the Key Responsibilities section above, covering the core duties expected of a Regional Marketing Manager - Lucknow at Aditya Birla Group.
This role requires around 6-7 Years years of relevant experience, as specified in the job listing. Please refer to the Qualifications & Experience section above for full details.
Skills relevant to this position are outlined in the Qualifications & Experience section above. In general, strong communication, domain knowledge, and the ability to meet role-specific targets are valued across similar BFSI positions.
You can apply directly using the Apply Now button on this page, which will take you to Aditya Birla Group's application process for this role.