Role & responsibilities

The Retail Branding Executive is responsible for developing and executing branding strategies that enhance the brand's visibility and appeal within retail environments. This role combines Above the Line (ATL) and Below the Line (BTL) marketing activities to create cohesive and impactful campaigns that drive brand awareness and sales. The Retail Branding Executive will work closely with various teams to ensure consistent brand messaging across all retail channels.

Key Responsibilities:

ATL Activities:

* Media Planning and Buying:

* Collaborate with media planners to create ATL campaigns for TV, radio, print, and outdoor advertising targeting retail customers.

* Monitor campaign performance and adjust strategies based on data and feedback.

* Creative Collaboration:

* Work with creative teams to develop brand-aligned advertising assets such as commercials, print ads, and outdoor displays.

* Provide creative direction and ensure brand consistency across all ATL channels.

* Brand Awareness:

* Develop strategies to boost brand awareness and recognition through targeted ATL campaigns.

* Monitor market trends and competitor campaigns to ensure the brand's messaging is relevant and competitive.

BTL Activities:

* In-Store Promotions:

* Plan and execute in-store promotions, point-of-sale displays, and other in-store branding initiatives to increase customer engagement and sales.

* Collaborate with retail teams to ensure proper execution of BTL activities in stores.

* Event Management:

* Organize and oversee in-store events such as product launches, sampling sessions, and experiential marketing activities.

* Coordinate with external partners, suppliers, and vendors to ensure successful event execution.

* Direct Marketing:

* Develop and manage direct marketing campaigns such as email, SMS, and direct mail targeting retail customers.