Job Description

Position Title: Assistant Manager - Offline Marketing
Department: Marketing
Location: Noida
Experience Required: 3+ years
Industry Preference: Diagnostic / Healthcare / Retail / FMCG
Education: Bachelor's degree, MBA preferred
About Us
Redcliffe Labs is India's fastest growing omnichannel Pan India diagnostics service provider having its services in 220+ cities through a network of 80+ owned advanced labs and 2000+ Collection Centres powered by home sample collection across India. We are on a mission to provide quality healthcare services at affordable rates making diagnostics easily accessible and convenient to one and all.
Role Summary
The Assistant Manager - Offline Marketing will be responsible for leading branding, BTL marketing activities, and on-ground promotional initiatives across Labs and Collection Centers. The role demands a proactive marketer who can plan, execute, and track offline marketing campaigns while ensuring brand consistency, operational efficiency, and strong ROI.
Key Responsibilities
1. Branding

• Act as the custodian of brand identity across all Labs and Collection Centers.
• Ensure strict adherence to branding guidelines in all on-ground executions.
• Implement branding initiatives within defined timelines to maintain strong local brand visibility.

2. BTL Planning & Execution

• Manage the planning and execution of all BTL activities, including leaflets, camps, canopies, and local outreach programs.
• Prepare weekly and monthly BTL plans customized for each Lab and CC.
• Track, monitor, and ensure timely execution of planned activities.

3. Health Checkup Camps

• Lead the execution of health camps across CCs and Labs ensuring target achievement.
• Collaborate with Retail and Sales teams for pre-camp preparation, logistics, and Sunday camp growth.
• Attend Sunday camps with Sales teams to identify execution gaps and drive improvements.

4. Drive Lab Walk-ins

• Increase patient walk-ins at Labs through localized marketing and catchment-focused activities.

5. Digital Presence

• Ensure all Google Listings for CCs and Labs are updated within defined timelines.
• Track online reviews and work on building and maintaining a positive digital presence.

6. Coordination & Communication

• Coordinate with Channel/Sales teams, CC owners, and internal departments for smooth execution.
• Liaise with vendors and partners for timely material delivery and activity deployment.

7. ROI Analysis & Reporting

• Track weekly and monthly ROI for all marketing plans (Planned vs Actual).
• Prepare detailed activity reports with insights and recommendations for future campaigns.

8. Vendor Management

• Build and manage strong relationships with BTL and branding vendors.
• Evaluate vendor performance and maintain a reliable vendor pool for timely and cost-effective execution.

9. Competitive Analysis

• Monitor competitor activities in the region and suggest strategic responses aligned with business goals.

10. Brand Consistency

• Ensure uniformity in messaging, communication tone, and visual identity across all offline campaigns.

11. Stock Monitoring

• Track warehouse stock levels of marketing collaterals.
• Maintain minimum stock levels and define reorder points to avoid stockouts.

Skills & Competencies

• Strong understanding of BTL marketing, branding, and on-ground activation
• Excellent planning and coordination skills
• Vendor & stakeholder management
• Data-driven approach with strong analytical ability
• Problem-solving and decision-making ability
• Ability to work in fast-paced and field-centric environments
• Strong communication and interpersonal skills

Key Deliverables

• Increased walk-ins and improved catchment penetration
• On-time execution of all branding and BTL activities
• Improved ROI on offline activities
• Successful execution of health camps with target achievement
• Enhanced digital reputation of Labs and CCs
• Competitive advantage through insights-driven offline strategy

Preferred Profile

• Experience in healthcare, diagnostics, retail, FMCG, or service-led industries
• Hands-on experience in on-ground activations, branding, and BTL campaign execution
• Experience managing multiple locations and field teams
• Strong understanding of local marketing dynamics

Skills Required