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 Executive - BTL Marketing will be responsible for driving on-ground brand visibility, executing BTL activities, strengthening digital presence at Labs & Collection Centers (CCs), and ensuring consistent brand experience across touchpoints. The role demands strong coordination skills, vendor management capabilities, ROI tracking, and the ability to plan and execute localized marketing activities to drive patient walk-ins and business growth.
Key Responsibilities
Branding
Serve as the custodian of branding at Labs & Collection Centers (CCs), ensuring adherence to company brand guidelines.
Execute branding initiatives within defined timelines to maintain strong and consistent brand visibility.
BTL Planning & Execution
Manage and execute all BTL marketing activities such as leaflets, camps, canopy activities, and other promotional initiatives.
Develop weekly/monthly BTL activity plans tailored for each Lab and CC.
Track and ensure timely completion of all planned BTL activities.
Health Checkup Camps
Drive the planning and execution of health checkup camps across CCs and Labs to achieve predefined targets.
Work closely with retail and sales teams for pre-camp preparations and improvement of Sunday camp performance.
Participate in Sunday camps with Sales teams to identify gaps and enhance execution quality.
Drive Lab Walk-ins
Implement localized marketing initiatives to drive patient walk-ins and strengthen lab-level business performance
.
Digital Presence
Ensure Google Listings for all CCs are updated within stipulated timelines.
Monitor online reviews and maintain a positive digital reputation for Labs and CCs.
Coordination & Communication
Coordinate effectively with Channel/Sales teams and CC owners for smooth execution of marketing campaigns.
Liaise regularly with vendors, internal teams, and external partners to ensure timely delivery of materials and services.
ROI Analysis & Reporting
Track and analyze weekly and monthly ROI on all marketing activities (Plan vs. Actual).
Prepare detailed reports with insights and recommendations for improving campaign effectiveness.
Vendor Management
Manage relationships with branding and BTL vendors to ensure timely and cost-effective campaign execution.
Evaluate vendor performance and maintain a strong pool of reliable service providers.
Competitive Analysis
Monitor competitor branding and marketing initiatives to develop strategic responses aligned with company objectives.
Brand Consistency
Ensure uniformity in brand communication, messaging, and visual identity across all marketing campaigns.
Stock Monitoring
Regularly track the availability of marketing collaterals at the warehouse.
Maintain minimum stock levels with predefined reorder points to avoid shortages.
Skills & Competencies
Strong understanding of branding and BTL marketing
Excellent coordination and communication skills
Vendor management and negotiation capability
Analytical and ROI-focused decision-making.
Ability to manage multiple activities across locations
Strong planning, execution, and follow-up skills
Key Deliverables
Timely execution of BTL & branding activities
Improved walk-ins and localized marketing impact
Consistent brand experience across Labs & CCs
Accurate weekly/monthly ROI reports
Strong vendor ecosystem and cost-efficient operations
Positive digital presence across Google listings and reviews
Preferred Profile
1-3 years of experience in BTL/Branding roles
Experience in diagnostics/healthcare/FMCG preferred
Strong on-ground execution experience
Ability to work with cross-functional teams
Job Types: Full-time, Permanent, Fresher