Job Description

Position Overview:

We are looking for an Offline Marketing Specialist to lead and execute on-ground branding and promotional activities across Labs and Collection Centres. The ideal candidate should be capable of managing BTL campaigns, vendor relationships, and ROI-driven marketing initiatives that enhance local visibility and patient walk-ins. This role requires strong coordination skills, analytical thinking, and the ability to ensure brand consistency while optimising marketing performance.

Key Responsibilities:

Branding

Serve as the custodian of branding at Collection Centers (CCs) and Labs, ensuring adherence to company guidelines. Execute all branding initiatives within stipulated timelines to maintain a strong brand presence.

BTL Planning & Execution

Manage and execute all BTL marketing plans (leaflets, camps, canopy activities) at Lab and Collection Centers Develop and implement weekly/monthly BTL plans tailored to each Lab and CC. Track and ensure timely completion of all BTL activities.

Health Checkup Camps

Drive the execution of health camps at CCs and Labs to meet pre-defined targets. Collaborate with retail and sales teams for pre-camp preparations and Sunday camp growth strategies. Take part in Sunday camps along with Sales to identify gaps and improvise on execution.

Drive Lab Walk-ins

Drive patient walk-in business at all Labs through localized and catchment targeted activities.

Digital Presence

Ensure Google Listings for all Collection Centers are updated within the stipulated timelines. Monitor online reviews and maintain a positive digital reputation for CCs and Labs.

Coordination and Communication

Coordinate effectively with Channel/Sales teams and CC owners for seamless campaign execution. Regularly liaise with vendors, internal teams, and external partners for timely delivery of materials and services.

ROI Analysis and Reporting

Track and analyze the ROI of all marketing activities (Plan vs. Actual) on a weekly and monthly basis. Provide detailed reports with insights and recommendations for improving future campaigns.

Vendor Management

Manage relationships with Branding/ BTL vendors to ensure cost-effective and timely execution of campaigns. Evaluate vendor performance and maintain a pool of reliable service providers.

Competitive Analysis

Monitor and analyze competitor marketing initiatives to define strategic responses that align with company objectives.

Brand Consistency

Maintain uniformity in brand messaging and visuals across all campaigns, ensuring alignment with company standards.

Stock Monitoring

Regularly track the availability of marketing collaterals in the warehouse. Maintain minimum stock levels to avoid shortages, with predefined reorder points for each item.

Skills & Qualifications:

Graduation in any field. Prior experience in Healthcare / Diagnostics industry preferred. Proven experience in BTL marketing, branding, and vendor management. Strong coordination and communication skills across internal teams and external partners. Proficiency in ROI analysis, reporting, and campaign performance tracking. Ability to plan and execute localized marketing activities to boost footfall. Understanding of digital reputation management (Google listings, reviews). Analytical mindset with attention to brand uniformity and cost control.
Job Types: Full-time, Permanent

Pay: From ?35,000.00 per month

Benefits:

Commuter assistance Health insurance Life insurance Provident Fund
Application Question(s):

What is your current notice period (in days)?
Education:

Bachelor's (Required)
Experience:

Offline / BTL Marketing: 3 years (Required)
Work Location: In person