Job Description

Role Overview
The Senior Executive - Offline Brand Marketing will independently manage and execute
offline brand marketing initiatives across retail and on-ground platforms. The role requires
strong ownership of executions, deeper coordination with sales and design teams, and
responsibility for driving consistency, visibility, and performance of offline and packaging-
related brand assets.
Key Responsibilities
Retail & In-store Marketing Leadership

• Lead planning and execution of in-store branding including VM elements, POSM, testers,

gondolas, and seasonal campaigns.

• Drive consistency of brand guidelines across all offline retail touchpoints.
• Manage and oversee store launches, refits, and periodic retail refresh programs.

On-ground Activations and Events

• Independently manage mall activations, roadshows, beauty workshops, college events,

and product launch events.

• Coordinate promoters, makeup artists, agencies, and regional teams to ensure smooth

execution.

• Analyze activation performance and recommend improvements for higher ROI.

Creative & Design Coordination (Offline & Packaging)

• Own end-to-end creative briefing for offline marketing assets such as standees, posters,

shelf talkers, wobblers, vinyls, kiosks, and hoardings.

• Coordinate with internal designers and external creative agencies to ensure timely and

high-quality output.

• Review artworks for brand alignment, visual impact, copy accuracy, and print feasibility.
• Lead coordination for packaging artwork development including mono cartons, labels,

outer boxes, inserts, and secondary packaging.

• Ensure all packaging creatives comply with brand guidelines, legal declarations,

regulatory norms, and SKU-level accuracy.

• Manage artwork version control, approvals, and final release to printers and packaging

vendors.
Trade & Sales Marketing Support

• Partner closely with sales teams to design and execute trade marketing initiatives and

regional promotions.

• Support distributor and retailer engagement programs.
• Contribute to annual and quarterly offline marketing calendars.

Vendor, Budget & Process Ownership

• Independently manage vendors including printers, fabricators, packaging suppliers, and

event agencies.

• Negotiate costs, manage quality checks, and ensure adherence to timelines.
• Track budgets, POs, invoices, and marketing spends with accountability.

Reporting & Market Intelligence

• Prepare detailed reports on offline campaign performance and retail visibility.
• Track competitor activities, new retail trends, and market insights.
• Share actionable recommendations with brand and sales leadership.

Key Skills & Competencies

• Strong expertise in offline, retail, and trade marketing
• Advanced creative briefing and design coordination skills
• Deep understanding of POSM formats, print processes, and packaging artwork workflows
• Ability to independently manage multiple stakeholders and vendors
• Strong execution, problem-solving, and decision-making skills
• Budget ownership and cost optimization mindset
• Excellent communication and cross-functional collaboration skills
• Willingness to travel extensively for store visits and activations

Educational Qualification

• Bachelor's degree in Marketing, Business, Mass Communication, or related field
• MBA (Marketing) preferred

Experience

• 2-3 years of experience in brand marketing
• Prior experience in beauty, cosmetics, fashion, or FMCG industries preferred
• Hands-on experience in packaging artwork coordination is mandatory

What We Offer

• High-ownership role in a fast-growing beauty brand
• Strong visibility with senior leadership
• Opportunity to lead large-scale offline campaigns and product launches
• Competitive compensation and clear growth path

Skills Required