BTL Lead

City Lead – BTL

Location: Bengaluru – Domlur
Work Model: 6 Days WFO | 80% Field, 20% Desk
Experience: 2–8 Years

Role Overview

We are looking for a City Lead – BTL to own offline demand generation and hyperlocal customer acquisition for Bengaluru. You will be responsible for planning, executing, and scaling below-the-line campaigns across micro-markets around stores.

This role sits at the intersection of marketing, operations, field execution, and community partnerships. You will own the complete offline growth engine—from identifying priority catchments and planning activations to managing teams, vendors, budgets, and campaign ROI.

Key Responsibilities

• Own Bengaluru's offline growth strategy across priority micro-markets and store catchments.


• Plan and execute BTL activations across RWAs, apartments, corporate parks, gyms, schools, local communities, and high-footfall locations.


• Build recurring partnerships with local communities and hyperlocal ecosystems.


• Manage the complete on-ground execution engine, including field teams, vendors, agencies, permissions, and activation quality.


• Own BTL budgets and ensure efficient utilization of spend.


• Track installs, first orders, CAC, ROI, and acquisition performance by activity and location.


• Run geo-based experiments to identify high-performing channels and micro-markets.


• Work closely with Operations, Brand, and Product teams to scale successful initiatives and discontinue underperforming activities.


• Build launch playbooks for new store catchments and support 0-to-1 market expansion.


• Use on-ground customer and market insights to improve acquisition strategy.

Must-Have Requirements

• 2–8 years of experience in BTL, offline marketing, field growth, or hyperlocal acquisition.


• Experience in consumer businesses such as quick-commerce, foodtech, fintech, edtech, D2C, or similar sectors.


• Proven experience driving customer acquisition through offline channels.


• Hands-on experience managing field teams, vendors/agencies, activations, permissions, and budgets.


• Strong understanding of CAC, ROI, attribution, installs, and first-order metrics.


• Strong Excel/Google Sheets and analytical skills.


• Deep familiarity with Bengaluru's geography, neighbourhoods, and communities.


• Fluent in Kannada, Hindi, and English.


• Comfortable with an 80% field-based role and high ownership.


• Ability to build and execute initiatives from 0-to-1.

Good to Have

• Experience in healthcare, pharmacy, or wellness.


• Understanding of pharma/healthcare marketing norms.


• Experience launching new cities, stores, or micro-markets from scratch.


• Experience building recurring partnerships with RWAs, corporates, gyms, schools, or community networks.


• Experience with hyperlocal attribution and geo-experimentation.

Candidate Profile

• Field-first, highly execution-oriented professional.


• Strong ownership mindset with the ability to independently drive campaigns.


• Comfortable working across marketing, operations, vendors, and field teams.


• Data-driven and focused on measurable acquisition outcomes.


• Strong understanding of local Bengaluru markets and community ecosystems.


• Comfortable operating in a fast-paced, 0-to-1 environment.

Additional Notes

• This is a highly field-oriented role (80% field / 20% desk).


• Candidates should have hands-on BTL/offline acquisition experience rather than only traditional brand marketing experience.


• Strong preference for candidates who can demonstrate measurable impact on CAC, installs, first orders, and ROI.


• Bengaluru-based candidates with strong local market knowledge are preferred.