BTL Manager
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Job Location:
Monthly Salary:
Posted on:
9 hours ago
Vacancies:
1 Vacancy
Job Summary
Join Our Award-Winning Team at Dr. B. Lal Clinical Laboratory Pvt. Ltd !
We are delighted to share that Dr. B. Lal Clinical Laboratory Pvt. Ltd. has been recognized among Indias Top 100 Great Mid-Size Workplaces 2025 a proud moment in our journey of excellence. Watch the proud moment here: Award Ceremony
As we continue to scale new heights in diagnostic healthcare we invite passionate professionals to join our team.
Role Clarity BTL Marketing Manager
Department: Marketing
Reporting To: Head Marketing
Role Definition
The BTL Marketing Manager is responsible for developing and executing high-impact Below-the-Line (BTL) marketing strategies to build awareness engage target audiences and drive lead generation.
This role leads all field-based activationssuch as society garden and corporate campsand ensures each event is managed seamlessly from planning to execution. Through stakeholder collaboration process excellence and outcome tracking this role strengthens brand trust and community connect.
Deliverables
Development and execution of a quarterly BTL activation calendar with clear objectives timelines and ROI
Seamless execution of all events with SOP compliance and operational readiness
Strong customer engagement at events including awareness generation and lead capturing
Cost-effective and quality-driven budget management for all field marketing activities
Post-activation reporting on performance lead conversion feedback and brand impact
Task and Activities
Business Activation Planning & Strategy
Build a quarterly plan of society garden corporate and public activation events including location objectives target audience and budgets.
Identify high-opportunity micro-markets based on zonal sales trends and business focus areas.
Create event-specific SOPscovering setup protocols staffing services availability lead capture and feedback collection.
Align BTL activity planning with monthly marketing themes and doctor engagement calendars.
On-ground Event Management
Ensure end-to-end event ownershippre-setup execution branding visibility post-event wrap-up.
Coordinate with internal stakeholders (ZSMs Branch Ops Logistics Customer Care) for seamless staffing and operational readiness.
Ensure all visual elements (standees uniforms brochures kits) align with DBCL branding standards.
Manage all permits space booking equipment and local liaison for smooth execution.
Customer Engagement & Lead Conversion
Interact directly with customers at events to explain DBCL services promote preventive health and capture diagnostic needs.
Design and execute feedback mechanisms satisfaction polls and follow-up SOPs for each activation.
Coordinate with the CRM and Zonal Ops team to ensure leads are uploaded tracked and followed up through WhatsApp and outbound calling.
Prioritize relationship-building to convert first-time leads into repeat customers
Budget & Resource Optimization
Prepare detailed event-wise budgets including logistics branding manpower and promotions.
Negotiate with vendors and local event partners to optimize cost-effectiveness and service quality.
Monitor and approve payments document spend vs budget and minimize leakage or overspending.
Brand Partnership & Alliances
Identify potential brand collaborators (Gyms clinics RWAs corporates retail outlets) for joint activations.
Formalize partnerships with clear value exchangeco-branded visibility package discounts loyalty offers etc.
Ensure consistency in brand messaging documentation and performance tracking of partnership activities.
Performance Reporting & Insights
Maintain daily weekly and monthly BTL performance dashboards with key event metrics: Lead volume; Conversion ratio;Attendance; and Customer satisfaction
Track zone-wise BTL success and share improvement suggestions.
Conduct post-activity debriefs with stakeholders for continuous improvement.
Success Metrics
100% adherence to the BTL event calendar across zones; Minimum #activations/month per region.
95% on-time execution of scheduled events; Event Quality Score
Minimum # qualified leads per event; % lead-to-booking conversion in 30 days.
100% budget utilization
CSAT 4.8 across events (Post-Event feedback)
Number and quality score of new partnerships initiated and executed per quarter
Role Requirements:
- 38 years of hands-on experience in BTL / field marketing with proven execution of society garden corporate and public activations; healthcare diagnostics wellness or pharma experience preferred.
- Strong capability to plan and execute quarterly and monthly BTL calendars based on micro-market insights zonal sales trends target audience behavior and business priorities.
- Proven expertise in managing complete on-ground operations including SOP creation branding compliance manpower planning logistics coordination permits and post-event closures.
- Strong budgeting and cost-control skills with experience in vendor negotiation payment tracking and building strategic local partnerships (RWAs gyms clinics corporates) for co-branded activations.
- Data-driven approach to tracking leads conversions CSAT ROI and zone-wise performance combined with an execution-focused adaptable and process-driven mindset.
Required Experience:
Manager
Key Skills
- Restaurant Experience
- Customer Service
- Employee Evaluation
- Management Experience
- Math
- Employment & Labor Law
- Sanitation
- Leadership Experience
- P&L Management
- Mentoring
- Supervising Experience
- Restaurant Management
About Company
Dr. B. Lal Lab is the leading pathology lab and diagnostic centre near you. Get facilities for home collection and download the test report online from a trusted medical testing lab. Schedule your medical lab test now!
