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Ways of working: Mandate 3 : Onsite - Office / Field: Employees are expected to work from the office on all days out of their respective base locations.
Location: Pune, Maharashtra
Roles & Responsibilities:
BTL Strategy & Framework: Design the overarching BTL roadmap for the brand launch, identifying high-affinity "pockets" where our target audience lives, commutes, and shops.
Ownership of "Wacky" Activations: Lead the conceptualization and high-stakes execution of "Out-of-the-Box" marketing stunts. You will be expected to turn wild ideas into reality to drive massive top-of-funnel awareness.
Continuous Growth Through Physical Loops: Move beyond one-off events to create repeatable "Growth Engines" on the ground—such as hyper-local referral hubs, society-level subscription drives, and community-based sampling programs.
End-to-End Campaign Management: Own the BTL lifecycle from vendor scouting and negotiation to fabrication, promoter training, and post-activation auditing.
Creative Scoping for Offline: Work closely with design teams to create POSM (Point of Sale Material) and activation setups ensuring the brand aesthetic is maintained across all touchpoints.
Budget & ROI Ownership: Manage a significant BTL budget, with a ruthless focus on Cost Per Trial (CPT) and Cost Per Acquisition (CPA). You will be responsible for proving the ROI of offline efforts through data-backed reporting.
Field Intelligence: Build a feedback loop from the ground up. You will synthesize consumer reactions from the field to provide the product and GTM teams with insights on pricing sensitivity, packaging appeal, and competitor moves.
Desired Skills & Experience
3-5 years of experience in BTL, Rural Marketing, or Experimental Marketing. Candidates from Telecom, FMCG, or Fintech (Payment Apps) who have managed large-scale ground activations are preferred.
A proven track record of "Growth Hacking" in the offline world. You should have examples of how you gained massive visibility using unconventional methods rather than just standard billboards.
Existing relationships with high-quality BTL agencies and fabricators across major urban and semi-urban hubs.
Strong marketing knowledge with problem solving skills, ability to hustle and get things done in minimum time frames
Ability to use tools to bridge the gap between offline activations and online app conversions.
Extreme attention to detail and willingness to roll up your sleeves - high ownership & action bias
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Visit our tech blogs to learn more about some the challenges we deal with: https://medium.com/swiggy-bytes
We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, colour, religion, sex, disability status, or any other characteristic protected by the law.
About Swiggy Instamart:
Swiggy Instamart, is building the convenience grocery segment in India. We offer more than 40000 items to our customers within 10-15 mins. We are striving to augment our consumer promise of enabling unparalleled convenience by making grocery delivery instant and delightful. Instamart has been operating in 120+ cities across India and plan to expand to a few more soon. We have seen immense love from the customers till now and are excited to redefine how India shops.