About This Role
This marketing role focuses on designing, executing, and managing non-media marketing initiatives across corporate retail stores, franchise networks, and wholesale distribution channels. The position suits a professional with experience in hyper-targeted strategies such as in-store visual merchandising, regional pop-ups, trade shows, and local community events to drive sales for both B2C retail and B2B wholesale clients.
Responsibilities
- Oversee the development and deployment of Point-of-Sale Materials (POSM), window displays, and in-store signage that align with seasonal collection launches
- Plan and execute grand openings, exclusive VIP shopping nights, regional fashion shows, and seasonal in-store styling workshops
- Design localized promotional campaigns, hyper-local experiential pop-ups, and mall-activation partnerships to drive brick-and-mortar foot traffic
- Collaborate with the CRM team to create targeted direct-mail or localized SMS/WhatsApp campaigns for top-tier store clusters
- Lead the end-to-end execution of the brand's presence at major fashion trade shows, exhibitions, and wholesale buying weeks
- Create "Shop-in-Shop" concepts and provide marketing toolkits (catalogs, lookbooks, display racks) to independent wholesale distributors and department store partners
- Develop trade marketing campaigns and incentive programs for wholesale agents and distributors to increase order books
- Manage the production of seasonal wholesale catalogs, line sheets, and digital lookbooks
- Source, negotiate with, and manage external fabrication agencies, printers, event coordinators, and visual display vendors
- Allocate and monitor the BTL budget across different retail regions and wholesale territories to maximize Return on Investment (ROI)
- Partner closely with Design, Merchandising, Sales, and Retail Operations teams to ensure inventory alignment with marketing pushes
- Track, analyze, and report on the effectiveness of BTL activations (e.g., foot traffic lifts, sales conversion rates, wholesale order increases)
- Gather regional competitor insights, retail trends, and consumer feedback to continuously refine local marketing toolkits
Requirements
- Bachelor's degree in Marketing, Fashion Management, Business Administration, or a related field
- 3 to 6 years of proven experience in BTL marketing, trade marketing, or experiential activations, specifically within the fashion, apparel, or lifestyle retail sectors
- Deep understanding of both the retail environment (mall dynamics, consumer behavior) and the wholesale fashion cycle (indenting seasons, trade buying behavior)
- Exceptional organizational skills with a proven track record of managing multiple event timelines, vendor logistics, and production deadlines simultaneously
