ResearchAyu - Head - BTL Activation

Role Overview:

As the Head of BTL Activation, you will play a pivotal role in driving brand awareness and customer engagement through on-ground activations and below-the-line marketing campaigns. You will strategize, execute, and oversee outreach initiatives that connect directly with our target audience across cities, clinics, communities, and retail touchpoints.

This is a high-impact leadership role ideal for someone who is hands-on, data-driven, and passionate about making a real difference in people's lives through purpose-led marketing.

Key Responsibilities:

- BTL Strategy Development: Create and execute high-impact BTL marketing strategies tailored to urban and semi-urban markets.

- Campaign Leadership: Lead execution of on-ground activations such as health camps, clinics, awareness drives, community events, and doctor engagement programs.

- Team Management: Build and manage a pan-India team of field marketers, city leads, and activation managers.

- Vendor Management: Identify and manage third-party vendors for printing, fabrication, staffing, and logistics.

- Collaboration: Work closely with product, sales, and digital marketing teams to ensure integrated campaign messaging and targeting.

- Performance Tracking: Measure and analyze ROI from all BTL activities using data, feedback, and CRM integrations.

- Brand Stewardship: Maintain consistent brand messaging and ethics in all customer-facing initiatives.

- Innovation: Continuously explore new formats and channels for field engagement and brand education.

Requirements:

- Proven 8+ years of experience in BTL marketing, field activation, or trade marketing in high-growth consumer-facing industries (Healthcare, FMCG, Wellness, etc.).

- Strong leadership and team-building skills across diverse geographies.

- Ability to work in a high-paced, startup environment with a hands-on approach.

- Excellent project management, budgeting, and vendor negotiation skills.

- Exposure to tier-2 and tier-3 markets will be a strong advantage.

- Degree in Marketing, Business, or related field (MBA preferred).

Why Join ResearchAyu?

- Be part of a purpose-driven organization transforming healthcare through innovation.

- Fast-track career growth in one of India's fastest-growing health-tech startups.

- Lead national-level campaigns that have a real impact on people's lives.

- Work alongside passionate, mission-oriented professionals in a high-energy environment.