Regional Marketing Manager - Gold Loan Business

Role Overview

As the Regional Marketing Manager for the Gold Loan segment, you will partner closely with the regional sales team to execute localized marketing strategies. Your efforts will focus on boosting branch walk-ins, enquiries, visibility, and driving business acquisition through targeted on-ground marketing activities.

Primary Responsibilities

• Collaborate with regional, zonal, and area sales teams to identify branch specific marketing requirements aligned with business goals.
• Develop and implement regional marketing plans that support sales objectives and exploit catchment area opportunities.
• Generate leads via local activations, hyperlocal campaigns, outreach events, and other demand-generation tactics.
• Enhance branch presence through outdoor branding, signage, and neighborhood-focused initiatives.
• Plan and manage the below-the-line (BTL) marketing calendar reflecting business cycles, festive occasions, and market needs.
• Execute on-ground activities including roadshows, leaflet distribution, kiosk operations, and establishing partnerships to maximize market engagement.
• Oversee merchandising efforts such as Point Of Sale Material (POSM), branding collateral, and signage deployment at branches.
• Lead marketing initiatives around new branch launches from pre-launch visibility to post-launch sustainability.
• Handle promotional collateral, gifting strategies, and sales support materials for branch and field teams.
• Coordinate with internal teams and external vendors ensuring cost-effective, quality execution within timelines.
• Monitor and assess the effectiveness of marketing campaigns providing insights on lead generation and brand visibility impacts.
• Ensure compliance with regulatory standards and brand guidelines.

Expected Outcomes

• Increase in branch visits, enquiries, and localized lead generation.
• Enhanced catchment area visibility and branch market presence.
• Successful implementation of the regional BTL activation schedule.
• Timely and effective deployment of branding and merchandising materials.
• Effective launch and promotion strategies for new branches.
• Strong collaboration and support for sales and branch teams.

Candidate Profile

• 6 to 10 years of experience in regional, field, trade, or branch marketing.
• Background preferred in NBFC, gold loan, retail financial services, banking, or businesses operating across multiple locations.
• Proven expertise in marketing operations aligned with sales and handling multi-branch/multi-city marketing campaigns.

Key Skills and Competencies

• Deep knowledge of BTL tactics, hyperlocal marketing, and branch visibility enhancement.
• Strong execution focus capable of managing marketing activities across several markets simultaneously.
• Excellent stakeholder management including coordination with sales, branch, marketing teams, and vendors.
• Good commercial sense and negotiation capabilities.
• Effective problem-solving, organizational, and follow-through skills.
• Willingness to undertake extensive travel within the assigned region.