Regional Marketing Manager - Gold Loan

About the Role

The Regional Marketing Manager will serve as the strategic marketing partner supporting the Gold Loan business by collaborating closely with regional sales teams. The position focuses on driving localized marketing initiatives, enhancing branch visibility, and generating leads through various below-the-line (BTL) and hyperlocal campaigns.

Key Responsibilities

• Collaborate with regional, zonal, and area sales teams to identify branch-specific marketing requirements aligned with business priorities.
• Design and implement regional marketing campaigns to support sales objectives and exploit catchment area opportunities.
• Lead lead-generation efforts through targeted hyperlocal activities, outreach programs, and demand creation initiatives.
• Enhance branch prominence and local market presence via outdoor branding, signage, and neighborhood-focused marketing strategies.
• Manage the regional BTL activation calendar based on business cycles, festive seasons, and market demands.
• Organize and execute on-ground marketing events such as roadshows, leafleting, kiosk setups, and strategic partnerships.
• Ensure proper deployment and maintenance of merchandising, POS materials, branding collateral, and signage across all branches.
• Support new branch openings with marketing campaigns covering pre-launch awareness, launch event activations, and ongoing promotion plans.
• Oversee the preparation and distribution of promotional materials, gifting, and sales support tools for branches and field teams.
• Coordinate efficiently with both internal departments and external vendors to deliver high-quality, cost-effective results on schedule.
• Monitor and analyze marketing initiatives to provide insights on lead generation success, visibility improvements, and activation outcomes.
• Maintain strict compliance with brand standards and regulatory requirements in all marketing activities.

Expected Outcomes

• Increase in branch customer walk-ins, inquiries, and local lead generation.
• Stronger brand visibility and market presence within the assigned catchment areas.
• Successful implementation and adherence to the regional BTL marketing calendar.
• Timely and effective deployment of all marketing and merchandising materials in branches.
• Seamless execution of campaigns supporting new branch launches.
• Robust coordination and responsiveness to sales and branch team needs.

Candidate Profile

• 6 to 10 years of experience in regional marketing, field marketing, trade marketing, or branch marketing roles.
• Preferably experienced within NBFCs, gold loan services, retail financial services, banking, or businesses operating across multiple locations.
• Demonstrated expertise in sales-aligned marketing implementation.
• Experience managing marketing operations across multiple branches and cities.

Skills and Competencies

• Deep understanding of below-the-line marketing, hyperlocal campaigns, lead generation, and branch visibility strategies.
• Strong execution ability managing multiple markets and projects simultaneously.
• Excellent stakeholder management skills working with sales teams, branches, marketing departments, and external vendors.
• Commercial awareness and negotiation skills to secure favorable deals.
• Effective problem solving, coordination, and follow-up capabilities.
• Readiness to undertake extensive regional travel as required by the role.