BTL Executive – Marketing & Activation

About the role

The BTL Executive will lead and execute below‑the‑line marketing activities for multiple brands, focusing on in‑store promotions, outdoor campaigns and event activations. Based in Karachi, the role ensures brand visibility and drives customer conversion through coordinated on‑ground initiatives.

Key responsibilities

• Execute, monitor and follow‑up with agencies on Mega BTL and activation projects for all brands.
• Oversee the in‑store category captain programme in key retail outlets and resolve operational issues.
• Plan and participate in events to build brand equity.
• Monitor all outdoor media campaigns and ensure proper ground execution.
• Manage regional brand KPIs such as TOM, penetration and consideration.
• Drive in‑store BTL activities (LMT & IMT) to increase customer conversion and retention.
• Communicate timely sponsorship opportunities and key marketing events.
• Conduct post‑audit of BTL activations and outdoor campaigns and report findings.
• Provide market intelligence by reporting competitor activities.

Required profile

• Minimum bachelor’s degree in a relevant field.
• At least three years of experience in marketing BTL and activations.

Required skills

• Strong interpersonal and communication abilities.
• Stakeholder management and negotiation skills.
• Team‑player mindset.