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GreenTree Advisory Services Pvt. Ltd.
Lead – BTL & New Centre Launch Marketing
GreenTree Advisory Services Pvt. Ltd. · posted 2 months ago
New Delhina
About the role
Job Description: Lead – BTL & New Centre Launch Marketing
| Department | Marketing |
|---|---|
| Reports to | Head of Marketing |
| Location | Delhi HQ |
| Experience | 6–9 years |
| Employment type | Full-time |
About the Role
Zigly opens new centres at a rate of 2–5 per month. This role owns the entire on-ground GTM motion for each launch — playbook, execution, vendor negotiation, and P&L. The role also carries ongoing BTL and in-centre branding responsibility between launches — regional activations, centre refreshes, community events.
Key Responsibilities
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GTM Playbook — Own & Evolve
Maintain and continuously improve the New Centre Opening (NCO) playbook: the D-12 to D+12 activity calendar covering OOH, centre/lift branding, countdown content, influencer + local PR, activations, and community events.
Capture learnings after every launch and fold them back into the standard playbook. This is a living document, not a one-time deck.
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Launch Execution & Project Management
Run the day-by-day execution calendar per launch: OOH go-live, branding transitions, influencer seeding, activation day, post-launch events.
Single point of accountability for hitting D-Day. No slippage.
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Vendor Sourcing, Negotiation & Budget Ownership
Build and maintain a vetted vendor panel: OOH agencies, branding/signage fabricators, event/activation agencies, printers, local PR and influencer partners.
Own the launch P&L — negotiate rates, issue POs, track spend vs. budget and be accountable for cost efficiency across the full calendar year, not just per launch.
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In-Centre Branding
Oversee design-to-installation for all centre and branding assets; both new launch and existing.
Ensure branding consistency across markets and compliance with brand guidelines.
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Events & Activations
Plan and execute launch-day and post-launch community events (adoption drives, meet-ups, feeding drives, or category-equivalent).
Coordinate local vendors, permits, logistics, and on-ground staffing for each city.
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Cross-functional Coordination
Align with Real Estate/Ops on centre-readiness dates, Central Marketing on creative assets, Regional teams on local market intel, and Digital on WhatsApp/social pushes tied to the launch calendar.
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Reporting
Post-launch reviews: spend-vs-plan, vendor performance scorecards, playbook revision notes.
What We're Looking For
10–12 years in BTL/on-ground marketing, retail launches, or activations — ideally with direct experience opening physical retail, F&B, healthcare, fitness, or lifestyle centres.
An existing vendor network, not one to build from scratch: OOH, branding/fabrication, events, print.
Demonstrated P&L ownership — has negotiated vendor contracts and owned a budget, not just managed one handed to them.
Experience in leading high-performance teams.
Track record running tight, date-locked execution timelines (25-day sprints, D-12 to D+12 style) without slippage.
Willing to travel to launch markets on short notice.
Strong bias for meticulous planning: Gantt charts, checklists, contingency plans — not "we'll figure it out on the day."
Nice to have: experience launching centres in a pet care / lifestyle / community-events-heavy category.