BTL Manager

• BTL Manager
• Department: Marketing
• Reports to: Marketing Manager / Brand Manager
• Location: Maputo City

Job Purpose

The BTL Marketing Officer is responsible for planning, coordinating, and executing Below-the-Line (BTL) marketing activities to drive brand visibility, consumer engagement, and sales growth through targeted activations and promotions.

Key Responsibilities

BTL Planning & Execution

• Plan and implement BTL campaigns including activations, roadshows, in-store promotions, and events
• Coordinate product demonstrations, sampling, and promotional activities
• Ensure brand guidelines are consistently applied across all BTL activities

Field & Activation Management

• Recruit, train, and supervise promoters and brand ambassadors
• Prepare activation schedules and ensure proper deployment of field teams
• Monitor promoter performance and provide on-the-job coaching

Stakeholder & Vendor Coordination

• Liaise with suppliers, agencies, venues, and retailers to ensure smooth execution of activations
• Manage logistics such as branding materials, uniforms, giveaways, and stock

Reporting & Analysis

• Track campaign performance and prepare post-activation reports
• Collect market intelligence, customer feedback, and competitor insights
• Measure ROI of BTL initiatives and recommend improvements

Budget & Compliance

• Assist in managing BTL budgets and cost control
• Ensure activities comply with company policies and local regulations

Key Performance Indicators (KPIs)

• Successful execution of BTL campaigns
• Increased brand visibility and consumer engagement
• Quality of activation reports and market feedback
• Promoter performance and attendance
• Adherence to timelines and budgets

Requirements

Education

• Degree or Diploma in Marketing, Communications, Business Management, or related field

Experience

• 1–3 years’ experience in BTL marketing, field marketing, or brand activations
• Experience managing promoters or field teams is an advantage

Skills & Competencies

• Strong organizational and coordination skills
• Excellent communication and interpersonal skills
• Ability to work under pressure and meet deadlines
• Data collection and reporting skills
• Willingness to work weekends and travel when required

Personal Attributes

• Energetic and proactive
• Results-oriented
• Strong attention to detail
• Team player with leadership potential

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