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

1. 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.

2. 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.

3. 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.

4. 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.

5. 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.

6. 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.

7. 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.