Manager - Experiential Marketing

The role will play a key part in translating brand and marketing strategies into impactful retail campaigns and on-ground consumer experiences that strengthen brand awareness, increase store engagement and support business and sales objectives.

In addition to managing marketing activation initiatives for the West region, the role will also be responsible for coordinating with and overseeing the deliverables of marketing resources supporting the North region, providing direction, guidance, and mentorship to ensure consistency in execution, timelines, and brand standards.

The incumbent will work closely with the Marketing, Visual Merchandising, Retail Operations, Sales, Creative, Digital, and external agency teams to ensure seamless planning and execution of campaigns, events, activations, and other consumer-facing initiatives.

Function: Marketing

Sub-Function: Experiential Marketing(Retail Activation & Campaigning)

Designation: Manager / Deputy Manager - Marketing

Joining Location: Mumbai - Andheri East

Role Type: Individual Contributor (IC)

Regional Responsibility: West Region, with oversight of North Region resources

Reporting To: Senior Manager - Marketing & VM

Experience: 7+ years, preferably 8-9 years

Qualification: Postgraduate / MBA in Marketing

Key Responsibilities

1. Retail Activation & Experiential Marketing Strategy

• Support the development and execution of regional experiential marketing and retail activation strategies aligned with overall brand and business objectives.
• Translate national marketing campaigns and brand priorities into relevant regional and local market activation plans.
• Identify opportunities to enhance consumer engagement through innovative retail experiences, events, activations, and localized campaigns.
• Develop activation concepts that are relevant to the target consumer and aligned with the brand's positioning.
• Ensure all regional activations maintain consistency with brand guidelines and communication standards.
• Recommend new and innovative activation formats based on market trends, consumer behavior, and competitive activity.

2. Campaign Planning & Execution

• Plan, coordinate, and execute integrated marketing campaigns across retail, experiential, events, print, digital and other relevant channels.
• Own regional campaign calendars and ensure timely execution of planned marketing initiatives.
• Coordinate with internal stakeholders and external agencies/vendors for campaign planning and execution.
• Prepare detailed campaign briefs, execution plans, timelines, and deliverables.
• Monitor campaign implementation from conceptualization through execution and closure.
• Ensure all campaign assets, branding elements and communication materials are delivered within agreed timelines.
• Conduct post-campaign reviews and identify opportunities for improvement.

3. Retail Store Activation

• Partner with Retail Operations and Sales teams to identify opportunities for increasing customer footfall, engagement, and conversion through localized activations.
• Develop and execute store-level promotional activities, consumer engagement programs, and local marketing initiatives.
• Support new store launches, store anniversaries, key retail moments and other business-critical initiatives.
• Develop activation plans for high-priority stores, malls, markets, and catchment areas.
• Ensure activation activities are aligned with store objectives and deliver measurable business impact.
• Gather feedback from stores and regional teams to continuously improve activation effectiveness.

4. Experiential Events, Partnerships & Sponsorships

• Plan and execute experiential events, consumer engagement activities, brand experiences, and promotional events.
• Identify and evaluate opportunities for relevant partnerships, sponsorships, collaborations, and local events.
• Coordinate with athletes, influencers, event partners, malls, retailers, and other external stakeholders where applicable.
• Manage event agencies and other external partners to ensure quality and timely execution.
• Ensure event experiences are consistent with brand identity and provide meaningful consumer engagement.
• Track event performance and prepare post-event reports with key learnings and recommendations.

5. Market & Consumer Research

• Monitor market trends, consumer behavior, retail trends, and competitor marketing activities.
• Conduct market scans to identify relevant opportunities for regional activations.
• Analyze competitor campaigns, events, promotions, and consumer engagement initiatives.
• Provide insights to the marketing team on regional consumer preferences and market opportunities.
• Use market intelligence to recommend localized marketing initiatives and improve campaign effectiveness.

6. Brand Management & Compliance

• Ensure consistent implementation of brand guidelines across all regional activations and consumer touchpoints.
• Work closely with creative and VM teams to ensure all campaign communication and physical branding elements meet brand standards.
• Review marketing collateral, activation concepts, and event branding before execution.
• Ensure agencies, vendors and other partners understand and adhere to brand requirements.
• Identify and address any gaps in brand execution across the region.

7. Creative & Content Coordination

• Work with internal creative teams and external agencies to develop campaign and activation communication.
• Prepare clear creative briefs covering campaign objectives, target audience, messaging, deliverables, and timelines.
• Coordinate development of promotional assets, event communication, retail communication, and digital content as required.
• Review creative outputs and provide relevant feedback to ensure alignment with campaign objectives and brand guidelines.
• Coordinate with digital and social media teams to amplify relevant retail activation and experiential initiatives.

8. Social Media & Digital Integration

• Coordinate with digital/social media teams to ensure relevant experiential and retail campaigns receive appropriate digital amplification.
• Support the development of content around events, activations, launches, and consumer engagement initiatives.
• Monitor campaign-related digital engagement and consumer response.
• Identify opportunities to integrate offline retail experiences with digital marketing initiatives.
• Ensure regional activation content is aligned with the overall digital communication strategy.

9. Collaboration with Sales & Retail Operations

• Work closely with Sales, Retail Operations and VM teams to understand regional business priorities and translate them into marketing activation plans.
• Support sales teams with relevant marketing initiatives that contribute to store traffic, consumer engagement, and sales.
• Participate in regional business reviews and provide marketing recommendations.
• Ensure marketing initiatives are planned based on store requirements, business priorities, and market potential.
• Establish strong relationships with regional stakeholders to ensure smooth execution of campaigns.

10. West Region Ownership

• Take end-to-end ownership of retail activation and experiential marketing initiatives for the West region.
• Develop regional activation plans based on business priorities, market potential, and consumer insights.
• Manage the regional marketing calendar and ensure timely execution.
• Coordinate with stores, regional business teams, agencies, and vendors.
• Monitor execution quality and ensure timely resolution of regional activation-related issues.
• Evaluate the effectiveness of regional initiatives and share actionable insights with the senior marketing team.

11. North Region Resource Oversight & Mentoring

• Provide functional guidance and mentorship to marketing resources supporting the North region.
• Review and monitor the North team's marketing activation plans, timelines, and deliverables.
• Ensure consistency in campaign execution, brand standards and reporting across West and North regions.
• Support North resources in campaign planning, agency coordination, event execution, and problem-solving.
• Review key deliverables and provide constructive feedback to improve quality and effectiveness.
• Act as a point of coordination between North regional resources and the central Marketing & VM team wherever required.
• Track progress against agreed deliverables and escalate critical gaps or delays to the reporting manager.
• Build capability within the North resources through regular guidance, knowledge sharing and best-practice sharing.

12. Agency & Vendor Management

• Identify, coordinate, and manage experiential marketing agencies, event agencies, production partners, and other vendors.
• Brief agencies clearly on campaign objectives, scope, timelines, and expected deliverables.
• Evaluate agency proposals and execution plans based on quality, relevance, feasibility, and cost.
• Monitor vendor performance and ensure adherence to agreed timelines and deliverables.
• Ensure proper documentation and closure of marketing activities with external partners.
• Build strong agency/vendor relationships while maintaining commercial discipline.

13. Budget Management & Cost Optimization

• Support planning and management of regional marketing and activation budgets.
• Track campaign and activation spend against approved budgets.
• Ensure effective utilization of marketing spends and identify opportunities for cost optimization.
• Review vendor quotations and proposals in coordination with relevant stakeholders.
• Maintain appropriate documentation for marketing spends approvals and campaign closures.
• Ensure activities are executed within approved financial parameters.

14. Campaign Performance & Reporting

• Establish relevant KPIs for retail activation and experiential marketing initiatives.
• Track campaign performance, consumer engagement, footfall, participation, and other relevant metrics.
• Prepare regular reports on campaign progress, spends, execution status and business impact.
• Conduct post-campaign analysis and identify key learnings.
• Provide actionable recommendations to improve future campaigns.
• Maintain a structured repository of campaign plans, reports, photographs, learnings, and performance data.

15. Cross-Functional Coordination

• Collaborate with Marketing, VM, Retail Operations, Sales, Digital, Creative, Finance and other internal stakeholders.
• Ensure effective communication of campaign requirements and timelines across functions.
• Coordinate multiple stakeholders simultaneously to ensure seamless campaign execution.
• Proactively identify execution challenges and drive timely resolution.
• Act as a strong bridge between the central marketing team and regional business teams.

Key Deliverables / KPIs

The role will be evaluated on:

• Timely execution of regional retail activation and experiential marketing campaigns.
• Quality and consistency of campaign execution across the West region.
• Effectiveness of retail activations in driving consumer engagement and store objectives.
• Successful execution of store launches, events, and key marketing initiatives.
• Adherence to approved marketing budgets and cost optimization.
• Agency and vendor performance management.
• Campaign ROI and performance measurement.
• Quality and timeliness of marketing reports and post-campaign analysis.
• Stakeholder satisfaction across Marketing, Sales, and Retail Operations.
• Effective oversight, mentoring, and delivery tracking of North region resources.
• Consistency of brand standards across regional activations.
• Identification and implementation of innovative experiential marketing opportunities.

Candidate Profile

The ideal candidate should have:

• 7+ years of relevant experience, preferably 8-9 years, in Marketing, Experiential Marketing, Retail Marketing, Brand Activation, Events or a related field.
• Prior experience in retail, consumer-facing, lifestyle, footwear, fashion, FMCG, consumer durables or other retail-oriented industries will be preferred.
• Strong hands-on experience in experiential marketing, retail activations, events, and campaign execution.
• Experience in managing multiple projects and stakeholders simultaneously.
• Strong understanding of retail marketing and consumer engagement.
• Experience working with creative, experiential and event agencies.
• Ability to independently manage regional marketing initiatives from planning to execution and evaluation.
• Experience in mentoring or guiding junior/peer resources will be an advantage.
• Strong commercial understanding and ability to manage marketing budgets effectively.
• Strong analytical and problem-solving skills.
• Excellent communication, presentation, and stakeholder management skills.
• Ability to work in a fast-paced, deadline-driven retail environment.

Educational Qualification

• Postgraduate / MBA in Marketing from a recognized institute.
• Additional certification in Digital Marketing, Brand Management, Experiential Marketing or Event Management would be an advantage.

Technical & Functional Skills

• Strong knowledge of Experiential Marketing and Retail Activation.
• Campaign planning and execution.
• Event management and consumer engagement.
• Agency and vendor management.
• Market and competitor analysis.
• Budget tracking and cost management.
• Campaign performance measurement and reporting.
• Strong understanding of retail marketing dynamics.
• Proficiency in Microsoft Excel, PowerPoint, and Word.
• Strong presentation and report-making skills.
• Familiarity with digital marketing and social media platforms.
• Ability to interpret campaign data and derive actionable insights.

Behavioral Competencies

• Strong communication and interpersonal skills
• Strategic and creative thinking
• Ownership and accountability
• Strong execution orientation
• Stakeholder management
• Collaboration and teamwork
• Problem-solving ability
• Commercial acumen
• Attention to detail
• Ability to manage multiple priorities
• Agility and adaptability
• Ability to influence without direct authority
• Mentoring and coaching mindset
• Strong follow-through and commitment to timelines

Role Summary

This is an Individual Contributor role with regional ownership, responsible for driving Retail Activation & Experiential Marketing for the West region, while also providing functional oversight, mentoring, and deliverable monitoring for North region marketing resources.

The role requires a candidate who can combine strategic thinking with strong hands-on execution, effectively collaborate with Sales, Retail Operations, VM, Creative and Digital teams, and deliver impactful consumer experiences that strengthen the brand and contribute to business growth.

About Skechers

Skechers, a global Fortune 500® company, develops and markets a diverse range of lifestyle and performance footwear, apparel, and accessories. Serving over 180 countries and territories, Skechers connects customers to products through department and specialty stores, e-commerce and digital stores, and through our more than 5,300 Skechers retail locations.