Field Sales Executive

**BTL Marketing Executive**

**Job Purpose:** Plan and execute all below-the-line (BTL) marketing activities across the assigned branch catchment area to generate qualified leads and drive branch walk-ins from customers looking to sell old gold or release pledged gold. Own on-ground brand visibility, local market intelligence, and the merchant referral network feeding the branch pipeline. Every activity must map to a defined lead/walk-in target and be measured on outcomes, not effort.

**Key Responsibilities:**

*BTL Campaign Execution:* Plan and deploy the full BTL mix — flyers/pamphlets, canopy/kiosk activations, roadshows with mike announcements, apartment and gated-community campaigns, weekly market activations, festival/seasonal promotions, and auto-rickshaw branding on high-exposure routes. Conduct shop-to-shop visits and merchant tie-up drives to build local referral sources. Run referral campaigns to convert existing customers into referrers. Ensure all materials and activations meet brand standards (logo, colours, "Sell Gold Befikar!" tagline).

*Lead & Walk-In Generation:* Capture complete leads (name, mobile, area, intent) from every field activity. Submit leads to Inside Sales same-day with zero backlog. Track walk-ins linked to specific activities, and personally follow up on high-intent leads with warm handoffs.

*Market Intelligence:* Track competitor campaigns, offers, and messaging in the catchment. Conduct local market surveys to spot new high-footfall zones and seasonal opportunities. Report findings weekly with actionable, branch-specific observations.

*Material Management:* Take custody of all branding materials; ensure correct use, storage, and accurate inventory with no wastage or damage. Raise replenishment requests proactively. Maintain correct placement of banners/flex boards at approved locations.

*Daily Reporting:* Submit structured daily reports (areas covered, activities, materials used, leads, walk-ins, competitor notes) with time-stamped photo evidence, same day, every day.

**Key Accountabilities:** Daily lead targets; walk-in contribution; full execution of the activity calendar; branding consistency; same-day lead submission; same-day reporting with photo evidence; accurate material custody; weekly market intelligence.

**KRA Weightage:** Lead Generation & Quality (30%) · BTL Activity Execution & Coverage (25%) · Referral & Merchant Network Building (20%) · Competitor Tracking & Market Intelligence (15%) · Reporting, Branding & Material Management (10%).

**Key Skills:** Field execution and on-ground presence; lead generation and qualification; persuasive communication; relationship and network building; local area knowledge; reporting and documentation discipline; ownership and accountability; competitor and market awareness; inventory/resource management; brand compliance judgment.

**Qualifications & Experience:** Graduate in any discipline (marketing/sales/business preferred). 1–3 years in BTL/field marketing, direct sales, or similar; freshers with strong field aptitude considered. BFSI, gold loan, jewellery, or retail finance background is an advantage. Own two-wheeler with valid license required. Local language proficiency; working English/Hindi preferred.

**Work Conditions:** Field-based role with extensive daily travel across the assigned catchment. Availability required on weekends and during festival/seasonal peaks. Physically active — outdoor activations, canopy setups, walking-intensive schedule.