Manager — Brand Activation & Cluster Marketing

Rupeek Fintech Pvt LtdManager — Brand Activation & Cluster MarketingFY27 · Below-the-Line Activation · Hyperlocal Cluster PlaybookAbout RupeekRupeek, established in 2015 and headquartered in Bangalore, is India's leading asset-backed digital lending fintech platform. We are transforming gold loan disbursal across 40+ cities through state-of-the-art technology and an automated asset-light supply chain, serving 5,00,000+ customers via partnerships with leading banks. Backed by Sequoia Capital, Accel Partners, Bertelsmann, and GGV Capital.Role at a GlanceJob Title: Manager — Brand Activation & Cluster MarketingLocation: Bangalore HQ · ~50%+ travel to cluster citiesReports to: Growth / Performance Marketing LeadType: Individual ContributorExperience: 3–5 years in BTL, on-ground brand activation, hyperlocal or field marketingQualification: Bachelor's required; MBA / PG in Marketing preferredPosition OverviewRupeek is launching a 360° BTL playbook across our top metro clusters to drive new customer acquisition. We are looking for a Manager — Brand Activation & Cluster Marketing to own end-to-end execution: run the pilot, measure what works, and evolve the playbook so it scales cleanly to 100+ clusters in FY27. This is a high-ownership, hands-on role for an operator who is equal parts executor, analyst, and strategist — and who'll spend significant time in cluster cities making sure plans actually show up on the ground.Key Responsibilities1. Cluster Activation ExecutionOwn end-to-end execution of the BTL playbook per cluster — visibility (shopboards, OOH, branch branding) & on-ground activationsRun operating cadence: pre-launch readiness → go-live → sustained 360° wave. Translate the plan into a dated, executable timeline for each cluster.Travel to cluster cities to oversee installation, audit on-ground execution, and coordinate with field ops, call centre etc to convert activation into acquisition.2. Vendor & Agency ManagementBuild and manage vendor ecosystem across BTL categories: OOH, shopboard production, event mgmt, lucky-draw and hype activities, printed collateral.Own the relationship with the creative agency / internal creative team— write sharp briefs, manage timelines, and maintain quality control over visual identity.3. Performance Analytics & OptimizationOwn KPIs — app downloads, leads, walk-ins, disbursals, conversion rates and ROI metrics.Set up and maintain measurement infrastructure, partner with tech and data to plug journey gaps.Drive continuous spend reallocation / optimization based on what's delivering ROI.4. Playbook Evolution & StrategyRun pilots to evolve it — what to keep, kill, or scale by cluster archetype, geography, and language.Codify SOPs, vendor playbooks, briefing templates, and modular activation kitsKey Personal AttributesBias for action — comfortable in ambiguity, decisive with imperfect information.Operator mindset — energy from execution and being on-site, not just from strategy decks.Analytical and structured — equally comfortable in a spreadsheet and at a market hotspot.Frugal and ROI-obsessed — instinctively asks 'what did this ₹1 deliver?' and reallocates accordingly.Qualifications3–5 years in BTL marketing, on-ground brand activation, hyperlocal, field, or trade marketing.Direct experience running multi-city / multi-cluster activation programs.Hands-on experience managing OOH, BTL, event vendors, and creative agencies. Comfortable writing briefs, running ground audits, managing budgets.Strong measurement chops and use data to optimize spend.Willingness to travel ~50%+ to cluster cities; comfort with field-first work.