Founded in 2015, Rapido is India's leading multi-modal mobility platform. What started with bike taxis has expanded into a comprehensive mobility ecosystem including auto-rickshaws, cab-hailing, and peer-to-peer deliveries.
Today, Rapido holds a strong position in the mobility space with a 70% market share in bike taxis, 40% in auto rides, and the second-largest position in the cab segment with a 22% market share. With over 4 million rides completed daily and 2 billion+ rides served, Rapido operates across 200+ cities and is rapidly expanding towards a presence in 500 cities, making mobility more accessible, affordable, and reliable for millions of users across India.
As an Associate Manager – BTL Marketing, you will be responsible for planning, executing, and managing on-ground marketing initiatives to drive brand visibility, customer acquisition, captain engagement, and market growth.
The role requires strong execution capabilities, field ownership, stakeholder management, and the ability to deliver high-quality marketing campaigns in a fast-paced environment.
Plan and execute city-level BTL marketing campaigns aligned with the marketing calendar.
Manage on-ground activations including kiosks, roadshows, apartment campaigns, RWAs, colleges, corporates, malls, transit hubs, and local events.
Ensure timely deployment of branding materials, promotional assets, and campaign collaterals.
Maintain campaign quality and ensure adherence to brand guidelines.
Coordinate with activation agencies, promoters, printing vendors, and event partners.
Ensure timely availability of campaign materials and required logistics.
Monitor vendor performance and ensure execution within defined timelines.
Validate vendor deliverables and support invoice processing.
Plan and execute promotional events and brand activations.
Manage venue coordination, permissions, manpower deployment, and event logistics.
Ensure smooth execution of campaigns with minimal operational challenges.
Capture campaign highlights and prepare execution reports.
Conduct regular market visits to evaluate campaign effectiveness.
Track competitor activities and local marketing initiatives.
Gather customer and captain feedback to identify improvement opportunities.
Generate actionable insights to enhance campaign performance.
Maintain daily and weekly campaign trackers.
Monitor campaign performance against defined KPIs.
Prepare post-campaign reports with key learnings, insights, and recommendations.
Share updates with city and central marketing teams.
Work closely with City Operations, Business, Supply, Finance, Procurement, and Marketing teams.
Support new city launches, festive campaigns, and strategic marketing initiatives.
Ensure effective coordination between local and central stakeholders.
Bachelor's degree in Marketing, Business Administration, Communications, or a related field.
MBA preferred.
1–4 years of experience in BTL Marketing, Brand Activations, Events, or Field Marketing.
Experience in consumer internet, mobility, FMCG, retail, telecom, or startup environments preferred.
Strong execution and project management skills.
Experience managing vendors and marketing agencies.
Excellent communication and stakeholder management abilities.
Comfortable with field travel and working in a dynamic environment.
Proficiency in MS Excel and PowerPoint.
Strong analytical mindset with the ability to track and improve campaign performance.
Execution Excellence
Ownership & Accountability
Attention to Detail
Vendor Management
Problem Solving
Time Management
Collaboration
Customer-Centric Approach
Adaptability
Bias for Action
Timely execution of BTL campaigns.
Campaign quality and brand compliance.
Customer and captain engagement through activations.
Vendor SLA adherence.
Budget management.
Timely reporting and actionable insights.
Stakeholder satisfaction across teams.
This role is ideal for someone who enjoys field execution, thrives in a high-energy environment, and is passionate about building impactful marketing campaigns while contributing to Rapido's growth journey.