Role Overview

As a Campaign Manager at Decathlon India, you will be the strategic engine driving omni-channel marketing and communication campaigns across our digital, social, in-store, and Out-of-Home (OOH) channels. You will design, execute, and optimize hyper-local (City/Sport level) and national campaigns that connect Indian sports passionate people with our products.

You are a master coordinator who can translate a sport category's business objective into a data-driven media plan, managing both external agency partners and internal stakeholders to maximize Decathlon's Share of Voice (SOV) and return on investment.

Key Responsibilities

1. Campaign Management & Media Strategy (Omni-channel)

• Strategic Planning: Define and build comprehensive online and offline marketing strategies based on campaign briefs and commercial goals (covering national, city-specific, and individual sport category levels).

• Media Planning: Architect end-to-end media plans, allocating budgets effectively across Digital (Performance & Brand), Social, In-store branding, and OOH media.

• Agency & Vendor Management: Act as the primary point of contact for external performance and creative agencies. Monitor, critique, and optimize campaign execution on a weekly basis.

• Strategic Partnerships: Collaborate with key publishers, platforms, and vendors to secure high-impact placements and maximize SOV on critical channels.

• Optimization & Debriefs: Maintain rigorous, daily/weekly monitoring of live campaigns. Pivot strategies based on data insights to drive cost and performance efficiencies. Deliver comprehensive post-campaign debriefs to leadership and cross-functional teams.

2. Data Analytics & Tool Management

• Performance Tracking: Leverage data analytics to track the customer journey from awareness to conversion across online platforms and physical stores.

• Tool Proficiency:

• Expert/Intermediate: Google Analytics, Google Ads, Meta Business Suite, Clevertap, Tableau, and internal Decathlon Analytics tools.

• Basic Understanding: Google My Business (GMB) and broader ecosystem data platforms.

3. Stakeholder Management

• Serve as the central hub connecting Sport Commercial Leaders, Retail/Store Managers, Digital Teams, and Global Brand teams.

• Align local city-level marketing nuances with Decathlon India’s overarching national brand identity.

4. Key Performance Indicators (KPIs)

• Your success in this role will be measured across three core pillars:

• Campaign Efficiency & ROI

• ROAS (Return on Ad Spend): Meeting or exceeding target revenue returns on digital performance marketing spend.

• CAC (Customer Acquisition Cost): Continuous optimization and reduction of cost-per-acquisition across digital channels.

• CPA / CPL / CPC: Maintaining acquisition metrics below industry and historical internal benchmarks.

• New Customers & Returning customers: Ensuring customer growth through the year for brand sustenance

• OMNI Growth: Growth of sports  / cities/ or country depending on the need of the campaign.

5. Brand Awareness & Reach

• Share of Voice (SOV): Growth of Decathlon’s visibility on key digital platforms and targeted geographic regions compared to competitors.

• Omni-channel Footfall & Traffic: Incremental growth in both e-commerce website/app traffic and physical store footfalls during hyper-local or national campaigns.

• Impression & Reach Delivery: 100% execution accuracy against planned OOH, digital branding, and in-store media assets.

6. Operational Excellence

• On-Time Delivery: Launching multi-channel campaigns exactly on schedule in alignment with sports seasons or retail events.

• Reporting Accuracy & Speed: Delivery of structured weekly optimization insights and comprehensive post-campaign debriefs within 7 business days of campaign closure.

• Coordinating will all key stakeholders, in sports teams, design, content teams, cities etc. to build a strong campaign strategy and implementation plan.

Profile Requirements :

• Experience: 3–5 years of experience handling multi-channel marketing campaigns (preferably in retail, e-commerce, or consumer-facing brands). Agency backgrounds with strong client-side exposure are welcome.

• Education: Master's degree in Marketing, Communications, Business Administration, or a data-related field.

• The Decathlon Vitality: A strong passion for sports is mandatory. We look for individuals who live the values of vitality, responsibility, authenticity, and generosity.

Skills: Exceptional communication skills, a highly analytical mindset, comfort with large datasets, and the ability to negotiate effectively with external vendors.

CASE STUDY (mandatory to attempt for application):

Scenario: The summer season (March to June) is the biggest business driver for Decathlon India, but it requires highlighting multiple sports across Swimming, Fitness, Roller sports, Team sports & Hiking.  You have to prepare a Summer Multi-Sport Campaign to help our sport categories maximize visibility and drive sales during these peak months, thanks to increase in traffic online and walkins in store. The Campaign has to be Omni (Online & Offline). The budget that the brand has given you is 25 Lakhs.

These are the objectives that you need to keep in mind while making the approach for the Campaign. Please submit your response as a deck/ppt - Max 10 Slides. (It cannot be a document format. Use strong visual representation).

Your presentation must cover:

• Overall Approach for the Campaign: Your strategy to highlight multiple sport ranges simultaneously (e.g., swimming, trekking, indoor badminton etc.) 

• Channels to be used: A clear selection of digital, social, and community-driven channels that match where summer shoppers are.

• Media Plan: A detailed budget allocation of the 25 Lakhs across the selected online and offline channels with estimated performance metrics.

• How will you attract Max people: Creative hooks to drive massive weekend footfall and digital conversions during campaign period.

• Final debrief: What are the key metrics that you will monitor and finally debrief, to measure the success of the campaign.