Manager - Brand Activation

• To drive superior one-to-one consumer
• engagement programs across the portfolio of food brands, which, while
• delivering scale and extendability:
• 1.Enable consumer product trial/sampling
• 2.Disseminate key product benefits
• 3.Bring alive the brand experience for
• the consumer by
• ensuring the design & implementation of activation programs in line with brand
• guidelines, within the stipulated time, at optimal cost, and superior to the competition.

Key Objectives

• ·Quality of implementation of consumer
• programs
• oNo. of programs implemented for each brand cutting across various
• touchpoints (eg: Home
• including resident welfare associations, IN-Store, Out of Home Points of
• congregation - Malls, Cinemas, Haats, Exhibitions, Kitty Parties, Horeca’s)
• ·Delight the consumer at every
• touchpoint
• oImplement and strictly monitorevaluation metrics and checklists
• that ensure requisite quality of people & materials for various kinds of
• programs
• oCollection of consumer databases
• oCascading standardized training modules for brand promoters and
• conducting quality checks on the ground to check adherence to the same
• ·Build a network of high Quality

Agencies

• oParticipate in conducting
• pitches to onboard agencies by activation type
• oEnsure adherence to
• standardized costs by activation type
• oRegularreviewsbased on execution quality measured through set performance criteria for the
• agency
• ·Implement quality and audit systems
• oAudit
• implementation quality
• oDaily/weekly/monthly reports on
• programs that enable timely and actionable feedback to all stakeholders
• ·Cost per contact to be benchmarked to the best in the
• industry
• oContinuously drive down cost per
• contact through both efficient and effective means
• ·Working effectively with
• all partners to drive buzz, scale, and smooth implementation.

Requirements

Knowledge

• oBrand objectives and role of
• consumer activation for each brand.
• oResearch methodology and techniques
• to evaluate activation programs.
• oBest practices - Do's & Don'ts
• of different engagement points.
• oMaterials, costs, and times for
• fabrication of various elements involved.

Skills

• oAbility to understand and develop
• standardized & measurable processes on training, audits, information flow, and evaluation
• oInfluencing skills to ensure
• process adherence by both internal and external stakeholders
• oBudget monitoring
• oNegotiation with agencies &
• vendors.

Attitude

• oComplete ownership of the one-to-one consumer engagement touchpoint.
• oPersonal demonstration and
• presence in the programs to obtain "unfiltered" feedback.
• oAbility to respond quickly to
• opportunities.
• o"Nothing is impossible"
• approach.