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

o No. 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

o Implement and strictly monitor evaluation metrics and checklists that ensure requisite quality of people & materials for various kinds of programs

o Collection of consumer databases

o Cascading 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

o Participate in conducting pitches to onboard agencies by activation type

o Ensure adherence to standardized costs by activation type

o Regular reviews based on execution quality measured through set performance criteria for the agency

· Implement quality and audit systems

o Audit implementation quality

o Daily/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

o Continuously 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

o Brand objectives and role of consumer activation for each brand.

o Research methodology and techniques to evaluate activation programs.

o Best practices - Do's & Don'ts of different engagement points.

o Materials, costs, and times for fabrication of various elements involved.

o Ability to understand and develop standardized & measurable processes on training, audits, information flow, and evaluation

o Influencing skills to ensure process adherence by both internal and external stakeholders

o Budget monitoring

o Negotiation with agencies & vendors.

Attitude

o Complete ownership of the one-to-one consumer engagement touchpoint.

o Personal demonstration and presence in the programs to obtain "unfiltered" feedback.

o Ability to respond quickly to opportunities.

o "Nothing is impossible" approach.