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 monitor evaluation 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

oRegular reviewsbased 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.

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.

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.