Manager – Brand Activation
Full time On site @ITC Limited posted 2 weeks ago Shortlist Email JobJob Detail
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Job ID 19733
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Experience 5 Years
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Job Categories Marketing Manager
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Qualifications Master’s Degree
Job Description
To drive superior one-to-one consumer engagement programs across the portfolio of food brands, which, while delivering scale and extendability:
- Enable consumer product trial/sampling
- Disseminate key product benefits
- 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.
Skills
​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.
Required skills
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