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. 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.