Manager - Brand Activation

ITC Limited | Full time
Bangalore North, India | Posted on 03/03/2025
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.
 
 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.
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