Manager Consumer Activation

Job Title : Manager Consumer Activation

Purpose of the Job :

To drive superior one to one consumer engagement programs across the portfolio of Foods brands, which, while delivering scale and extendibility:

1. Enable consumer product trial, sampling and engagement

2. Disseminate key product benefits by creating interesting activation programs

3. Bring alive the brand experience for the consumer by ensuring design & implementation of activation programs in line with brand guidelines, within the stipulated time, at optimal cost and superior to competition.

Key Result Areas:

•Quality of implementation of consumer programs for each brand in multiple geography

• Delight the consumer at every touchpoint • Build a network of high quality Agencies

• Implement quality and audit systems

• Cost per contact to be benchmarked to the best in the industry

• Develop & implement Measurement systems for effectiveness

• Working effectively with all partners to drive buzz, scale and smooth implementation

Key Objectives :

Quality of implementation of consumer programs

-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

-Implement and strictly monitor evaluation metrics and checklists that ensures requisite quality of people & materials for various kinds of programs.

- Collection of consumer databases.

- Cascading standardized training modules for brand promoters and conducting quality checks on ground to check adherence to the same

Build a network of high Quality Agencies

-Participate in conducting pitches to empanel agencies by activation type.

-Ensure adherence to standardized costs by activation type.

-Regular reviews basis execution quality measured through set performance criteria for the agency.

Implement quality and audit systems

-Audit implementation quality.

-Daily/weekly/monthly reports on programs that enables timely and actionable feedback to all stakeholders.

Cost per contact to be benchmarked to the best in the industry

-Continuously drive down cost per contact through both efficient and effective means

-Working effectively with all partners to drive buzz, scale and smooth implementation

-1st party data generation .

Key Knowledge, Skills & Attitudes

Knowledge

-Brand objectives and role of consumer activation for each brand

-Research methodology and techniques to evaluate activation programs o Best practices

- Do's & Don'ts of different engagement points o Materials, costs, lead-times for fabrication of various elements involved

Skills

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

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

-Budget monitoring

-Negotiation with agencies & vendors

Attitude

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

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

- Ability to respond quickly to opportunities

-"Nothing is impossible" approach