Senior Manager Consumer Activation

2 weeks ago

Bengaluru, India ITC Limited Full time

Designation –Lead – Consumer Activation ( Experiential Marketing)

Reporting TO – CDMO


Skills/ qualification/ experience: -

1. Industry knowledge: Strong understanding of activation and event. FMCG background will be good to have

2. Creativity: Ability to think creatively and develop innovative and tech-based solutions

3. Collaboration and people management: Strong collaborative, partnership and team building skills

4. Strategic thinking: ability to develop and execute strategic plans within the desired timelines and budgets to drive business outcomes

5. Analytical skills: strong analytical and problem-solving skills

6. Measurement: measure the performance of the campaign using metrics like productivity, sales lift, brand health etc


Key Responsibilities:


1.Basis the brand plan, arrive at an annual set of activities/ calendar and drive it to execution and measure the campaigns/ understand the effect on the brands


2.For each Key sub brand, ensure a clear strategy and role of activation to achieve business objectives and measure the impact on the brand


3.Build consumer database and retarget consumers in future


4.Drive Rural and Higher Participation in Mela/ Fairs and explore regional festivals like Chatt Puja, Karva Chauth etc


5.Cost Optimization - Negotiation, cost effective models


6.Identify new touch Points to Engage/ Sample/ Sell - Wedding planner, Cafeteria, Amusement Parks


7.Create campaigns using technology -AR/VR/Meta/Gaming or any other key technology and drive measurement. Disruption or Innovative ways of deployment (Improved Brand message & brand association than previous plan) Measure the impact - PR, integrated campaign, Measurement Study, overall participation, engagement and productivity.


8.Continuous consumer data base creation (%age of consumers met for any activity conducted) - Cover Behavioural questions/ feedback questions


9.Ensure Finance Tracker, SOP adherence are periodically reviewed


10.Agency Management - new agencies/ specialized agencies/ regional agencies


11.Take up an activity to show case best practices done in the area of activation and digital activation project

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