Manager Consumer Activation

6 days ago

Vijayawada, India ITC Limited Full time

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 implementationKey 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 sameBuild 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

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