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Manager - Consumer Activation
2 months ago
To drive superior one-to-one consumerengagement programs across the portfolio of food brands, which, whiledelivering scale and extendability:
1.Enable consumer product trial/sampling
2.Disseminate key product benefits
3.Bring alive the brand experience forthe consumer byensuring the design & implementation of activation programs in line with brandguidelines, within the stipulated time, at optimal cost, and superior to the competition.
Key Objectives :
·Quality of implementation of consumerprograms
oNo. of programs implemented for each brand cutting across varioustouchpoints (eg: Homeincluding resident welfare associations, IN-Store, Out of Home Points ofcongregation - Malls, Cinemas, Haats, Exhibitions, Kitty Parties, Horeca’s)
·Delight the consumer at everytouchpoint
oImplement and strictly monitor evaluation metrics and checkliststhat ensure requisite quality of people & materials for various kinds ofprograms
oCollection of consumer databases
oCascading standardized training modules for brand promoters andconducting quality checks on the ground to check adherence to the same
·Build a network of high QualityAgencies
oParticipate in conductingpitches to onboard agencies by activation type
oEnsure adherence tostandardized costs by activation type
oRegular reviewsbased on execution quality measured through set performance criteria for theagency
·Implement quality and audit systems
oAuditimplementation quality
oDaily/weekly/monthly reports onprograms that enable timely and actionable feedback to all stakeholders
·Cost per contact to be benchmarked to the best in theindustry
oContinuously drive down cost percontact through both efficient and effective means
·Working effectively withall partners to drive buzz, scale, and smooth implementation.
