Brand Manager, Consumer Activations

2 weeks ago

Mumbai Metropolitan Region, India Tata Consumer Products Full time

Key Deliverables in this role:

Execution Excellence

  • Conceptualize and execute activations like food festivals, college events, influencer-led challenges and cultural tie-ups.
  • Integrate digital amplification and measure KPIs for impact.
  • Lead planning and execution of large-scale consumer activations (e.g., Mahakumbh, college fests, food festivals).
  • Manage logistics, permissions, vendor coordination, and on-ground branding.
  • Ensure high-quality consumer experience and brand visibility.

Team Leadership

  • Recruit, train, and manage large teams of sampling personnel across regions.
  • Develop SOPs and training modules for field teams.
  • Monitor team performance and ensure adherence to brand standards.

Data & Reporting

  • Design systems to capture real-time data from activations.
  • Publish post-event reports with KPIs, consumer feedback, and ROI analysis.
  • Maintain dashboards for sampling volumes, reach, and engagement metrics.

Stakeholder Collaboration

  • Manage agencies, vendors, budgets and timelines for flawless execution
  • Work closely with brand, sales, and regional teams to align activation plans.
  • Liaise with external agencies, vendors, and local authorities for smooth execution.

Budget & Compliance

  • Manage activation budgets efficiently.
  • Ensure compliance with safety, legal, and brand guidelines.

Critical success factors for the Role:

  • MBA desirable, with proven experience in managing large-scale consumer events and activations.
  • 5 to 6 years in BTL activation/experiential marketing (FMCG or lifestyle brands).
  • Strong creative thinking, project management and vendor negotiation skills.
  • Strong operational and executional skills.
  • Ability to lead and motivate large field teams.
  • Data-driven mindset with experience in reporting and analytics.
  • Excellent stakeholder management and vendor coordination.

Desirable success factors for the Role:

  • Experience in FMCG field marketing or BTL activation.
  • Exposure to rural and urban consumer engagement formats.
  • Familiarity with digital integration in on-ground activations (QR codes, app-based sampling, etc.)

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