Brand Manager, Consumer Activations

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.)