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Manager Consumer Activation

Manager Consumer Activation

ITC LimitedTirupati, IN
8 hours ago
Job description

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 implementation

Key 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 same

    • Build 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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    Manager • Tirupati, IN