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 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 meansWorking effectively with all partners to drive buzz, scale and smooth implementation1st party data generation .Key Knowledge, Skills & Attitudes
Knowledge
Brand objectives and role of consumer activation for each brandResearch methodology and techniques to evaluate activation programs o Best practicesDo's & Don'ts of different engagement points o Materials, costs, lead-times for fabrication of various elements involvedSkills
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 monitoringNegotiation with agencies & vendorsAttitude
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