To drive superior one-to-one consumer engagement programs across the portfolio of food brands, which, while delivering scale and extendability:
- Enable consumer product trial/sampling
- Disseminate key product perks
- Bring alive the brand experience for the consumer by ensuring the design & implementation of activation programs in line with brand guidelines, within the stipulated time, at optimal cost, and superior to the competition.
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
- I mplement and strictly monitor evaluation metrics and checklists that ensure 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 the ground to check adherence to the same
- Build a network of high Quality Agencies
- Participate in conducting pitches to onboard agencies by activation type
- Ensure adherence to standardized costs by activation type
- Regular review s based on execution quality measured through set performance criteria for the agency
- I mplement quality and audit systems
- A udit implementation quality
- Daily/weekly/monthly reports on programs that enable 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.
Requirements
Knowledge
- Brand objectives and role of consumer activation for each brand.
- Research methodology and techniques to evaluate activation programs.
- Best practices - Do's