Role Purpose : Responsible for managing Retail Activation, Events, Experiential Marketing & Brand Communication.
Role Accountability
Retail Activation:
- Manage Retail Activations program with an annual budget of INR 4 - 8 Crores
- Manage existing set up of 500 plus kiosks in over 97+ cities and all recent requisitions for kiosk installations
- Plan and execute all retail activations and experiential marketing efforts for the brand
- Conceptualize national activation programs and execute them at city/ branch level with the help of external agencies.
- Develop standardized Retails Guidelines for activations which act as the go-to guide for understanding the activity, its business & marketing objective & defined processes to be followed
- Identify opportunities for local and national brand tie-ups and effectively execute relevant sponsorships and experiential programs
- Support cross-functional marketing teams to plan activation calendar to achieve desired business results
- Work closely with the product and the brand marketing teams to create programs for new product launch events, investor meets, AGM’s and on ground activations
- Ensure timely and accurate reporting for all projects in set formats to have strong control over all planning and execution
- Manage selection, staffing, payment terms & agreements and SOPs for activation agencies
- Assist in the maintenance of accurate budgets, payments funnel and auditable records
- Communication:
- Actively manage & fulfill all advertising/ communication requirement on across various allocated teams/ functions, ensuring end to end quality & TAT
- Design & Implement communication elements as per business needs - from conceptualization, to execution through creative & production agencies
- Manage & co-ordinate efforts between internal & external stakeholders for effective planning and execution of such projects
- Manage day-to-day coordination with creative agencies on regular jobs, briefing and de-briefing on creative
- Maintain Project tracker and proactively manage internal stakeholders and creative agency to ensure timely execution
- Ensure brand standards and guidelines are consistently implemented across all communication elements and all Brand related SOPs are followed and auditable records of communication are maintained
- Ensure process documentation and compliance adherence
Measures of Success:
- Quality of Retail visibility and Engagement experience
- Timely and accurate Project delivery/execution
- Effectiveness of Retail Initiatives
- Creative Quality
- Agency management and performance
- Achievement against execution objectives
- Cost efficiency
- Brand health performance
- Process Adherence as per MOU
Technical Skills / Experience / Certifications:
- Deep understanding around various retail activation platforms and their functionalities
- Extensive knowledge about retail unit fabrication process and also varied production materials available in the industry
- Commercial and technical understanding of small and large activation programs
- Experience in Project management, both strategic and operational
- Operational Knowledge of Retail Activation & Experiential Marketing
- Experience in Marketing Activations Campaigns
Competencies critical to the role:
- Planning and organizing
- Detail orientation
- Teamwork and collaboration
- High impact communication
Qualification : MBA in Marketing or any other relevant discipline
Preferred Industry : Financial Services, FMCG, Consumer Durables, Telecom