Role Purpose : Responsible for managing Retail Activation, Events, Experiential Marketing & Brand Communication.
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Role Accountability
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Retail Activation:
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1. Manage Retail Activations program with an annual budget of INR 4 - 8 Crores
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2. Manage existing set up of 500 plus kiosks in over 97+ cities and all new requisitions for kiosk installations
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3. Plan and execute all retail activations and experiential marketing efforts for the brand
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4. Conceptualize national activation programs and execute them at city/ branch level with the help of external agencies.
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5. 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
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6. Identify opportunities for local and national brand tie-ups and effectively execute relevant sponsorships and experiential programs
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7. Support cross-functional marketing teams to plan activation calendar to achieve desired business results
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8. 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
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9. Ensure timely and accurate reporting for all projects in set formats to have strong control over all planning and execution
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10. Manage selection, staffing, payment terms & agreements and SOPs for activation agencies
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11. Assist in the maintenance of accurate budgets, payments funnel and auditable records
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12. Communication:
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13. Actively manage & fulfill all advertising/ communication requirement on across various allocated teams/ functions, ensuring end to end quality & TAT
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14. Design & Implement communication elements as per business needs - from conceptualization, to execution through creative & production agencies
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Manage & co-ordinate efforts between internal & external stakeholders for effective planning and execution of such projects
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16. Manage day-to-day coordination with creative agencies on regular jobs, briefing and de-briefing on creative
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17. Maintain Project tracker and proactively manage internal stakeholders and creative agency to ensure timely execution
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18. 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
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19. Ensure process documentation and compliance adherence
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Measures of Success:
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1. Quality of Retail visibility and Engagement experience
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2. Timely and accurate Project delivery/execution
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3. Effectiveness of Retail Initiatives
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4. Creative Quality
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5. Agency management and performance
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6. Achievement against execution objectives
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7. Cost efficiency
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8. Brand health performance
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9. Process Adherence as per MOU
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Technical Skills / Experience / Certifications:
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1. Deep understanding around various retail activation platforms and their functionalities
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2. Extensive knowledge about retail unit fabrication process and also wide-ranging production materials available in the industry
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3. Commercial and technical understanding of small and large activation programs
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4. Experience in Project management, both strategic and operational
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5. Operational Knowledge of Retail Activation & Experiential Marketing
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6. Experience in Marketing Activations Campaigns
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Competencies critical to the role:
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1. Planning and organizing
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2. Detail orientation
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3. Teamwork and collaboration
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4. High impact communication
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Qualification : MBA in Marketing or any other relevant discipline
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Preferred Industry : Financial Services, FMCG, Consumer Durables, Telecom