About Us

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 benefits
• 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 productive 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 prog

📌 Manager - Brand Activation (India)
🏢 ITC
📍 India