Role & responsibilities

Position Purpose and Summary The Exhibition & Activation Manager is responsible for planning, executing and optimizing all jewellery exhibitions and customer activation events across the region where jewellery is to be exhibited for viewing or sales. This role is key to driving incremental sales, enhancing brand visibility and expanding customer reach by taking the brand directly into priority catchments and customer communities.

The role ensures that exhibitions are conducted with high standards of safety, operational excellence, brand representation and clear return on investment (ROI). Working closely with the RBM and store teams, this role drives an alternate sales channel that helps liquidate high value inventory, assess potential markets/catchments, leverage ABG and other organised townships and maximize customer engagement thereby contributing to regional growth objectives.

- Functional Responsibilities

1. Exhibition Planning & Execution

- Target achievement and delivery of the annual business plan
- Plan, coordinate, and execute regional exhibitions across multiple clusters in alignment with the RBM, ABM and store-level objectives.
- Identify high-potential catchments, residential clusters, corporate parks and community setups for exhibitions.
- Ensure seamless end-to-end execution including venue selection, layout planning, stall/booth setup, logistical arrangements, manpower allocation, and customer flow.
- Develop a standardized exhibition playbook covering process checklists, branding, security, staffing, and customer experience.
- Finalising of inventory norms and coordinating between various functions to ensure availabolity

1. Sales Impact & ROI Delivery





- Drive incremental sales contribution from exhibitions toward store/region targets.
- Monitor and deliver ROI for each exhibition, including revenue generated, customer acquisition, event expenses and cost efficiencies.
- Track performance of high value product movement and slow moving inventory liquidation.
- Provide analytical insights on exhibition success with detailed post event reports and improvement plans.

1. Cost Management & Process Efficiency

- Manage end-to-end budgeting, vendor costs, manpower costs, logistics and material expenses for all exhibitions.
- Deliver cost savings per exhibition through vendor negotiation, optimized planning, and resource utilization.
- Introduce process efficiencies and standardized practices to lower operational costs without compromising brand experience.

1. Safety, Insurance & Compliance (Jewellery Industry Standards)

- Ensure strict adherence to jewellery safety protocols including security personnel, CCTV coverage, vault safety and movement tracking.
- Ensure all required insurance coverage, permissions, documents and compliance norms are secured before the exhibition.
- Work with cross functional departments for staff, inventory, security, billing and accounting to ensure compliance and asset protection at all events.

1. Brand Activation & Customer Engagement

- Implement brand-led customer engagement activities such as product showcases,



demonstrations, invites, and community-focused interactions.
- Ensure the brand identity, visual merchandising standards, and customer service guidelines are upheld.
- Drive exhibitions that enhance brand visibility and attract new customer segments in key clusters.

1. Prospect Identification & Market Mapping

- Conduct market scans to identify new exhibition opportunities based on customer demographics, festival seasons, community events, and competitive activity.
- Build a database of potential venues, organizers, cluster associations, and RWA (Resident Welfare Association) collaborations.
- Identify avenues to reach customers in their own locality providing an alternate sales solution beyond store visits.

1. Cross-Functional Collaboration

- Collaborate with:
- Store Teams & ABMs staffing, stock planning, customer handling.
- Marketing/BTL branding, invites, promotions, giveaways.
- Security & Admin logistics, safety, permissions.
- VM product display standards and counters.
- Commercial expenses, billing, vendor management.
- Ensure smooth coordination between stores, vendors, and the regional office for flawless execution.

Preferred candidate profile

- 5–8+ years of experience in store operations, event management, exhibitions, BTL activations, or retail marketing.
- Experience in retail, luxury, jewellery, hospitality or customer facing activations preferred.
- Exposure to managing multi-location exhibitions or events is an advantage.
- Proven track record of driving retail business growth, operational efficiency, and customer satisfaction.
- Graduate / Postgraduate (MBA preferred from premium institute).

📌 Regional Exhibition Lead - West (Mumbai)
🏢 Aditya Birla Management Corporation (ABMCPL)
📍 Mumbai