BriefCase
BriefCase

Manager - Consumer Activation Job in Itc Limited

Manager - Consumer Activation

Itc Limited 4+ weeks ago
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Job Summary To drive superior one-to-one consumer engagement programs across the portfolio of food brands, which, while delivering scale and extendability: 1. Enable consumer product trial/sampling 2. Disseminate key product benefits 3. 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 o 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 o Implement and strictly monitor evaluation metrics and checklists that ensure requisite quality of people & materials for various kinds of programs o Collection of consumer databases o 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 o Participate in conducting pitches to onboard agencies by activation type o Ensure adherence to standardized costs by activation type o Regular reviews based on execution quality measured through set performance criteria for the agency Implement quality and audit systems o Audit implementation quality o 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 o 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 Key Knowledge, Skills & Attitudes Knowledge o Brand objectives and role of consumer activation for each brand o Research methodology and techniques to evaluate activation programs o Best practices - Do's & Don'ts of different engagement points o Materials, costs, and times for fabrication of various elements involved Skills o Ability to understand and develop standardized & measurable processes on training, audits, information flow, and evaluation o Influencing skills to ensure process adherence by both internal and external stakeholders o Budget monitoring o Negotiation with agencies & vendors Attitude o Complete ownership of the one-to-one consumer engagement touchpoint o Personal demonstration and presence in the programs to obtain "unfiltered" feedback o Ability to respond quickly to opportunities o "Nothing is impossible" approach
Experience Required :

Minimum 5 Years

Vacancy :

2 - 4 Hires

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