Manager - Consumer Activation - FMCG

We are currently looking to close a Manager Consumer Activation position with one of the topmost FMCG conglomerates in India. The position is based in Bangalore.

Company Profile :

Our client is the topmost FMCG Groups of India and is an integrated and diversified group. With a market capitalisation of over US $ 50 billion and a turnover of US $ 10.0 billion, it is Rated among the Leading Companies by international publications. It has a very diversified product portfolio including Foods, confectionary, personal care, haircare, household care segments and a portfolio of strong brands and leading market shares in all product categories. It employs the best talent in India and is one of the best FMCG employers to work for. It is constantly rated as the best cos to work for in India.

Purpose of the Job

To drive superior one to one consumer engagement programs across the portfolio of Foods brands, which, while delivering scale and extendability:

1. Enable consumer product trial, sampling and engagement

2. Disseminate key product benefits by creating interesting activation programs

3. Bring alive the brand experience for the consumer by ensuring design & implementation of activation programs in line with brand guidelines, within the stipulated time, at optimal cost and superior to competition.

Key Result Areas:

- Quality of implementation of consumer programs for each brand in multiple geography

- Delight the consumer at every touchpoint

- Build a network of high quality Agencies

- Implement quality and audit systems

- Cost per contact to be benchmarked to the best in the industry

- Develop & implement Measurement systems for effectiveness

- Working effectively with all partners to drive buzz, scale and smooth implementation

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

Implement and strictly monitor evaluation metrics and checklists that ensures requisite quality of people & materials for various kinds of programs

Collection of consumer databases

Cascading standardised training modules for brand promoters and conducting quality checks on ground to check adherence to the same

- Build a network of high Quality Agencies

Participate in conducting pitches to empanel agencies by activation type

Ensure adherence to standardized costs by activation type

Regular reviews basis execution quality measured through set performance criteria for the agency

- Implement quality and audit systems

Audit implementation quality

Daily/weekly/monthly reports on programs that enables 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 efficient and effective means

- Working effectively with all partners to drive buzz, scale and smooth implementation

- 1st party data generation

Key Knowledge, Skills & Attitudes

Knowledge

- Brand objectives and role of consumer activation for each brand

- Research methodology and techniques to evaluate activation programs

- Best practices - Do's & Don'ts of different engagement points

- Materials, costs, lead times for fabrication of various elements involved

Skills

- Ability to understand and develop standardized & measurable processes on training, audits, information flow and evaluation

- Influencing skills to ensure process adherence by both internal and external stakeholders

- Budget monitoring

- Negotiation

Salary: Rs.25.0 LPA

Location: Bangalore