Brand Activation Manager

SGM Trading Company; New Delhi; On-site; INR 600,000 - 1,000,000; Full time

Job summary

Colors Queen, a fast-growing beauty brand, is seeking a Brand Activation Manager to lead end-to-end BTL activation strategy, planning, and execution across cities. You will manage on-ground activations, consumer engagements, sampling, events, and partnerships, ensuring brand guidelines and ROI.

Collaborate with Sales, Marketing, Trade Marketing, Digital, and regional teams to deliver integrated campaigns, monitor KPIs, and drive brand visibility while optimizing costs and teams.

Responsibilities

• BTL Activation Strategy & Planning: Develop and execute the annual/monthly BTL activation plan aligned with brand and business objectives.
• Activation Execution: Manage end-to-end execution of on-ground activations, consumer engagements, roadshows, events, sampling, retail activations, and other BTL initiatives.
• Campaign Reach & Consumer Engagement: Drive targeted consumer reach, footfalls, participation, leads, trials, and meaningful brand interactions through activations.
• Vendor & Agency Management: Identify, brief, negotiate with, and manage activation agencies, vendors, promoters, fabricators, and other partners.
• Budget Management: Plan and control BTL budgets, ensure cost efficiency, and deliver activations within approved budgets.
• Geographical Execution: Ensure consistent and timely execution across cities, territories, outlets, and priority markets.
• Brand Visibility & Compliance: Ensure all activations follow brand guidelines, communication standards, POSM requirements, and execution quality benchmarks.
• Team & Manpower Management: Manage activation teams, promoters, supervisors, and field resources to ensure effective execution.
• Performance Measurement & ROI: Track activation KPIs such as reach, engagement, trials, leads, conversions, cost per consumer reached, and ROI.
• Reporting & Insights: Prepare post-activation reports, analyze consumer/market feedback, identify learnings, and recommend improvements.
• Cross-functional Coordination: Work closely with Sales, Marketing, Trade Marketing, Digital, PR, and regional teams to ensure integrated campaign execution.
• Innovation in BTL: Introduce new activation formats, consumer engagement ideas, technology-led experiences, and experiential marketing initiatives.

Job description

About Colors Queen

Colors Queen is a fast-growing beauty and cosmetics brand focused on making beauty more accessible, expressive, and empowering for todays consumers. We operate at the intersection of beauty, personal care, cosmetics, digital commerce, content, and consumer engagement, building a brand that connects with a new generation of beauty enthusiasts.

At Colors Queen, we believe that great brands are built by great people, bold ideas, and a willingness to experiment. Our teams work across marketing, digital marketing, e-commerce, social media, influencer marketing, content creation, video production, sales, and business operations to create meaningful experiences for our customers.

Brand Activation Manager Job Responsibilities.

• BTL Activation Strategy & Planning Develop and execute the annual/monthly BTL activation plan aligned with brand and business objectives.
• Activation Execution – Manage end-to-end execution of on-ground activations, consumer engagements, roadshows, events, sampling, retail activations, and other BTL initiatives.Along with College activation , Participation in College Fest , Concerts running successfully Brand Ambassdor Program
• Campaign Reach & Consumer Engagement – Drive targeted consumer reach, footfalls, participation, leads, trials, and meaningful brand interactions through activations.
• Vendor & Agency Management – Identify, brief, negotiate with, and manage activation agencies, vendors, promoters, fabricators, and other partners.
• Budget Management – Plan and control BTL budgets, ensure cost efficiency, and deliver activations within approved budgets.
• Geographical Execution – Ensure consistent and timely execution across cities, territories, outlets, and priority markets.
• Brand Visibility & Compliance – Ensure all activations follow brand guidelines, communication standards, POSM requirements, and execution quality benchmarks.
• Team & Manpower Management – Manage activation teams, promoters, supervisors, and field resources to ensure effective execution.
• Performance Measurement & ROI – Track activation KPIs such as reach, engagement, trials, leads, conversions, cost per consumer reached, and ROI.
• Reporting & Insights – Prepare post-activation reports, analyze consumer/market feedback, identify learnings, and recommend improvements.
• Cross-functional Coordination – Work closely with Sales, Marketing, Trade Marketing, Digital, PR, and regional teams to ensure integrated campaign execution.
• Innovation in BTL – Introduce new activation formats, consumer engagement ideas, technology-led experiences, and experiential marketing initiatives.