Brand Manager, Consumer Activations

Tata Consumer Products; Maharashtra; On-site; INR 4,50,000 - 6,75,000; Full time

Job summary

A leading FMCG company in India, Maharashtra is seeking a skilled professional for managing large-scale consumer activations. The successful candidate will conceptualize and execute events, lead a large team, and ensure data-driven reporting and compliance with brand guidelines. A strong background in BTL activation and experiential marketing is essential for this role. This position offers an opportunity to influence brand visibility and consumer engagement.

Qualifications

• MBA desirable with experience in managing large-scale consumer events.
• 5 to 6 years in BTL activation or experiential marketing.
• Strong creative thinking and project management skills.

Responsibilities

• Conceptualize and execute activations like food festivals and college events.
• Recruit, train, and manage large teams of sampling personnel.
• Manage budgets and ensure compliance with brand guidelines.

Job description

Key Deliverables in this role:

Execution Excellence

• Conceptualize and execute activations like food festivals, college events, influencer-led challenges and cultural tie-ups.
• Integrate digital amplification and measure KPIs for impact.
• Lead planning and execution of large-scale consumer activations (e.g., Mahakumbh, college fests, food festivals).
• Manage logistics, permissions, vendor coordination, and on-ground branding.
• Ensure high-quality consumer experience and brand visibility.

Team Leadership

• Recruit, train, and manage large teams of sampling personnel across regions.
• Develop SOPs and training modules for field teams.
• Monitor team performance and ensure adherence to brand standards.

Data & Reporting

• Design systems to capture real-time data from activations.
• Publish post-event reports with KPIs, consumer feedback, and ROI analysis.
• Maintain dashboards for sampling volumes, reach, and engagement metrics.

Stakeholder Collaboration

• Manage agencies, vendors, budgets and timelines for flawless execution
• Work closely with brand, sales, and regional teams to align activation plans.
• Liaise with external agencies, vendors, and local authorities for smooth execution.

Budget & Compliance

• Manage activation budgets efficiently.
• Ensure compliance with safety, legal, and brand guidelines.

Critical success factors for the Role:

• MBA desirable, with proven experience in managing large-scale consumer events and activations.
• 5 to 6 years in BTL activation/experiential marketing (FMCG or lifestyle brands).
• Strong creative thinking, project management and vendor negotiation skills.
• Strong operational and executional skills.
• Ability to lead and motivate large field teams.
• Data-driven mindset with experience in reporting and analytics.
• Excellent stakeholder management and vendor coordination.

Desirable success factors for the Role:

• Experience in FMCG field marketing or BTL activation.
• Exposure to rural and urban consumer engagement formats.
• Familiarity with digital integration in on-ground activations (QR codes, app-based sampling, etc.)