Manager - Brand Activation

ITC Limited; Bengaluru Urban; On-site; INR 600,000 - 800,000; Full time

Job summary

ITC Limited in Bengaluru Urban is looking for a professional to manage consumer engagement programs for food brands. The role entails driving implementation quality, monitoring metrics, building agency networks, and maintaining budget oversight. The ideal candidate should possess strong influencing skills and the ability to adapt to opportunities rapidly. Experience in consumer brand activation is essential. Engage with agencies and stakeholders to ensure smooth program execution and high standards.

Qualifications

• Knowledge of brand objectives and consumer activation.
• Understanding of research methodologies for evaluating programs.
• Awareness of best practices in consumer engagement.

Responsibilities

• Drive consumer engagement through activation programs.
• Monitor implementation quality of consumer programs.
• Build and manage a network of high-quality agencies.
• Implement monitoring and reporting systems.

Skills

Process adherence

Influencing skills

Budget monitoring

Negotiation skills

Ownership of engagement touchpoints

Responding to opportunities

Job description

Bangalore North, India | Posted on 03/03/2025

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

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
  • No. of programs implemented for each brand cutting across various touchpoints (e.g.: 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 ensure requisite quality of people & materials for various kinds of programs
  • Collection of consumer databases
  • 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
  • Participate in conducting pitches to onboard agencies by activation type
  • Ensure adherence to standardized costs by activation type
  • Regular reviews based on execution quality measured through set performance criteria for the agency
• Implement quality and audit systems
  • 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
  • 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

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, and 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 with agencies & vendors.
• Complete ownership of the one-to-one consumer engagement touchpoint.
• Personal demonstration and presence in the programs to obtain "unfiltered" feedback.
• Ability to respond quickly to opportunities.