Role Purpose: Responsible for managing Retail Activation, Events, Experiential Marketing & Brand Communication.

Role Accountability

Retail Activation:

Manage Retail Activations program with an annual budget of INR 4 - 8 Crores
Manage existing set up of 500 plus kiosks in over 97+ cities and all new requisitions for kiosk installations
Plan and execute all retail activations and experiential marketing efforts for the brand
Conceptualize national activation programs and execute them at city/ branch level with the help of external agencies.
Develop standardized Retails Guidelines for activations which act as the go-to guide for understanding the activity, its business & marketing objective & defined processes to be followed
Identify opportunities for local and national brand tie-ups and effectively execute relevant sponsorships and experiential programs
Support cross-functional marketing teams to plan activation calendar to achieve desired business results
Work closely with the product and the brand marketing teams to create programs for new product launch events, investor meets, AGM's and on ground activations
Ensure timely and accurate reporting for all projects in set formats to have strong control over all planning and execution
Manage selection, staffing, payment terms & agreements and SOPs for activation agencies
Assist in the maintenance of accurate budgets, payments funnel and auditable records
Communication:
Actively manage & fulfill all advertising/ communication requirement on across various allocated teams/ functions, ensuring end to end quality & TAT
Design & Implement communication elements as per business needs - from conceptualization, to execution through creative & production agencies
Manage & co-ordinate efforts between internal & external stakeholders for effective planning and execution of such projects
Manage day-to-day coordination with creative agencies on regular jobs, briefing and de-briefing on creative
Maintain Project tracker and proactively manage internal stakeholders and creative agency to ensure timely execution
Ensure brand standards and guidelines are consistently implemented across all communication elements and all Brand related SOPs are followed and auditable records of communication are maintained
Ensure process documentation and compliance adherence

Measures of Success:

Quality of Retail visibility and Engagement experience
Timely and accurate Project delivery/execution
Effectiveness of Retail Initiatives
Creative Quality
Agency management and performance
Achievement against execution objectives
Cost efficiency
Brand health performance
Process Adherence as per MOU

Technical Skills / Experience / Certifications:

Deep understanding around various retail activation platforms and their functionalities
Extensive knowledge about retail unit fabrication process and also varied production materials available in the industry
Commercial and technical understanding of small and large activation programs
Experience in Project management, both strategic and operational
Operational Knowledge of Retail Activation & Experiential Marketing
Experience in Marketing Activations Campaigns

Competencies critical to the role:

Planning and organizing
Detail orientation
Teamwork and collaboration
High impact communication

Qualification: MBA in Marketing or any other relevant discipline

Preferred Industry: Financial Services, FMCG, Consumer Durables, Telecom

Assistant Vice President - Retail Activations & Events