Designation: Activation Manager
Location: Ahmedabad
Experience: 5-8 Years
Education: MBA Marketing
Industry Preference: Retail, Luxury, Telecom, FMCG (Field marketing)
This is the Feet on the Street role. The Activation Manager is responsible for the flawless execution of central campaigns and the creation of hyper-local initiatives to drive store footfall in their specific region
Key Responsibilities
Local catchment planning
- Map the catchment area (5-10km radius) of every store in the region to identify high-potential residential societies, clubs, and corporate parks.
- Conduct Recce visits to identify new opportunities for visibility (e.g., hoarding sites, society notice boards).
- Maintain a Local Event Calendar tracking regional festivals, exhibitions, and community gatherings.
Execution Excellence
- Oversee the deployment of central BTL campaigns (installations, promoters, collateral), ensuring they meet brand guidelines (correct logo usage, uniform standards).
- Manage on-ground logistics: permissions, setup, and dismantling of activation setups.
- Ensure all promoters/staff are trained on the specific offer/script before the event starts
Local Cross-Promotions & Lead Gen
- Tie up with local businesses (e.g., a famous local salon, boutique, or car dealership) for cross-receipting or referral programs.
- Drive Door-to-Door or RWA (Resident Welfare Association) activities to generate qualified leads.
- Ensure all leads generated are digitally captured and passed to the store manager within 24 hours.
Vendor Supervision
- Supervise local vendors during events to ensure quality delivery (no torn flexes, proper lighting).
- Verify vendor bills against actual execution (proof of execution photos) before processing payments.
Key Success Metrics
- Leads Generated: Total valid leads generated per month in the region.
- Verify Event Execution Score: Compliance score based on photos/audit of the event setup
- Cost Per Lead (CPL): Average cost incurred to generate one valid lead in the region.
- Store Support: Satisfaction score from Store Managers regarding marketing support.
