About Us
To drive superior one-to-one consumer engagement programs across the portfolio of food brands, which, while delivering scale and extendability:
- Enable consumer product trial/sampling
- Disseminate key product benefits
- 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 (eg : 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
- I mplement 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 review s based on execution quality measured through set performance criteria for the agency
I mplement quality and audit systems
- A udit implementation quality
- 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.
Attitude
- 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.
- Nothing is impossible approach.
