Senior Manager - Experiential Marketing

Purpose of the position :

The role is responsible for the planning and executing all central experiential activities at TATA Motors Passenger Vehicles (EV + PV) which broadly includes:

1. Product Launches and related events like media drives
2. Auto expos – national and regional
3. Brand IPs, National level sponsorships, regional or dealer sponsorship, Govt Sponsorships
4. Central BTL activities to support market focused objectives,
5. Facilitate TATA Group level events (if needed),
6. Community and owner focused events

Education: MBA in Marketing Full Time

Relevant Experience :

1. Minimum of 3-8 years of experience in experiential marketing and event planning at a reputed event agency or a reputed premium brand

Roles and Responsibilities

1 Product Launches and Media Drive Events

Take ownership of planning and executing product launch events including media drives by ensuring the implementation of innovative and impactful experiential marketing strategies

Develop city-specific activations as an extension of the main launch event in leveraging local partnerships and resources to maximize impact

Collaborate with cross-functional teams to ensure a seamless execution across different touchpoints

2 Sponsorship Activations & Brand IPs:

Identify and develop the overall strategy for unique event opportunities that can be branded as brand specific IPs, which align with our brand values, target audience and business objectives

Identify and activate sponsorship opportunities and negotiate contracts in a way that maximizes brand visibility

Lead the planning and execution of existing IP's and sponsorship activations (e.g. Marathons, LIT Fest, Cricket, etc.) to drive brand objectives and engagement.

Develop a robust roadmap and strategy for associations like marathons, etc.

Work closely with internal teams and external partners to ensure seamless integration in sponsorship initiatives.

Monitor and evaluate the impact of sponsorships and provide regular reports

3 Central BTL Activations

Develop and implement long term below-the-line (BTL) marketing activations (like travelling roadshows, etc.) that support market-focused objectives in coordination with the Dealer Marketing and Sales team

Identify key market opportunities and create experiential marketing campaigns that resonate with local audiences

Measure and analyze the effectiveness of the activations and make data-driven recommendations for improvement

4 EV Community Focused Events

Collaborate with the Customer Engagement team to plan community and owner activation events that enhance the ownership experience for the TATA EV owners

5 Process, Budget & Agency Management:

Ensure adherence to purchase and financial approval processes

Plan and manage event budgets, ensuring financial accountability and cost optimization

Manage agencies to develop and implement high quality events