Assistant Vice President - Retail Activations & Events

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

Role Accountability

Retail Activation:

1. Manage Retail Activations program with an annual budget of INR 4 - 8 Crores
2. Manage existing set up of 500 plus kiosks in over 97+ cities and all new requisitions for kiosk installations
3. Plan and execute all retail activations and experiential marketing efforts for the brand
4. Conceptualize national activation programs and execute them at city/ branch level with the help of external agencies.
5. 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
6. Identify opportunities for local and national brand tie-ups and effectively execute relevant sponsorships and experiential programs
7. Support cross-functional marketing teams to plan activation calendar to achieve desired business results
8. 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
9. Ensure timely and accurate reporting for all projects in set formats to have strong control over all planning and execution
10. Manage selection, staffing, payment terms & agreements and SOPs for activation agencies
11. Assist in the maintenance of accurate budgets, payments funnel and auditable records
12. Communication:
13. Actively manage & fulfill all advertising/ communication requirement on across various allocated teams/ functions, ensuring end to end quality & TAT
14. Design & Implement communication elements as per business needs - from conceptualization, to execution through creative & production agencies
15. Manage & co-ordinate efforts between internal & external stakeholders for effective planning and execution of such projects
16. Manage day-to-day coordination with creative agencies on regular jobs, briefing and de-briefing on creative
17. Maintain Project tracker and proactively manage internal stakeholders and creative agency to ensure timely execution
18. 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
19. Ensure process documentation and compliance adherence

Measures of Success:

1. Quality of Retail visibility and Engagement experience
2. Timely and accurate Project delivery/execution
3. Effectiveness of Retail Initiatives
4. Creative Quality
5. Agency management and performance
6. Achievement against execution objectives
7. Cost efficiency
8. Brand health performance
9. Process Adherence as per MOU

Technical Skills / Experience / Certifications:

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

Competencies critical to the role:

1. Planning and organizing
2. Detail orientation
3. Teamwork and collaboration
4. High impact communication

Qualification: MBA in Marketing or any other relevant discipline

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