The Assistant Activation Manager supports the planning, execution, and evaluation of consumer, trade, experiential, and brand activation initiatives across relevant channels and locations.
The role is responsible for ensuring that brand activations are executed effectively, consistently, and in line with approved brand strategies, campaign objectives, budgets, and company standards. The role will work closely with Brand Marketing, Sales, Trade Marketing, agencies, vendors, and other stakeholders to deliver impactful consumer experiences and drive brand engagement.
Key Responsibilities
1. Activation Planning & Execution
- Support the development and execution of brand activation plans aligned with brand and business objectives.
- Coordinate the implementation of consumer engagement activities, experiential campaigns, roadshows, sampling activities, events, and other activations.
- Ensure all activation activities are delivered according to approved timelines, concepts, and execution standards.
- Support on-ground supervision of activations across assigned locations.
- Coordinate with agencies, vendors, promoters, and other third parties involved in activation activities.
2. Campaign & Brand Support
- Translate brand campaign objectives into effective activation and consumer engagement activities.
- Ensure activation materials, messaging, branding, and consumer touchpoints are consistent with approved brand guidelines.
- Support the execution of new product launches, seasonal campaigns, sponsorships, and other marketing initiatives.
- Identify opportunities to increase consumer interaction and brand visibility through innovative activation ideas.
3. Agency & Vendor Management
- Work closely with activation agencies and vendors to ensure quality and timely delivery.
- Brief agencies and vendors on activation requirements and campaign expectations.
- Monitor agency execution and provide feedback where required.
- Support vendor selection, quotation reviews, purchase requisitions, and documentation in line with company processes.
4. Budget & Cost Management
- Support the preparation and tracking of activation budgets.
- Monitor expenditure against approved budgets and escalate potential variances.
- Ensure proper documentation and reconciliation of activation-related expenses.
- Identify opportunities to improve cost efficiency without compromising execution quality.
5. Performance Tracking & Reporting
- Track key activation metrics such as consumer participation, reach, engagement, sampling, conversion, and other agreed KPIs.
- Prepare post-activation reports highlighting performance, learnings, challenges, and recommendations.
- Gather consumer and field insights to support future activation planning.
- Maintain an updated database of activation activities, agencies, vendors, and performance results.
6. Stakeholder Management
- Collaborate with Brand Marketing, Sales, Trade Marketing, Commercial, Procurement, Finance, and other relevant teams.
- Work with regional and field teams to ensure effective implementation of activation plans.
- Build strong working relationships with agencies, vendors, event partners, and other external stakeholders.
7. Market & Consumer Insights
- Monitor consumer behaviour, market trends, competitor activations, events, and emerging engagement platforms.
- Provide insights from the field to support brand and activation strategy.
- Identify opportunities for innovative consumer engagement and experiential marketing.
Requirements
- Bachelor's degree in Marketing, Business Administration, Communications, or a related discipline.
- 3–5 years of relevant experience in brand activation, experiential marketing, consumer marketing, trade marketing, events, or a related field.
- Experience working with marketing/activation agencies and external vendors.
- Experience managing on-ground activations, events, roadshows, or consumer engagement campaigns.
- Experience within FMCG, beverages is a MUST
