Deputy Manager Activation based at Ahmedabad for Ice Cream

Job Description:

To drive brand salience and consumer engagement by designing and executing large-scale consumer
activations, on-ground events, and experiential marketing IPs. You will be the architect of the brand’s
presence at festivals, concerts, and colleges, turning every interaction into a memorable brand story.

Key Responsibilities

1. Experiential Strategy & IP Development
 Design and execute a nationwide Activation Calendar focused on consumer-facing events (e.g.,
college fests, food festivals, concerts, and malls).
 Create and own Brand IPs (Intellectual Properties) that can be scaled annually to build long-term
brand equity.
 Partner with Radio, Event, and Creative Agencies to bring "out-of-the-box" engagement ideas
to life.
2. Event Execution & Management

 Oversee the end-to-end execution of on-ground activations, ensuring "Best-in-Class" consumer
experience.

 Manage high-pressure environments like product launches or large public gatherings, ensuring
the brand is represented flawlessly.
 Coordinate with on-ground teams and external vendors to ensure technical and logistical
success.
3. Agency & Partnership Management
 Lead the briefing process for Activation and Event agencies, holding them accountable for
creativity and ROI.
 Leverage networks in the IP, Radio, and Entertainment industries to secure strategic
partnerships and sponsorships.
 Manage the activation budget, prioritizing high-impact consumer reach over traditional retail
fabrication.
4. Impact Measurement
 Define clear KPIs for every event (e.g., footfall, samples distributed, social media mentions, and
lead generation).
 Conduct post-event evaluations to measure ROI and provide feedback for future campaigns.x

Desired Profile / Criteria / Skills :

Summary
To drive brand salience and consumer engagement by designing and executing large-scale consumer
activations, on-ground events, and experiential marketing IPs. You will be the architect of the brand’s
presence at festivals, concerts, and colleges, turning every interaction into a memorable brand story.
Key Responsibilities
1. Experiential Strategy & IP Development
 Design and execute a nationwide Activation Calendar focused on consumer-facing events (e.g.,
college fests, food festivals, concerts, and malls).
 Create and own Brand IPs (Intellectual Properties) that can be scaled annually to build long-term
brand equity.
 Partner with Radio, Event, and Creative Agencies to bring "out-of-the-box" engagement ideas
to life.
2. Event Execution & Management

 Oversee the end-to-end execution of on-ground activations, ensuring "Best-in-Class" consumer
experience.

 Manage high-pressure environments like product launches or large public gatherings, ensuring
the brand is represented flawlessly.
 Coordinate with on-ground teams and external vendors to ensure technical and logistical
success.
3. Agency & Partnership Management
 Lead the briefing process for Activation and Event agencies, holding them accountable for
creativity and ROI.
 Leverage networks in the IP, Radio, and Entertainment industries to secure strategic
partnerships and sponsorships.
 Manage the activation budget, prioritizing high-impact consumer reach over traditional retail
fabrication.
4. Impact Measurement
 Define clear KPIs for every event (e.g., footfall, samples distributed, social media mentions, and
lead generation).
 Conduct post-event evaluations to measure ROI and provide feedback for future campaigns.
3. KNOWLEDGE, SKILLS, AND ABILITIES

Education/Experienc
e
(degree / diploma)

 Must come from a top-tier Activation Agency, Radio Station or an
Events/IP Management firm.
 MBA in Marketing or a specialised Degree/Diploma in Event
Management/Mass Media.
 Experience: 6–10 years of experience in managing large-scale
consumer events and experiential campaigns.

Knowledge and Skills
(Functional /
Technical)

 Strong industry and vendor network.
 Ability to strategise and conceptualise and expertise in Consumer
Engagement,
 Ability to handle complex logistics and on-ground troubleshooting.