Assistant Vice President - Retail Activations & Events

SBI Card · Uttar Pradesh, India

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

Role Accountability

Retail Activation:

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

Measures of Success:

• Quality of Retail visibility and Engagement experience
• Timely and accurate Project delivery/execution
• Effectiveness of Retail Initiatives
• Creative Quality
• Agency management and performance
• Achievement against execution objectives
• Cost efficiency
• Brand health performance
• Process Adherence as per MOU

Technical Skills / Experience / Certifications:

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

Competencies critical to the role:

• Planning and organizing
• Detail orientation
• Teamwork and collaboration
• High impact communication

Qualification: MBA in Marketing or any other relevant discipline

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