JOB SUMMARY

To lead regional activation and field marketing for the region owning the activation strategy, execution roadmap, budget governance and performance outcomes in line with business objectives, brand strategy and commercial priorities. The role will manage a reporting team member and act as a people manager, building capability, driving accountability and ensuring high-quality execution across markets.

KEY RESPONSIBILITIES

• Regional Activation Strategy & Planning: Lead the development of the regional activation and field marketing strategy by translating national brand priorities, business objectives and commercial plans into clear annual and quarterly execution roadmaps.
• End-to-End Execution & Market Delivery: Own activation delivery across the region, ensuring market-level execution is aligned with brand guidelines, consumer priorities, channel objectives, merchandising standards and regional growth plans.
• People Management, Team Leadership & Capability Building: Act as the people manager for the reporting team member, including goal setting, day-to-day guidance, prioritization, coaching, performance feedback, development planning and ensuring delivery through clear accountability. Build the team member's activation capability, support career growth and create a high-performance execution culture for the region.
• Governance, Budget & Performance Management: Drive robust activation governance through prioritization, budget control, performance tracking, measurement frameworks and timely course correction to maximize effectiveness and return on investment.
• Stakeholder Partnership & Business Influence: Partner with Zonal Marketing, Central Marketing, Sales, Key Accounts, Finance, Legal and Compliance teams to align activation calendars, trade initiatives, approvals, vendor onboarding, payments and execution controls.
• Agency, Vendor & External Partner Management: Build and manage agency, vendor and external partner relationships to deliver high-quality events, activations, signage and merchandising solutions within agreed timelines, budgets and compliance requirements.
• Business Reviews & Market Insights: Represent the activation agenda in regional business reviews and decision-making forums, using market insights, sales feedback and performance data to recommend priorities, investments, risks and market opportunities.

INTERACTIONS

·        With Zonal Marketing Manager, ensuring activation, promotion and trade schemes are effective and in line with the zonal vision.

·        With respective Region Sales team – Region Head, Cluster Heads & Key Accounts team for running activations and promotions.

·        With National Marketing Team- to ensure the branding and brand associations are within the brand guidelines

·        With Finance to ensure, vendor payment is within the agreed timelines.

·        With Legal to ensure all agreements are executed as per PRI guidelines

·        External Vendor Management

EXPEREINCE

·       9-12 years of overall experience with minimum 5-6 years in marketing, activation, trade marketing, BTL with strong commercial acumen.

·       Proven experience in leading regional activation plans, managing budgets, agencies/vendors and multi-market execution.

·       Experience guiding or managing at least one team member, including work allocation, coaching and delivery follow-up.

·       Ability to influence senior stakeholders and use market insights and performance data to improve activation impact.

BEHAVIOURAL SKILLS

·       Ownership mindset with the ability to balance strategic thinking and strong execution.

·       People leadership orientation with the ability to coach, guide and build accountability.

·       Strong communication, stakeholder influence and cross-functional collaboration skills.

·       Agile, solution-oriented and comfortable working in fast-paced market environments.

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