Brand and Channel Activation Executive

Job Summary


As the Brand and Channel Activation Executive, you'll drive sales through innovative brand promotion, retail growth, and immersive marketing tactics. This consumer-centric role suits a dynamic, field-oriented professional with sharp business acumen, inventiveness, and keen insight into customer behavior. You'll be the linchpin between brand awareness and in-store sales execution. The successful candidate will spearhead retail expansion by securing 200+ new stores, orchestrate brand-centric events in prime residential and commercial zones, and synergize with internal teams to convert brand value into grassroots demand. This position melds sales support with marketing implementation, requiring boundless energy, exceptional people skills, and an innovative spirit. As the Brand and Channel Activation Executive, you'll play a pivotal role in boosting the visibility and market penetration of Company's consumer products across various retail channels, from traditional stores to modern supermarkets and direct consumer touchpoints.


Core Duties

Retail Network Expansion & Sales Support


Scout and onboard a minimum of 200 retail outlets (both traditional and modern) to distribute and market company's footwear line.
Create a comprehensive retail integration strategy, encompassing product training, display materials, and promotional schedules.
Target traditional markets, standalone shops, grocery chains, shopping centers, and trendy outlets to establish stocking agreements and boost sales.
Perform regular store visits to ensure product availability, optimal presentation, and inventory management.
Implement systems to monitor store performance and maintain consistent reordering and product visibility.


Brand Promotion & Experiential Marketing


Conceptualize and execute promotional campaigns in housing complexes, business districts, shopping malls, and bustling commercial areas to enhance product recognition and encourage consumer trials.
Coordinate monthly engaging sales events, temporary shops, product demonstrations, and community engagements to stimulate demand and increase product exposure.
Compile post-event reports for each activation, including ROI metrics such as revenue generated, leads acquired, foot traffic, and social media engagement.
Collaborate with internal and external creative teams to develop event concepts that embody the brand's aspirational and practical values.


Brand Development & Market Expansion


Advocate for company's consumer product positioning through compelling narratives, brand education, and alignment with current lifestyle trends.
Implement in-store marketing materials (e.g., branded displays, posters, shelf markers) to maximize product visibility.
Ensure cohesion between on-ground activations and digital campaigns by working closely with online and content teams.
Gather and communicate customer feedback to product and marketing teams to inform product development and marketing strategies.


Stakeholder Engagement & Relationship Cultivation


Foster enduring partnerships with store proprietors, community leaders, property managers, and event coordinators to build a robust network of brand advocates and retail allies.
Identify and collaborate with key influencers and local marketers who can amplify product awareness and endorsement at the community level.
Oversee all field personnel, promoters, and third-party activation partners to ensure timely and high-quality execution.


Analysis, Reporting & Ongoing Enhancement


Maintain up-to-date dashboards and reports on retail expansion, activation outcomes, and campaign performance indicators.
Monitor customer conversion rates, foot traffic, activation return on investment, and reorder frequency from retail partners.
Deliver actionable insights to guide future campaigns and product development based on field data.


Required Qualifications & Experience


University degree in Marketing, Business Administration, Mass Communication, or a related discipline.
3–5 years of experience in brand activation, field marketing, retail development, or trade marketing, preferably in the consumer goods or lifestyle sector.
Comprehensive understanding of B2C marketing strategies, grassroots promotion, and informal trade dynamics.
Demonstrated success in managing and executing impactful field activations and retail expansion initiatives.
Outstanding interpersonal, negotiation, and event coordination abilities.
Competence in fundamental reporting tools (Excel, PowerPoint, CRM systems) for tracking and communicating performance.
Willingness to work weekends, travel extensively, and excel in a dynamic environment.