Brand and Channel Activation Executive at FMR AGENCY

Job Overview

• The Brand and Channel Activation Executive is responsible for stimulating sales through effective brand activation, retail expansion, and experiential marketing strategies. 
• This B2C-focused role is designed for a field-oriented professional with strong commercial acumen, creativity, and a deep understanding of consumer behavior, who can bridge the gap between brand visibility and point-of-sale execution. 
• The ideal candidate will lead retail penetration efforts by onboarding at least 200 stores, activate the brand through consumer-focused events in high-potential residential estates and commercial areas, and collaborate with internal teams to ensure brand equity is translated into demand generation at the grassroots level. 
• This role blends sales enablement with marketing execution, demanding high energy, strong interpersonal skills, and an entrepreneurial mindset. 
• The Brand and Channel Activation Executive will be a key driver in ensuring our client's consumer products gain visibility and traction across formal retail, open markets, supermarkets, lifestyle hubs, and direct-to-consumer touchpoints.

Key Responsibilities
Retail Channel Development & Sales Enablement:

• Identify and acquire at least 200 retail stores (formal and informal) to distribute and sell footwear products.
• Develop a robust retail onboarding plan, including product education, merchandising kits, and activation calendars.
• Engage open markets, independent retailers, supermarkets, malls, and lifestyle outlets to secure stocking agreements and drive sell-through.
• Conduct regular visits to retail partners to ensure product availability, proper display, and stock rotation.
• Build systems to track the store performance and ensure consistent reorders and product visibility.

Brand Activation & Experiential Marketing:

• Design and implement activation campaigns in residential estates, corporate parks, malls, and busy commercial areas to generate product awareness and consumer trial.
• Organize monthly fun sales events, pop-ups, product demos, and community activations that stimulate demand and increase product exposure.
• Ensure every activation event has a post-event report, with ROI metrics such as sales generated, leads captured, foot traffic, and social media impressions.
• Work with internal and external creative teams to deliver event concepts that reflect the brand’s aspirational and functional value.

Brand Building & Market Penetration:

• Champion our client's consumer product positioning in the market through storytelling, brand education, and alignment with consumer lifestyle trends.
• Deploy point-of-sale marketing materials (e.g., branded stands, posters, shelf-talkers) in retail outlets to ensure maximum shelf visibility.
• Ensure alignment between field activation and online campaigns by collaborating with the digital and content teams.
• Collect and relay consumer feedback to the product and marketing teams to inform product development and marketing strategy.

Stakeholder Engagement & Relationship Management:

• Cultivate long-term relationships with store owners, community leaders, estate managers, and event organizers to build a strong network of advocates and retail partners.
• Identify and partner with key influencers and grassroots marketers who can help amplify product awareness and endorsement at the community level.
• Manage all field vendors, promoters, and third-party activation partners to ensure timely and quality execution.

Reporting, Analytics & Continuous Improvement:

• Maintain dashboards and reports on retail penetration, activation outcomes, and campaign KPIs.
• Track consumer conversion, footfall, activation ROI, and reorder frequency from retail partners.
• Provide actionable insights to guide future campaigns and product development based on on-ground data.

Key Performance Indicators (KPIs)

• Retail Penetration
• Onboard and activate a minimum of 200 retail outlets within the first 6 months.
• Activation Cadence and ROI
• Plan and execute at least 2 field activations monthly with an average consumer engagement rate of 500+ per activation.
• Sales Conversion
• Achieve a minimum of 10% sales conversion rate from each brand activation event.
• Reorder Frequency
• Ensure at least 60% of onboarded stores place a second order within 90 days.
• POS Material Deployment
• 100% coverage of branded POS materials in retail outlets and activation locations.
• Market Feedback Loop
• Submit at least two actionable insights per month based on field data to improve products or messaging.

Qualifications & Experience

• Bachelor’s degree in Marketing, Business Administration, Mass Communication, or a related field.
• 3 - 5 years of experience in brand activation, field marketing, retail development, or trade marketing, ideally in a consumer goods or lifestyle brand.
• Strong understanding of B2C marketing strategies, grassroots marketing, and informal trade dynamics.
• Proven track record of managing and executing high-impact field activations and retail expansion initiatives.
• Excellent interpersonal, negotiation, and event coordination skills.
• Proficiency in basic reporting tools (Excel, PowerPoint, CRM systems) for tracking and communicating performance.
• Must be willing to work on weekends, travel extensively, and thrive in a fast-paced environment.