As a Lead Brand & Activation in Mumbai with 15-20 years of experience, your role will involve taking ownership of offline brand strategy, retail visibility, trade activations, and market execution. You will be responsible for driving structured brand initiatives aligned with business goals, ensuring premium brand visibility, and executing seasonal campaigns and trade promotions. Your role will require strong execution capability, cross-functional authority, and the ability to lead activation strategy independently while ensuring a measurable impact on sales performance. The ideal candidate is hands-on, commercially sharp, and capable of managing teams, vendors, and internal stakeholders with clarity and accountability. **Key Responsibilities:**
Develop and drive offline brand and activation strategy aligned with business goals
Lead retail, on-trade, and promotional activation initiatives
Ensure premium and consistent brand visibility across all markets
Plan and execute seasonal campaigns, trade promotions, and retail programs
Measure ROI and effectiveness of activation initiatives
Establish and enforce merchandising standards across outlets
Oversee production and deployment of POS materials and promotional assets
Conduct structured market audits to assess compliance and visibility
Drive improvements in in-store brand presence and execution quality
Ensure timely availability of merchandise and promotional materials
Lead and manage a team of Activation Managers
Define KPIs and execution standards
Conduct structured performance reviews
Build accountability and execution discipline within the team
Provide guidance and on-ground mentorship where required
Coordinate closely with Sales, Supply Chain, Design, and Marketing teams
Align activation plans with sales priorities and inventory planning
Ensure timely creation and dispatch of brand assets and materials
Maintain structured trackers and review mechanisms
Identify and resolve operational bottlenecks proactively
Manage relationships with merchandise vendors, event partners, and agencies
Ensure cost efficiency and quality control
Monitor vendor timelines and performance standards
Strengthen partnerships with key retail and on-trade stakeholders
Oversee planning and execution of trade events and restaurant activations
Ensure smooth coordination between internal teams and external partners
Monitor execution quality and post-event reporting
Track sales performance linked to brand initiatives
Ensure monthly structured reporting to leadership
Monitor activation budgets and cost efficiencies
Provide insights and recommendations for performance improvement
**Qualifications:**
1520 years of experience in Brand Management, Trade Marketing, or Activation Leadership
Strong understanding of retail execution and field dynamics
Proven experience managing teams and driving accountability
Strong commercial and financial awareness
Vendor negotiation and coordination expertise
High governance and reporting discipline
Ability to operate independently in a fast-paced environment
Strong presentation and professional grooming standards
High ownership mindset and execution maturity
In this role, your success will be demonstrated by the structured execution of offline activations, consistent maintenance of retail visibility standards, clarity and accountability within the activation team, timely delivery of merchandising materials within budget, strengthened sales alignment with brand initiatives, proactive and insight-driven reporting, and smoother execution with improved operational flow. As a Lead Brand & Activation in Mumbai with 15-20 years of experience, your role will involve taking ownership of offline brand strategy, retail visibility, trade activations, and market execution. You will be responsible for driving structured brand initiatives aligned with business goals, ensuring premium brand visibility, and executing seasonal campaigns and trade promotions. Your role will require strong execution capability, cross-functional authority, and the ability to lead activation strategy independently while ensuring a measurable impact on sales performance. The ideal candidate is hands-on, commercially sharp, and capable of managing teams, vendors, and internal stakeholders with clarity and accountability. **Key Responsibilities:**
Develop and drive offline brand and activation strategy aligned with business goals
Lead retail, on-trade, and promotional activation initiatives
Ensure premium and consistent brand visibility across all markets
Plan and execute seasonal campaigns, trade promotions, and retail programs
Measure ROI and effectiveness of activation initiatives
Establish and enforce merchandising standards across outlets
Oversee production and deployment of POS materials and promotional assets
Conduct structured market audits to assess compliance and visibility