EVENT & ACTIVATION MARKETING
Company: PT Technical Outdoor Indonesia Department: Marketing Reports to: General Manager
Role Purpose Develop and execute event partnerships, booths, brand activations, and community activities to increase brand awareness, product engagement, sales, and community relationships for TOI’s brand portfolio.
Key Responsibilities
- Event & Activation Planning
- Develop an event and activation calendar aligned with brand priorities, target audiences, and budgets.
- Prepare proposals outlining concepts, target participants, operational requirements, budgets, and expected outcomes.
- Evaluate event opportunities based on audience relevance, sales potential, costs, and brand value.
- Event Partnerships
- Identify and build relationships with event organizers, communities, venues, sponsors, and partners.
- Negotiate booth locations, participation fees, sponsorships, barter arrangements, and promotional benefits.
- Document partnership agreements and ensure both parties fulfill their commitments.
- Booth & Exhibition Management
- Manage booth setup, operations, and dismantling, including design, displays, products, equipment, logistics, and staffing.
- Coordinate with IP Brand Managers and the Warehouse Manager regarding inventory, product availability, equipment, logistics, and sales support.
- Coordinate with Store and Finance teams on transactions, sales records, and event-related administration.
- Ensure booth presentation follows brand guidelines and staff understand the products and promotional offers.
- Brand Activation Execution
- Develop activities such as product trials, demonstrations, workshops, challenges, and community experiences.
- Connect activation activities with product benefits and purchase opportunities.
- Coordinate with IP Brand Managers to ensure activities accurately represent each brand’s identity, products, and priorities.
- Manage events and community activities at TOI stores and cafés according to brand needs and business objectives.
- Promotion & Team Coordination
- Coordinate with Social Media and IP Brand Managers on promotion before, during, and after events.
- Prepare briefs, event schedules, task assignments, and team and vendor briefings.
- Coordinate with store and café teams to ensure smooth execution of events and community activities.
- Ensure promotional materials, event information, and documentation are ready on schedule.
- Budget & Operations Management
- Manage spending within approved budgets.
- Select and supervise vendors based on quality, cost, and timely delivery.
- Coordinate operational requirements with the IP Brand Managers and Warehouse Manager.
- Anticipate operational challenges and resolve issues during events.
- Evaluation & Follow-Up
- Prepare event reports covering attendance, activation participation, sales, leads, costs, and partnership outcomes.
- Coordinate with relevant teams to follow up on leads and partnership opportunities.
- Share event results with IP Brand Managers and other relevant stakeholders.
- Recommend improvements based on each event’s results.
Key Performance Indicators (KPIs)
- Delivery of events, store activities, café activities, and activations according to plan.
- Event sales and visitor-to-buyer conversion.
- Number of qualified leads and follow-up results.
- Number and quality of active partnerships.
- Consumer participation in product trials and activations.
- Budget adherence and timely execution.
- Effective coordination with IP Brand Managers and the Warehouse Manager.
- Timely evaluation reports and completion of follow-up actions.
Numerical targets will be agreed upon with the General Manager based on each event’s scale and objectives.
Qualifications
- At least 3 years of experience in event marketing, brand activation, partnerships, or a related field.
- Experience managing booths, vendors, budgets, stores, cafés, and on-site teams.
- Strong negotiation, communication, planning, coordination, and problem-solving skills.
- Ability to coordinate effectively with IP Brand Managers, the Warehouse Manager, store teams, café teams, and external partners.
- Ability to evaluate events and community activities based on business results.
- Knowledge of outdoor, sports, or lifestyle communities is an advantage.
- Willingness to travel and work on weekends according to event schedules.