Brand Activation Manager (DC)

JOB DESCRIPTION

Position: Brand Activation Manager

Reports to: Sales Manager

Job Summary

The Brand Activation Manager is responsible for planning, selling, executing, and evaluating brand activation programs, sampling events, sponsorships, and promotional activities within assigned markets. This role focuses on driving brand awareness, consumer engagement, and sales growth through effective activation strategies and strong partnerships with key accounts, distributors, and internal sales teams. The Brand Activation Manager oversees Brand Ambassadors, manages event execution, and ensures all program objectives and key performance indicators are achieved.

Essential Duties and Responsibilities

• Brand Activation and Program Management

• Develop and execute comprehensive activation strategies to achieve sales, marketing, and brand objectives.

• Sell brand programming and promotional opportunities into key accounts.

• Lead the planning and execution of brand activations, sampling events, sponsorships, special events, and promotions.

• Monitor event execution and ensure all key brand performance indicators (KPIs) are achieved.

• Perform pre-calls and event preparation checklists to ensure successful execution.

• Manage events in person and serve as the primary point of contact during activations.

• Prepare activation recaps and reports that evaluate event performance and effectiveness.

• Account and Relationship Management

• Establish and maintain strong working relationships with key accounts, distributors, and internal sales teams.

• Communicate brand objectives, promotional initiatives, and activation opportunities to key stakeholders.

• Collaborate with sales teams to support account development and promotional execution.

• Assist in the analysis of sales, market, and territory data to identify opportunities and address underperforming accounts.

• Brand Ambassador Management

• Provide ongoing coaching, guidance, and support to ensure alignment with company goals and brand standards.

• Manage weekly event execution and performance reporting for the Brand Ambassador team.

• Conduct audits and evaluations to ensure quality execution and compliance with company expectations.

• Approve timesheets and monitor team productivity and accountability.

• Asset, Budget, and Reporting Management

• Manage local activation assets, promotional materials, merchandise, and event equipment.

• Ensure Brand Ambassadors are properly equipped for all sampling and promotional activities.

• Track, manage, and reconcile activation budgets and expenses.

• Submit required program deliverables accurately and on time, including:

• Expense reports

• Weekly recaps

• Brand Ambassador survey audits

• Timesheet approvals

• Event performance metrics

• Maintain accurate records and provide regular reports to management.

Education and Experience

• Bachelor's degree in Marketing, Business, Communications, or a related field preferred.
• Minimum of 2 years of beverage supplier, distributor, or related industry experience.
• Prior experience in event production, brand activation, experiential marketing, or promotional event management preferred.
• Experience managing Brand Ambassadors or promotional teams preferred.
• Experience working with wholesalers, retail accounts, and sampling programs preferred.

Knowledge, Skills, and Abilities

• Strong leadership and team management skills.
• Excellent written and verbal communication skills.
• Strong organizational and project management abilities.
• Ability to manage multiple projects and deadlines simultaneously.
• Proficient in Microsoft Office Suite, including Excel and PowerPoint.
• Ability to analyze event performance, sales trends, and market data.
• Strong relationship-building and presentation skills.
• Knowledge of local events, nightlife, and alcohol beverage industry regulations.
• Professional demeanor and strong work ethic.
• Ability to work independently and collaboratively within a team environment.

Physical Requirements

• Ability to lift, carry, transport, and set up promotional materials and event assets.
• Regular standing, walking, bending, reaching, and lifting during event execution.
• Ability to work extended periods at events and promotional activations.
• Frequent travel within the assigned territory.

Work Environment

• Work is performed in a combination of office, retail, on-premise, event, and outdoor environments.
• Frequent travel within the assigned territory is required using personal transportation.
• Schedule may include evenings, nights, weekends, holidays, and occasional overtime based on business needs and event schedules.
• Must be available to work 40+ hours per week.

Licenses and Certifications

• Must be at least 21 years of age.
• Valid driver's license and acceptable driving record required.
• Must maintain reliable transportation.
• Must have access to a personal smartphone for communication and reporting.
• Must have access to a computer with Microsoft Office and reliable internet access.

Additional Information

This job description is intended to describe the general nature and level of work being performed. It is not an exhaustive list of all responsibilities, duties, and skills required. Management reserves the right to assign or reassign other related duties and responsibilities as needed to meet organizational needs.

Equal Employment Opportunity Statement

Mitchell Companies is an Equal Opportunity Employer. We are committed to providing equal employment opportunities to all employees and applicants without regard to race, color, religion, sex (including pregnancy, sexual orientation, or gender identity), national origin, age, disability, genetic information, veteran status, or any other status protected by applicable law.

Employment offers are conditional and subject to the satisfactory completion of a background check and drug screening. Failure to meet the company's established criteria may result in withdrawal of the employment offer.