Activation Executive (F&B Category)

Scope of Work:

- Campaign planning & execution: plan, execute, and evaluate the brand's offline and ATL activations per month, which includes sampling, F&B festivals, trade shows, corporate event sponsorships, and large-scale placements

- Brand collaboration & partnerships: identify and negotiate co-activation opportunities with complementary F&B brands, event organizers, and KOLs to expand the brand's presence beyond owned activation

- Community & channel penetration: build relationships with F&B communities, trade contacts, and media to support the brand's positioning across all segments

- Lead capture: ensure all activation attendees are funneled into the lead system for follow-up

- Budget management: plan and manage a larger, multi-format activation budget (spanning both ATL and BTL), report cost-per-outcome across formats

- Regional execution: lead activation sequencing across regional scale, with a clear rollout plan toward national scale

Qualifications (Hard Skills):

- Minimum 2-3 years' experience in brand activation, trade marketing, or campaign management in the coffee, F&B, or beverage industry

- Proven experience running integrated campaigns that combine ATL (signage, placements, sponsorships) and BTL (sampling, festivals, trade shows)

- Experience negotiating and closing brand partnerships or co-branded activations

- Comfortable managing larger, multi-city campaign budgets and reporting ROI across formats

- Experience in general trade and modern trade channel activation (C-Store equivalents, supermarkets, specialty retail)

Qualifications (Soft Skills):

- Strong negotiation and partnership-building instinct; comfortable pitching and closing deals with external brands, venues, and corporate partners

- High ownership over campaign-level outcomes, not just individual events

- Resilient and adaptable across a demanding, high-visibility campaign with national ambitions