Consumer Activation Lead

Компания "KT&G GLOBAL KAZAKHSTAN (КЕЙ-ТИ-ЭНД-ДЖИ ГЛОБАЛ КАЗАХСТАН)"

1. Purpose of the Position

We are looking for a dynamic, execution-focused, and result-oriented Consumer Activation Lead to drive rapid user acquisition and activation for our portfolio through hostess-led engagement, mobile sales, and small-scale, high-frequency channels.

This role is critical for accelerating consumer conversion at point-of-contact, leveraging General Trade POS, Mobile kiosks, and small-format KA activations. The ideal candidate excels in field execution, new leads generation, operational scaling, and performance-driven activation models, ensuring compliant, efficient, and high-resulting consumer interactions.

2. Key Tasks and Responsibilities

Consumer Activation & Acquisition (Hostess / Mobile POS)

• Lead the development and implementation of hostess-driven / mobile activation programs focused on rapid and wide-scaled consumer acquisition

• Design activation flows that maximize product awareness growth, trial and switching

• Develop scripts, engagement standards, and training materials to ensure consistent, high-quality consumer activation

• Continuously optimize activation mechanics to improve acquisition results, conversion rates and cost per acquisition

• Channel Execution (General Trade & Small Formats)

• Drive activation in General Trade POS, ensuring strong presence in high-traffic, high-potential locations

• Develop and scale mobile POS formats within Key Accounts (KA), enabling flexible and targeted consumer outreach

• Identify priority micro-locations and clusters for efficient deployment of activation resources

• Ensure execution excellence across multiple small-scale touchpoints simultaneously

• New Channel Development

• Identify, test, and scale new acquisition and activation channels (e.g., pop-ups, kiosks, temporary stands, non-traditional retail environments, etc.)

• Pilot innovative models for on-the-go consumer engagement within regulatory constraints

• Validate new channels through structured testing and performance measurement before scaling

• Field Operations & Execution

• Develop and implement training programs for hostess teams and field staff together with Capability Development team

• Ensure strong understanding of product knowledge, compliance requirements, and engagement techniques

• Monitor performance and provide coaching to continuously improve execution quality

• Performance Tracking & Optimization

• Define KPIs such as acquisition volume, conversion rate, cost per switcher, POS efficiency, channel efficiency, and engagement quality.

• Track field performance and analyze data to optimize deployment and channel effectiveness

• Implement continuous improvement loops to enhance efficiency, effectiveness, and ROI

3. Key Requirements

• Bachelor’s degree in Marketing, Business, or related field

• 3-5 years of experience in consumer activation, consumer experience, sales, field marketing or trade marketing roles

• Strong experience in hostess-led activations, mobile sales, retail execution, or sales-driven marketing role

• Experience in regulated industries (tobacco, alcohol, pharma, or similar) is highly preferred

• Proven ability to manage field operations at scale

• Strong understanding of compliance, regulatory frameworks, and responsible marketing practices

• Experience managing agencies and external partners

4. Core Skills

Execution Excellence

• Strong operational management and ability to run high-volume field activities

• Results-driven mindset focused on conversion and acquisition metrics

• Ability to manage multiple activation streams simultaneously

People & Team Management

• Experience working with and managing field teams or agencies

• Strong coaching and training capabilities

• Ability to motivate frontline teams to drive performance

Agility & Problem Solving

• Ability to operate in fast-paced, dynamic environments

• Quick decision-making and issue resolution in field operations

• Entrepreneurial mindset with focus on testing and scaling new ideas

Compliance Mindset

• Strong understanding of responsible marketing to adult consumers only

• Ability to ensure all activities meet legal, regulatory, and company standards

• Attention to detail and risk awareness during execution

5. Key Internal and External Interactions

Internal Stakeholders:

• Marketing & Brand Teams
• Sales / Commercial Teams

• Legal and Compliance

• Field Force / Execution Teams

External Stakeholders:

• Field Agencies / Staffing Partners (BTL)

• POS Owners & Retailers (GT, KA etc.)

• Equipment & Logistics Vendors

• New Channel / Platform Activation Partners

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