Brand and Channel Activation Executive at FMR AGENCY

FMR AGENCYLagos, Nigeria Digital Marketing

Full Time

At FMR Agency we have unique and creative solutions that meet the clients expectations not only by realizing the clients business objectives, but particularly by our strict adherence to the ethical principles of public relations, we always search for opportunities beyond the agreed communications and the business objectives, we address special needs in other to find unique and tailored solutions through creative approaches.

Job Overview

The Brand and Channel Activation Executive is responsible for stimulating sales through effective brand activation, retail expansion, and experiential marketing strategies.
This B2C-focused role is designed for a field-oriented professional with strong commercial acumen, creativity, and a deep understanding of consumer behavior, who can bridge the gap between brand visibility and point-of-sale execution.
The ideal candidate will lead retail penetration efforts by onboarding at least 200 stores, activate the brand through consumer-focused events in high-potential residential estates and commercial areas, and collaborate with internal teams to ensure brand equity is translated into demand generation at the grassroots level.
This role blends sales enablement with marketing execution, demanding high energy, strong interpersonal skills, and an entrepreneurial mindset.
The Brand and Channel Activation Executive will be a key driver in ensuring our client's consumer products gain visibility and traction across formal retail, open markets, supermarkets, lifestyle hubs, and direct-to-consumer touchpoints.

Key Responsibilities
Retail Channel Development & Sales Enablement:

Identify and acquire at least 200 retail stores (formal and informal) to distribute and sell footwear products.
Develop a robust retail onboarding plan, including product education, merchandising kits, and activation calendars.
Engage open markets, independent retailers, supermarkets, malls, and lifestyle outlets to secure stocking agreements and drive sell-through.
Conduct regular visits to retail partners to ensure product availability, proper display, and stock rotation.
Build systems to track the store performance and ensure consistent reorders and product visibility.

Brand Activation & Experiential Marketing:

Design and implement activation campaigns in residential estates, corporate parks, malls, and busy commercial areas to generate product awareness and consumer trial.
Organize monthly fun sales events, pop-ups, product demos, and community activations that stimulate demand and increase product exposure.
Ensure every activation event has a post-event report, with ROI metrics such as sales generated, leads captured, foot traffic, and social media impressions.
Work with internal and external creative teams to deliver event concepts that reflect the brand’s aspirational and functional value.

Brand Building & Market Penetration:

Champion our client's consumer product positioning in the market through storytelling, brand education, and alignment with consumer lifestyle trends.
Deploy point-of-sale marketing materials (e.g., branded stands, posters, shelf-talkers) in retail outlets to ensure maximum shelf visibility.
Ensure alignment between field activation and online campaigns by collaborating with the digital and content teams.
Collect and relay consumer feedback to the product and marketing teams to inform product development and marketing strategy.

Stakeholder Engagement & Relationship Management:

Cultivate long-term relationships with store owners, community leaders, estate managers, and event organizers to build a strong network of advocates and retail partners.
Identify and partner with key influencers and grassroots marketers who can help amplify product awareness and endorsement at the community level.
Manage all field vendors, promoters, and third-party activation partners to ensure timely and quality execution.

Reporting, Analytics & Continuous Improvement:

Maintain dashboards and reports on retail penetration, activation outcomes, and campaign KPIs.
Track consumer conversion, footfall, activation ROI, and reorder frequency from retail partners.
Provide actionable insights to guide future campaigns and product development based on on-ground data.

Key Performance Indicators (KPIs)

Retail Penetration
Onboard and activate a minimum of 200 retail outlets within the first 6 months.
Activation Cadence and ROI
Plan and execute at least 2 field activations monthly with an average consumer engagement rate of 500+ per activation.
Sales Conversion
Achieve a minimum of 10% sales conversion rate from each brand activation event.
Reorder Frequency
Ensure at least 60% of onboarded stores place a second order within 90 days.
POS Material Deployment
100% coverage of branded POS materials in retail outlets and activation locations.
Market Feedback Loop
Submit at least two actionable insights per month based on field data to improve products or messaging.

Qualifications & Experience

Bachelor’s degree in Marketing, Business Administration, Mass Communication, or a related field.
3 - 5 years of experience in brand activation, field marketing, retail development, or trade marketing, ideally in a consumer goods or lifestyle brand.
Strong understanding of B2C marketing strategies, grassroots marketing, and informal trade dynamics.
Proven track record of managing and executing high-impact field activations and retail expansion initiatives.
Excellent interpersonal, negotiation, and event coordination skills.
Proficiency in basic reporting tools (Excel, PowerPoint, CRM systems) for tracking and communicating performance.
Must be willing to work on weekends, travel extensively, and thrive in a fast-paced environment.