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