Senior Executive - Events Activation

Role Purpose

The Senior Executive Events Activation will be responsible for planning, coordinating, and executing GenBlu’s on-ground events and activation initiatives. This role will help bring GenBlu closer to Yamaha riders, dealers, merchants, partners, and motorcycle communities through roadshows, dealer activations, rider events, community engagements, partner campaigns, and large-scale brand activations.

The role is critical in converting offline touchpoints into GenBlu user acquisition, app engagement, loyalty participation, merchant exposure, and stronger rider community presence. The ideal candidate should be highly organised, hands-on, operationally strong, and comfortable managing events from planning through to execution and post-event reporting.

Key Responsibilities

1. On-Ground Events & Activation Planning

●    Plan and manage GenBlu’s on-ground event calendar across dealer networks, rider communities, roadshows, partner venues, malls, motorcycle events, CubPrix, MotoGP, and other relevant activations.

●    Develop event concepts and activation mechanics that support GenBlu’s objectives, including member acquisition, app downloads, points engagement, rewards redemption, partner visibility, and brand awareness.

●    Prepare event plans, activation flow, manpower requirements, event budgets, logistics checklists, timelines, and execution briefs.

●    Ensure every event has clear objectives, target audience, success metrics, and follow-up actions.

2. GenBlu Member Acquisition Through Events

●    Use on-ground events as a key channel to acquire new GenBlu members and drive app registration.

●    Set up practical acquisition mechanics such as QR sign-ups, app download booths, referral drives, registration rewards, check-in rewards, lucky draws, and event-based points issuance.

●    Track member sign-ups, activated users, campaign participation, and post-event engagement from each activation.

3. Dealer, Merchant & Partner Activation Support

●    Support events and activations involving Yamaha dealers, merchants, ecosystem partners, sponsors, and community partners.

●    Coordinate with dealers to run showroom activations, service voucher campaigns, customer engagement days, rider gatherings, and local area promotions.

●    Support merchants and partners by giving them visibility during events through booths, offers, vouchers, sampling, rewards, or co-branded activities.

●    Ensure partner and merchant commitments are clearly documented and properly executed during events.

4. Event Operations & Logistics

●    Coordinate with promoters, part-time staff, vendors, agencies, dealers, merchants, and internal teams to ensure smooth execution.

●    Ensure events are executed professionally, safely, and in line with GenBlu’s brand standards.

5. Offline-to-Online Engagement

●    Work with the CRM / Lifecycle Executive to ensure event participants receive follow-up communications after the event.

●    Work with Social Media & Content Lead to capture event stories, rider content, merchant highlights, and activation recaps for digital channels.

●    Support campaign mechanics that connect events to app features, loyalty journeys, referral campaigns, and merchant rewards.

6. Community & Rider Engagement

●    Build stronger relationships with Yamaha riders, motorcycle communities, riding groups, dealers, and local rider networks.

●    Identify community-led activation opportunities that can increase GenBlu’s relevance among riders.

●    Support rider events, meet-ups, convoy activities, community rides, product showcases, and loyalty-led engagement activities.

●    Ensure GenBlu is positioned as a platform that rewards, connects, and supports the rider lifestyle.

7. Cross-Functional Collaboration

●    Work with Growth & Marketing to align event plans with acquisition campaigns, digital content, CRM, and paid media support.

●    Work with Commercial & Loyalty to activate points, rewards, vouchers, merchant offers, dealer campaigns, and partner-funded rewards at events.

●    Work with Brand & Creative to prepare event materials, booth designs, banners, merchandise, content assets, and campaign visuals.

8. Event Performance Tracking & Reporting

●    Track and report event performance, including footfall, app downloads, new registrations, activated users, campaign participation, points issued, redemptions, merchant engagement, partner participation, and cost per acquisition.

●    Prepare post-event reports with key learnings, photos, performance metrics, operational issues, and recommendations for future activations.

●    Use event insights to improve future event planning, manpower deployment, activation mechanics, and conversion rates.

Ideal Candidate Profile

The ideal candidate is a hands-on event and activation professional who enjoys being on the ground, managing details, coordinating people, and delivering high-quality experiences. They should be comfortable working with dealers, merchants, riders, vendors, promoters, agencies, and internal stakeholders while keeping business outcomes in mind.

Required Experience

●    Minimum 6 years of experience in events, activations, roadshows, field marketing, brand activation, community engagement, retail activation, or related roles.

●    Experience managing on-ground events from planning to execution and reporting.

●    Experience working with dealers, retail outlets, merchants, agencies, promoters, vendors, or community groups is preferred.

●    Experience in automotive, motorcycle, mobility, retail, consumer brands, loyalty programmes, fintech, e-wallets, or lifestyle events is an advantage.

●    Strong project management, coordination, and problem-solving skills.

●    Able to manage budgets, timelines, vendors, manpower, and event logistics.

●    Comfortable working on weekends or outside office hours when events require it.