Activation Manager

Job Title: Activation Manager – KSA

Reports to: Shopper Marketing Manager

Business Unit: ACCBC – Corporate

Function: Marketing

Location: Riyadh - KSA

Purpose of the Job

The Activation Manager – KSA is responsible for leading and executing all on-ground activation initiatives across the Kingdom of Saudi Arabia. The role ensures that brand and channel strategies are effectively translated into high-impact consumer and trade activations, driving brand visibility, shopper conversion, and incremental sales. The job requires strong FMCG commercial acumen, excellent execution discipline, and the ability to operate at speed across multiple regions and trade channels.

Key Roles & Responsibilities

• Develop and implement annual activation plans aligned with national sales and marketing strategies.
• Lead planning and execution of trade marketing activities, in-store visibility programs, and channel-specific activation initiatives.
• Ensure flawless execution of promotions, sampling programs, events, and brand experiences at priority retail and wholesale locations.
• Collaborate with Sales, Marketing, Trade Marketing, and Distributor Teams to ensure alignment and integrated execution of activation programs.
• Monitor market performance, shopper insights, and competitor activity to identify opportunities that enhance brand visibility and conversion.
• Manage activation agencies, suppliers, and third-party partners to ensure high-quality delivery and adherence to brand guidelines.
• Evaluate activation ROI and develop actionable recommendations for continuous improvement.
• Ensure full compliance with brand identity, commercial policies, and company guidelines across all activation touchpoints.
• Develop, manage, and maintain activation toolkits, POS materials, and merchandising standards.
• Support Sales Teams with channel-specific activation solutions that drive distribution, availability, and off-take.

Key Performance Indicators (KPIs)

• Execution Excellence Score (visibility standards, compliance, and activation quality).
• Activation ROI and cost-efficiency metrics.
• Improvement in off-take and sell-out performance across focus channels.
• Availability and on-shelf visibility uplift for priority SKUs.
• Timely delivery and completion of activation projects.
• Agency performance and adherence to brand standards.
• Growth in shopper conversion and engagement metrics.

Requirements

Experience

• 5–7 years of experience in activation, trade marketing, or sales within the FMCG sector.
• Strong experience in the KSA market across key trade channels.
• Proven track record in managing field activations and merchandising programs.

Knowledge

• Deep understanding of KSA trade channels: Modern Trade, Traditional Trade, Wholesale, and HORECA.
• Knowledge of shopper behavior, retail operations, and category dynamics.
• Strong data interpretation and analytical capability.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, or a related field.
• Fluency in English required; Arabic is an advantage.

Accountability Indicators

• Delivery of activation plans within budget and timelines.
• Compliance with brand and commercial execution standards.
• Measurable improvement in visibility, availability, and off-take.
• Effective coordination with internal and external stakeholders.
• Accuracy and timeliness of activation reporting and ROI analysis.

Other Skills and Attributes

• High energy, commercially driven, and execution-focused.
• Excellent project management, negotiation, and communication skills.
• Strong collaboration skills with cross-functional teams.
• Ability to work under pressure in a fast-paced, results-oriented environment.
• Strong problem-solving and decision-making capabilities.