Brand Activations Specialist- On Trade (FMCG)

Brand Activations Specialist- On Trade (FMCG)

Partner with the Marketing Manager (MM) and Sales team to assess market opportunities and showcase the brand portfolio in ways that maximize brand strength and sales performance.

Collaborate with Key Account Managers (KAMs) to ensure adequate distribution of brands across channels.

Work with MMs to design and implement innovative, disruptive, and engaging brand programs that drive desired consumer behavior change.

Identify and develop new merchandising opportunities to creatively deliver core brand messages and maximize category visibility.

Ensure all activations, events, and campaigns build brand equity and reinforce the premium positioning of the portfolio.

Training & Quality

Collaborate with the PATH Training Manager and MMs to execute high-quality training programs across outlets.

Deliver specialist brand training through engaging, tailored training solutions.

Partner with the beer tech department to identify and improve draft quality standards.

Enhance brand reputation through perfect-serve programs and consistent quality experiences.

Regularly visit customers and key influencers with clear objectives to enhance brand share, equity, distribution, sales, and profitability.

Build strong relationships with on-trade influencers and outlet staff, inspiring them to become brand champions.

Represent and personify brand values, bringing the portfolio to life for consumers.

Ensure compliance with local laws and company policies in all customer and consumer-facing activities.

Collect and analyze category/brand performance data to inform future activations and strategies.

Reporting Structure & Key Interactions

Reports to: Marketing Manager

Key Collaborations:

Local & International Brand Owner Representatives

Advertising, Promotional & Research Agencies

Bachelor degree in Marketing, Business, Hospitality, or related field.

3-5 years of experience in F&B, beverage, or sales roles.

Minimum 1 year of professional experience in Dubai.

Strong personal and professional presence with high impact.

Deep understanding of customers, F&B industry dynamics, and beverage processes.

Passion for creating innovative initiatives and strong execution strategies.

Excellent communication skills with the ability to inspire, influence, and build credibility.