Events and Engagement Lead

On-ground Activation Lead for Local Marketing

This role is a dynamic, hands-on position that serves as the crucial link between the company brand strategy and local, customer/employee-facing execution. The lead is responsible for bringing the brand to life in the physical world, creating memorable experiences that drive employee engagement, company brand loyalty, and ultimately activation and retention of new and existing employees.

Job Summary

The On-ground Activation Lead for Local Marketing oversees the entire lifecycle of local GBC event marketing campaigns.

This includes strategy development based on local insights, planning and logistics, budget management, hands-on execution of events, and post-campaign analysis.

He / She is the brand's primary representative on the ground, managing teams, vendors, and partners to ensure all activations are flawlessly executed and align with the broader marketing objectives.

Job Scope, Responsibilities, and Output

Planning

• Develop and manage a detailed calendar of all local marketing activations, ensuring alignment with corporate wide campaigns and brand related campaigns.
• Define clear, measurable objectives (KPIs) for each activation, such as employee foot traffic, recruitment lead generation and conversion, social media engagement, or brand mentions.
• Plan and manage the budget for all on-ground activities, ensuring optimal resource allocation and a strong return on investment (ROI).

Execution

• Manage all logistical aspects of activations, including venue selection, permits, vendor negotiation, staffing, and inventory management of promotional materials, including IT equipment/s for online activities.
• Liaise with and manage third-party vendors, agencies, promoters, and event organizers to ensure they deliver high-quality work on time and within budget.
• May have the opportunity to lead a team of event staffing assigned at various GBC offices on a project basis. Provide clear direction and motivation to ensure they represent the brand effectively.
• Be physically present at key events to oversee execution, troubleshoot any issues that arise in real-time, and ensure a seamless and positive brand experience for employees and / or applicants.
• Work closely with internal teams, particularly Brand Marketing, Communications, other Workstreams, Support groups to ensure activations are integrated with other business efforts and that the HR or Workstreams are equipped to leverage the events.

Performance Analysis

• Implement mechanisms to collect crucial data during activations, such as employee / customer feedback, lead contact information, and engagement metrics.
• Continuously monitor and evaluate the effectiveness of campaigns against the set KPIs.
• Prepare and present comprehensive post-activation reports to management, detailing performance, key learnings, ROI, and recommendations for future initiatives.
• Act as the "voice of the employee / customer" from on-ground providing valuable insights to the broader marketing and workstream teams to inform future people strategy.

Required

• Minimum of 5-7 years of experience field marketing, event management, or brand activation, often within the BPO, shared services, and healthcare industries.
• Bachelor's degree in Business Administration, Marketing, Hospitality, or related field preferred.
• Technologically savvy – 200%
• Has strong activation/event framework background (not learning while on the job)
• Highly Proficient in PPT, Excel, Canva or equivalent
• Highly Proficient in Event costings, materials costings and sources
• Excellent project management and organizational skills (with PMP certification, preferred)