Consumer Activation Lead at KT&G GLOBAL KAZAKHSTAN (КЕЙ-ТИ-ЭНД-ДЖИ ГЛОБАЛ КАЗАХСТАН) — NeverHard

1. Purpose of the Position We are looking for a dynamic, execution-focused, and result-oriented Consumer Activation Lead to drive rapid user acquisition and activation for our portfolio through hostess-led engagement, mobile sales, and small-scale, high-frequency channels. This role is critical for accelerating consumer conversion at point-of-contact, leveraging General Trade POS, Mobile kiosks, and small-format KA activations. The ideal candidate excels in field execution, new leads generation, operational scaling, and performance-driven activation models, ensuring compliant, efficient, and high-resulting consumer interactions. 2. Key Tasks and Responsibilities Consumer Activation & Acquisition (Hostess / Mobile POS) Lead the development and implementation of hostess-driven / mobile activation programs focused on rapid and wide-scaled consumer acquisition Design activation flows that maximize product awareness growth, trial and switching Develop scripts, engagement standards, and training materials to ensure consistent, high-quality consumer activation Continuously optimize activation mechanics to improve acquisition results, conversion rates and cost per acquisition Channel Execution (General Trade & Small Formats) Drive activation in General Trade POS, ensuring strong presence in high-traffic, high-potential locations Develop and scale mobile POS formats within Key Accounts (KA), enabling flexible and targeted consumer outreach Identify priority micro-locations and clusters for efficient deployment of activation resources Ensure execution excellence across multiple small-scale touchpoints simultaneously New Channel Development Identify, test, and scale new acquisition and activation channels (e.g., pop-ups, kiosks, temporary stands, non-traditional retail environments, etc.) Pilot innovative models for on-the-go consumer engagement within regulatory constraints Validate new channels through structured testing and performance measurement before scaling Field Operations & Execution Develop and implement training programs for hostess teams and field staff together with Capability Development team Ensure strong understanding of product knowledge, compliance requirements, and engagement techniques Monitor performance and provide coaching to continuously improve execution quality Performance Tracking & Optimization Define KPIs such as acquisition volume, conversion rate, cost per switcher, POS efficiency, channel efficiency, and engagement quality. Track field performance and analyze data to optimize deployment and channel effectiveness Implement continuous improvement loops to enhance efficiency, effectiveness, and ROI 3. Key Requirements Bachelor’s degree in Marketing, Business, or related field 3-5 years of experience in consumer activation, consumer experience, sales, field marketing or trade marketing roles Strong experience in hostess-led activations, mobile sales, retail execution, or sales-driven marketing role Experience in regulated industries (tobacco, alcohol, pharma, or similar) is highly preferred Proven ability to manage field operations at scale Strong understanding of compliance, regulatory frameworks, and responsible marketing practices Experience managing agencies and external partners 4. Core Skills Execution Excellence Strong operational management and ability to run high-volume field activities Results-driven mindset focused on conversion and acquisition metrics Ability to manage multiple activation streams simultaneously People & Team Management Experience working with and managing field teams or agencies Strong coaching and training capabilities Ability to motivate frontline teams to drive performance Agility & Problem Solving Ability to operate in fast-paced, dynamic environments Quick decision-making and issue resolution in field operations Entrepreneurial mindset with focus on testing and scaling new ideas Compliance Mindset Strong understanding of responsible marketing to adult consumers only Ability to ensure all activities meet legal, regulatory, and company standards Attention to detail and risk awareness during execution 5. Key Internal and External Interactions Internal Stakeholders: Marketing & Brand Teams Sales / Commercial Teams Legal and Compliance Field Force / Execution Teams External Stakeholders: Field Agencies / Staffing Partners (BTL) POS Owners & Retailers (GT, KA etc.) Equipment & Logistics Vendors New Channel / Platform Activation Partners