Full job descriptionCity Activation Manager



Reports to: City Activation Team Leader
Location: Field-based within an assigned city or region. National travel may be required to meet business needs.



Purpose of the Role

The City Activation Manager is responsible for delivering brand activation, retailer engagement, product education, merchandising support, and in-store execution across an assigned territory.
The role is responsible for developing and maintaining strong relationships with retailers, increasing brand awareness, supporting product launches, and ensuring brands are represented consistently and professionally within retail environments.
The post holder will act as a key point of contact for retailers and will be responsible for supporting the successful delivery of brand objectives across multiple product portfolios.

Key Responsibilities
Brand Activation & Education*Represent assigned brands professionally and in accordance with company standards.
*Deliver product education and training to retailers and store teams.
*Demonstrate compliant products across relevant product categories.
*Promote retailer understanding of product features, compliance requirements, and brand positioning.
*Support product launches through retailer engagement and activation activities.
*Ensure brand messaging is delivered consistently across all retail accounts.
*Adapt training and activation activities to meet campaign objectives.
Retail Engagement & Relationship Management*Build and maintain effective working relationships with independent retailers, specialist stores, wholesalers, and regional chains.
*Act as a trusted point of contact within the assigned territory.
*Provide retailers with product knowledge, merchandising guidance, and support on brand initiatives.
*Encourage retailer participation in training sessions, promotional campaigns, and activation events.
*Deliver a professional and consistent customer experience.
*Maintain regular contact with existing and prospective retail accounts.
Merchandising & In-Store Execution*Ensure products are displayed in accordance with brand guidelines.
*Support the implementation of point-of-sale materials and promotional displays.
*Maintain high merchandising standards across retail accounts.
*Identify opportunities to improve brand visibility and consumer engagement.
*Monitor execution standards during store visits.
*Ensure promotional activity is implemented effectively.
Consumer Engagement & Activations*Deliver compliant in-store activation activities and promotional events.
*Conduct product demonstrations where appropriate and legally permitted.
*Engage with adult consumers to promote product awareness and responsible product education.
*Support retail events and promotional campaigns across the assigned territory.
*Deliver activation activity in line with business priorities.
Portfolio Management*Represent multiple brands within the company portfolio.
*Balance activity across campaigns, product launches, and business priorities.
*Maintain up-to-date product knowledge across all assigned brands.
*Provide retailer feedback and market insights to management.
*Adapt to new products, campaigns, and market developments.
Market Intelligence & Reporting*Monitor competitor activity, pricing, and market trends.
*Gather retailer and consumer feedback.
*Maintain accurate activity records using the company CRM system.
*Submit reports within agreed timescales.
*Share recommendations and market intelligence with internal stakeholders.
*Monitor activity against agreed objectives and key performance indicators (KPIs).
Events & Industry Representation*Attend exhibitions, trade shows, and industry events as required.
*Represent the business professionally at all times.
*Develop positive relationships with retailers, suppliers, and other stakeholders.

Key Performance Measures
Performance will be assessed against:
*Territory coverage and retailer visit completion.
*Retailer engagement and relationship management.
*Brand visibility and merchandising standards.
*Delivery of product education and retailer training.
*Completion of activation campaigns.
*CRM compliance and reporting accuracy.
*Collection of market intelligence and retailer feedback.
*Achievement of agreed business objectives and KPIs.

Knowledge, Skills & Experience
*Full UK Driving Licence.
*Excellent communication and interpersonal skills.
*Strong relationship management skills.
*Ability to present information confidently.
*Self-motivated with the ability to work independently.
*Strong organisational and time management skills.
*Ability to manage multiple brands and competing priorities.
*Willingness to travel extensively within the assigned territory and nationally where required.
*Professional, reliable, and customer-focused approach.

General Responsibilities*Comply with all company policies, procedures, and Health & Safety requirements.
*Maintain confidentiality and comply with UK GDPR requirements.
*Promote and maintain the organisation’s professional reputation.
*Undertake any other duties that are reasonably consistent with the level and nature of the role as requested by management.