Role: Partner Brand Partnerships, IRL & Activations

Role & Responsibilities:

The Partner Brand Partnerships, IRL & Activations will be responsible for leading strategic partnerships, experiential marketing initiatives, and culture-led brand activations that create meaningful consumer engagement and measurable business impact. The role will drive end-to-end planning and execution of large-scale on-ground experiences while integrating digital, social, creator, commerce, and media ecosystems to maximize brand visibility and consumer participation.

Preferred Candidate Profile:

Brand Partnership Strategy:

- Develop and execute strategic partnerships that strengthen brand presence and drive business growth.

- Build long-term collaborations across festivals, entertainment, sports, retail, campuses, communities, and other cultural ecosystems.

- Identify new partnership opportunities aligned with brand and consumer objectives.

- Lead commercial negotiations and manage strategic partner relationships.

Experiential Marketing & IRL Activations:

- Lead the planning and execution of large-scale on-ground brand activations.

- Design consumer-first experiences that increase engagement, participation, and brand affinity.

- Create scalable activation frameworks that can be replicated across brands and markets.

- Ensure every activation delivers measurable business outcomes including awareness, trials, engagement, and conversions.

Offline-to-Online Consumer Experience:

- Design seamless customer journeys connecting physical experiences with digital engagement.

- Integrate technology, commerce, and digital participation into experiential campaigns.

- Collaborate with production and technology partners to build innovative consumer experiences.

Media & Content Integration:

- Develop integrated amplification strategies across TV, Digital, Social Media, Influencer Marketing, PR, OOH, Radio, Cinema, and Commerce platforms.

- Build content-first activation plans including live coverage, creator collaborations, hero content, UGC initiatives, and post-event storytelling.

- Maximize campaign reach through earned, owned, and paid media channels.

Innovation & Emerging Experience Platforms:

- Identify emerging trends in experiential marketing and consumer engagement.

- Evaluate and implement technologies including AI, AR, Mixed Reality, Gaming, Interactive Installations, and Live Commerce.

- Develop innovative pilot programs while ensuring commercial viability and operational scalability.

Leadership & Stakeholder Management:

- Collaborate with internal marketing, media, creative, production, and business teams to deliver integrated campaigns.

- Manage external agencies, event partners, creators, and vendors.

- Drive project execution within defined timelines, budgets, and quality standards.

- Present strategic recommendations and campaign performance insights to senior leadership.

Mandatory Skills:

- 12-15 years of experience in Brand Partnerships, Experiential Marketing, Integrated Marketing, or Strategic Alliances.

- Strong experience in leading large-scale IRL (In-Real-Life) brand activations and experiential campaigns.

- Proven expertise in partnership development, sponsorships, and stakeholder management.

- Experience working across media, content, influencer marketing, and digital amplification.

- Strong understanding of consumer behavior, cultural trends, and integrated marketing strategies.

- Excellent communication, negotiation, and leadership skills.

Nice to Have:

- Experience working with FMCG, Consumer Brands, Media, Advertising, Retail, or E-commerce organizations.

- Exposure to creator economy, commerce marketing, and omnichannel consumer engagement.

- Experience with AI-led marketing, immersive technologies, AR/VR, gaming, or live commerce.

- MBA in Marketing, Business Management, or a related discipline.

- Experience managing large cross-functional teams and high-impact consumer campaigns.