Brand Activation Lead

Responsibilities

Turn brilliant ideas into real‑world moments that make people stop, engage, and fall in love with Serial’s lifestyle brands. Own every touchpoint that happens offline—from immersive pop‑ups to strategic retail take‑overs—and ensure each activation ladders up to measurable business impact. Be creative and operationally strong, capable of turning ideas into impactful activations that align with broader campaign objectives.

• Retail Activation & In‑Store Campaigns: Own end‑to‑end creation of thematic store takeovers—from concepting POSM, displays, and sampling touchpoints to writing playbooks that frontline teams can execute flawlessly. Goal: lift footfall and basket size every time we flip a store.
• Orchestrate Experiential Events & Pop‑Ups: Storyboard the experience, build the timeline, steer vendors and designers, and ensure doors open on schedule and on budget.
• Build Offline Partnerships & Brand Collaborations: Seek out cafés, gyms, galleries, festivals, and other lifestyle hubs where our audience hangs out. Pitch win‑win activation ideas, negotiate sponsorship or barter terms, and nurture long‑term relationships that extend our reach beyond retail.
• Sync Offline Moments with Online Campaigns: Work hand‑in‑hand with Content and Digital Performance teams to create true 360° launches—link sampling events to Tik Tok Live drops, mall pop‑ups to marketplace flash sales—ensuring every offline touchpoint has an online echo that drives measurable conversion.
• Measure, Report, Optimize: Track metrics that matter—footfall, dwell time, leads, sales lift, ROMI—and translate numbers into insights. After each activation deliver a concise report highlighting ROI, learnings, and next steps.

• Min. Bachelor’s degree in Marketing, Communications, Business, or related field.
• 4–6 years in brand activation, event/experiential marketing, trade marketing, or related roles within retail, lifestyle, or creative industries.
• Portfolio of at least three high‑impact activations/pop‑ups with measurable results.
• Strong project management and budgeting ownership experience, including overseeing complex timelines and multiple vendors.
• Creative mindset with a strong understanding of consumer behavior and experiential marketing.
• Proven ability to collaborate across teams (Sales, Retail, Creative, Digital Marketing).
• Excellent negotiation and relationship‑building skills—comfortable pitching to mall management and partners.
• Fluent in Bahasa Indonesia & English.