Sr. Manager Brand Activation

📌 Core Information

🔹 Job Title: Senior Manager, Brand Activation

🔹 Company: Chobani

🔹 Location: New York, NY

🔹 Job Type: Full-Time, On-Site

🔹 Category: Brand Marketing

🔹 Date Posted: July 14, 2025

🔹 Experience Level: 6+ years

🔹 Remote Status: On-Site

🚀 Job Overview

Key aspects of this role include:

• Driving regional brand experiences, including sampling, community events, and experiential activations
• Overseeing end-to-end activation, from strategy and concepting to post-event analysis
• Managing and developing field teams, vendors, and logistics across multiple markets
• Building local partnerships to amplify Chobani's presence and mission
• Collaborating cross-functionally with Sales, Brand, Retail, Ops, and Shopper Marketing teams

ASSUMPTION: This role requires a strategic executor with experience in brand activation, field marketing, or experiential events. The ideal candidate will be passionate about storytelling, highly organized, and deeply in tune with cultural trends and regional nuances.

📋 Key Responsibilities

✅ Lead and execute regional brand experiences, from ideation to post-activation reporting

✅ Oversee staffing, training, scheduling, and performance of brand ambassadors and field sampling teams

✅ Collaborate with cross-functional teams to align initiatives and ensure consistent, integrated execution

✅ Identify and secure high-impact local partnerships to amplify Chobani's presence and mission

✅ Manage event operations, including venue/vendor coordination, asset management, shipping logistics, and run-of-show development

✅ Own and optimize KPIs such as trial volume, event impressions, engagement, ROI, and market penetration

✅ Collaborate with creative and digital teams to ensure activations are content-rich, visually on-brand, and optimized for social sharing

✅ Oversee budgets, contracts, and project timelines across multiple concurrent activations with strong attention to detail

✅ Conduct regional market research to identify brand growth opportunities; monitor competitor activity and cultural trends to inform strategy

✅ Provide mentorship to field teams and contribute to strategic projects that enhance overall team performance and capability

✅ Set and manage to SMART goals across field territories tied to sampling, engagement, and brand-building metrics

ASSUMPTION: This role requires a high level of strategic thinking, planning, and execution, as well as strong leadership and management skills. The ideal candidate will be comfortable working in a fast-paced, cross-functional environment and juggling multiple projects and deadlines.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field

Experience: 6+ years of experience in brand activation, field marketing, or experiential events

Required Skills:

• Proven experience managing field teams, vendors, and logistics across multiple markets
• Strategic planning and execution skills
• Strong analytical and data-driven mindset
• Excellent communication and collaboration skills
• Highly organized with strong attention to detail
• Deep understanding of cultural trends and regional nuances

Preferred Skills:

• Experience with event management software
• Fluency in additional languages

ASSUMPTION: While a Bachelor's degree is required, relevant experience and a strong portfolio may be considered in lieu of formal education. Preferred skills are not required but would be beneficial for success in this role.

💰 Compensation & Benefits

Salary Range: $125,000 - $188,000 per year, plus bonus

Benefits:

• Medical, dental, and vision coverage
• 401K match
• Short- and long-term disability coverage
• Health savings accounts and flexible spending accounts
• Tuition reimbursement
• Health care navigation, mental health services, and fertility assistance
• Paid parental leave and 120 hours of PTO
• 11 holidays each year

Working Hours: Full-time, typically 40 hours per week, with flexibility for event schedules

ASSUMPTION: The salary range provided is an estimate based on industry standards for similar roles. The actual salary may vary depending on factors such as experience, skills, and market conditions.

📌 Applicant Insights

🔍 Company Context

Industry: Food and Beverage Services

Company Size: 1,001-5,000 employees

Founded: 2005

Company Description:

• Chobani is a next-generation food and beverage company on a mission to make nutritious food accessible to all
• Since 2005, Chobani has made food from natural ingredients, that tastes delicious and nourishes people
• Chobani is America’s No. 1 yogurt brand, with all-natural ingredients and no preservatives

Company Specialties:

• Yogurt
• Oatmilk
• Creamers
• Coffee

Company Website: https://www.chobani.com/

ASSUMPTION: Chobani is a well-established company in the food and beverage industry, known for its high-quality, nutritious products. The company prioritizes its people and communities, offering competitive wages, benefits, and opportunities for growth and development.

📊 Role Analysis

Career Level: Senior Manager

Reporting Structure: This role reports directly to the Director of Brand Activation and oversees field teams, brand ambassadors, and vendors

Work Arrangement: On-site, with flexibility for event schedules

Growth Opportunities:

• Potential to grow into a leadership role within the Brand Activation team
• Opportunities to work on strategic projects that impact the overall brand and business
• Chance to develop skills in event management, team leadership, and cross-functional collaboration

ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to make a meaningful impact on the brand and business. The ideal candidate will be eager to take on new challenges and grow within the organization.

🌍 Location & Work Environment

Office Type: On-site, with a collaborative and dynamic work environment

Office Location(s): New York, NY

Geographic Context:

• New York City is a vibrant, multicultural metropolis with a thriving food and beverage industry
• The city offers a wide range of cultural attractions, entertainment, and dining options
• New York is a hub for innovation and creativity in the food and beverage space

Work Schedule: Full-time, typically 40 hours per week, with flexibility for event schedules

ASSUMPTION: The ideal candidate will be comfortable working in a fast-paced, dynamic environment and thrive in a city setting with a diverse range of cultural experiences.

💼 Interview & Application Insights

Typical Process:

• Phone or video screen with the Talent Acquisition team
• In-depth interview with the hiring manager and/or team members
• Final interview with the Director of Brand Activation

Key Assessment Areas:

• Strategic thinking and planning skills
• Leadership and management abilities
• Cultural awareness and understanding of regional nuances
• Analytical and data-driven mindset
• Communication and collaboration skills

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills
• Be prepared to discuss your experience with brand activation, field marketing, or experiential events
• Showcase your understanding of Chobani's brand and mission
• Demonstrate your ability to work collaboratively in a fast-paced, cross-functional environment

ATS Keywords: Brand Activation, Field Marketing, Experiential Events, Team Management, Cross-Functional Collaboration, Local Partnerships, Event Logistics, Performance Tracking, Content Integration, Budget Management, Market Insights, Team Development, Goal-Driven, Analytical Skills, Organizational Skills, Cultural Awareness

ASSUMPTION: The interview process for this role is designed to assess the candidate's strategic thinking, leadership, and cultural awareness. The ideal candidate will be able to demonstrate their relevant experience and skills through specific examples and anecdotes.

🛠️ Tools & Technologies

• Event management software (e.g., Cvent, Eventbrite)
• Project management tools (e.g., Asana, Trello)
• Data analysis tools (e.g., Excel, Google Analytics)

ASSUMPTION: The ideal candidate will have experience with event management software and be comfortable learning new tools as needed.

👔 Cultural Fit Considerations

Company Values:

• People-first: Chobani prioritizes the well-being and growth of its employees
• Quality: Chobani is committed to making high-quality, nutritious food accessible to all
• Integrity: Chobani operates with honesty, transparency, and fairness in all aspects of its business

Work Style:

• Collaborative: Chobani values teamwork and cross-functional collaboration
• Dynamic: Chobani operates in a fast-paced, ever-changing environment
• Adaptable: Chobani is open to new ideas and embraces change

Self-Assessment Questions:

• Do you align with Chobani's people-first values and commitment to quality and integrity?
• Are you comfortable working in a dynamic, fast-paced environment with a diverse range of cultural experiences?
• Do you thrive in a collaborative, cross-functional work environment?

ASSUMPTION: The ideal candidate will be a strong cultural fit for Chobani, aligning with the company's values and work style. They will be comfortable working in a dynamic, fast-paced environment and thrive in a collaborative, cross-functional work environment.

⚠️ Potential Challenges

• Managing multiple projects and deadlines in a fast-paced environment
• Working with a diverse range of vendors, partners, and team members
• Adapting to changes in the market, cultural trends, and brand priorities
• Balancing the need for strategic planning with the need for quick decision-making and execution

ASSUMPTION: The ideal candidate will be comfortable working in a fast-paced, dynamic environment and be able to balance strategic planning with quick decision-making and execution.

📈 Similar Roles Comparison

• This role is unique in its focus on regional brand experiences and community engagement
• Similar roles in other industries may focus more on digital marketing, social media, or public relations
• Career paths in brand activation may lead to roles in marketing management, brand strategy, or event planning

ASSUMPTION: While this role is unique in its focus on regional brand experiences, it shares similarities with other roles in brand marketing, event planning, and community engagement. The ideal candidate will have experience in one or more of these related fields.

📝 Sample Projects

• Planning and executing a regional sampling campaign to drive trial and engagement
• Building and managing a team of brand ambassadors to represent Chobani at local events and activations
• Securing high-impact local partnerships to amplify Chobani's presence and mission
• Analyzing event data to optimize KPIs and inform strategic planning

ASSUMPTION: These sample projects are illustrative of the types of initiatives the ideal candidate might work on in this role. The actual projects may vary depending on the brand's priorities, market conditions, and cultural trends.

❓ Key Questions to Ask During Interview

• Can you describe the team structure and dynamics within the Brand Activation department?
• How does this role collaborate with other departments, such as Sales, Retail, and Ops?
• What are the most challenging aspects of this role, and how have previous incumbents succeeded in overcoming them?
• What opportunities are there for growth and development within the Brand Activation team and the broader organization?
• How does Chobani support work-life balance for employees in this role?

ASSUMPTION: These key questions are designed to help the candidate understand the role's dynamics, challenges, and growth opportunities, as well as Chobani's culture and support for work-life balance.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills, including specific examples of brand activation, field marketing, or experiential events
• Prepare for the interview by researching Chobani's brand, mission, and values, as well as the company's presence in the local market
• Be ready to discuss your ability to work collaboratively in a fast-paced, cross-functional environment
• Follow up with the hiring manager or talent acquisition team within one week of the interview to express your interest in the role and reiterate your qualifications

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.