Job Description

Roles & Responsibilities

STRATEGIC DIRECTION AND RIGHTNESS OF BRAND PRIORITIES

Infuse global & national Red Bull priorities, strategies and the Red Bull philosophy in the market focusing on building a local face of our global brand.

Be the local intelligence for consumer insights and ensure top-notch understanding of the consumer in various fields which forms the basis of local idea generation and execution.

Understand how to grow the consumer base via P12M metrics and increase understanding of product functionality while driving trial through activities in line with brand values, international guidelines and local reality.

Develop and execute specific national and regional innovative Red Bull owned programs, implementing global best practices where they suit local needs.

Drive relevance across a variety of consumption occasions and moments of need through tailored messaging, amplification of occasion campaigns and activating the right big moments.

Work in conjunction with the sales team (Off & On Premise) ensuring mental & physical availability are going hand in hand and the product is at arm s reach in every field marketing activity.

Prepare and deliver the annual marketing BP in close collab with the MM and cross-functional alignment.

Work cross-functionally, managing internal & external requests with Red Bull tone of voice in line with priorities.

Student Marketing & Consumer Collecting

Bring the World of Red Bull to life on campus.

Drive trial that engages new users and expands the consumer base among students.

Recruit and lead Student Marketeers by clear expectations and guidelines to effectively plan and deliver on infusing Red Bull into student life during key occasions, using a from students for students approach.

Ensure a strong sales support program in place to drive distribution and stimulate sales, excite the trade and improve in store visibility in and around university.

Sports, Gaming & Culture

Develop and execute marketing initiatives in relevant sports, gaming & culture (music & dance) playgrounds.

Build and activate relationships with key opinion leaders and important communities.

Identify and action opportunities to leverage the national and international athlete, player and dancer portfolio.

Deliver a strong 3rd party event program leveraging the opportunity for Red Bull ownable assets.

Determine potential beneficial partnerships by working with other brands driving efficiencies.

Media Network

Identify media that matters and build strong relationships.

Establish an impactful creator network.

Build tailored communication plans for local project activations.

Contribute to the creation of a premium and aspirational local face of the brand with a strong digital/ social media footprint.

PREMIUM APPEAL AND LOCAL PRIDE

Create and support local key events, scenes and marketing opportunities in line with Red Bull brand values, relevant to the local consumer and media landscape (participation & spectators).

Ensure that every consumer experience with the brand is a positive one thanks to love for the detail and premium execution at events and all other field marketing activities.

Always have the consumer and brand eye in every single initiative and ensure we talk to the consumer in the most effective and efficient way with a strong focus on digital and social media, while ensuring that all the communication stays within the brand equity.

Add value to selective 3rd party events by determining the appropriate level of Red Bull brand support and branding with the objective of increasing brand visibility and product usage in relevant scenes.

Build a top-notch network and sustainable relationships with key influencers (local authorities, local sport and cultural opinion leaders relevant to our target, entrepreneurial and start-up communities, media outlets (TV, radio, print, digital and social media)).

Continually re-apply global, national and regional best practices when and where it makes sense.

Drive and manage upholding a clean logistical system to ensure you are having the right visibility tools in place to support local needs, succeeding in premium appearance and meeting our sustainability commitments.

Foster a premium and aspirational local face of the brand on Red Bull's local social media owned channels.

Student Marketing & Consumer Collecting

Spend time in the field with Student Marketeers, coaching them on the job to have excellence in program execution that is successfully building brand and can love and resulting in becoming one on campus.

Activate national and international best practices in & around universities encompassing the core program objectives. Surprise with ideas like hacks. Foster innovation.

Ensure effective interactions to drive positive trial with consumers, overcoming barriers & negative perceptions when needed.

Train Student Marketeers to have the required skills for sales support activities (e.g. Ace of Sales).

Incorporate Indirect Sampling initiatives while ensuring we are reaching affording target.

Sports, Gaming & Culture

Implement wow locally relevant projects and activate/implement global and national athletes and activities.

Identify national heroes and upcoming talents to bring them to the World of Red Bull.

Create and manage locally relevant sport, gaming and culture projects with executional excellence.

Ensure partner integration in the Red Bull way.

Media Network

Drive cans on social via giving wings to creators.

Maximize reach and win earned media that matters publishing Red Bull content and the can.

Create locally relevant stories on social via managed channels in close collab with regional team.

Ensure owned channels are up to date in collab with regional MN team.

MARKETING INNOVATION

Understand the latest generational trends by being close to our consumers and talking to our networks in the different scenes.

Involve the local team in idea generation and capitalize on their personal university lifestyle to identify technology/digitally/socially driven consumer trends early.

Own and execute new ideas that are locally relevant complementing the activation of global initiatives.

Based on the knowledge and understanding of the region, help come up with digital and social media initiatives as an integral part of success in field activities.

Lead the creative process with Student Marketeers for a constant flow of new ideas to build loyalty within the student audience.