Regional Field Marketing Manager

Company Description

The Regional Field Marketing Manager plays a pivotal role in driving the success of Red Bull’s Consumer Collecting program in order to achieve key performance indicators. Acts as a coach and mentor to the Field Marketing Managers and Field Marketing Specialists, empowering them to execute the program effectively. Their leadership ensures that Red Bull’s availability and visibility are maximized both inside and outside university campuses, bringing the vibrant world of Red Bull to students. In addition, they support the Field Marketing Managers in developing their strategic playgrounds in sports and culture, embodying the Red Bull ethos. They will also lead cultural events and programs, supporting the field teams with their projects.

Job Description

STRATEGIC DIRECTION AND RIGHTNESS OF BRAND PRIORITIES

- Share global and national Red Bull strategies, objectives and philosophies with the field and establish and implement the CASA Field Marketing strategy.
- Set clear goals for FMMs and FMSs across Consumer Collecting, Playgrounds (3rd-party events) and Culture initiatives to ensure accountability for their key marketing deliverables.
- Ensure a top-notch understanding of the consumer and the market environment in every field, which forms the basis for local Field Marketing idea generation and execution.
- Support the Field Marketing team on every campaign as needed.
- Work in conjunction with the Sales team to build mental availability hand in hand with physical availability within On Premise, Off Premise and New Business environments, ensuring the product is within arm’s reach through Field activities.
- Drive relevance across a variety of consumption occasions and moments of need through tailored messaging, amplification of occasion campaigns and activation of the right big moments in the region.
- Lead the Consumer Collecting strategy, ensuring the Student Marketing program is effective in reaching consumers, driving consumption and brand love among our core target group, and inspiring creative ideas from within the programs.
- Support Field Marketing teams with clear expectations and guidelines for achieving targets and other sampling and seeding goals, including coaching on how these should be effectively communicated to Student Marketeers.
- Conduct frequent analysis of program deliverables and be agile in making necessary adjustments and program steering on a monthly basis, in consultation with the Field Marketing team.
- Coach Field Marketing and Student Marketeers on best-in-class sampling and seeding communication, including interactions with different types of consumers, natural and personalized product communication, smart sampling and crisis communication.

PREMIUM APPEAL OF LOCAL PRIDE

- Create and support local key events, scenes and marketing opportunities in line with Red Bull brand values and relevant to the local consumer and media landscape, with a focus on connecting with local communities.
- Ensure that every consumer experience with the brand is a positive one through attention to detail and premium execution at events and across all other Field Marketing activities.
- Maintain and inspire your team to build a top-notch network and sustainable relationships with key influencers across the region and countries, including local authorities, local sports and cultural opinion leaders relevant to our target, entrepreneurial and start-up communities, and media outlets (TV, radio, print, digital and social media).
- Support the Field team to ensure Student Marketeers are true Red Bull representatives and a visible face of the brand. They are accountable for ensuring that the Student Marketeer team approaches consumers in a natural and unforced way to communicate product benefits and functionality and drive trial by supplying consumers with the product on relevant occasions, gaining consumer understanding and increasing the probability of repurchase.
- Support the Field team in guiding and supporting Student Marketeers to drive Red Bull trial, increase brand awareness and foster a positive product and brand perception within their respective universities.

CONSUMER COLLECTING PROGRAM

- Responsible for smart and efficient budget management of both sampling and university programs, while finding ways to optimize expenditure.
- Work closely with the Finance team to ensure timely and efficient budget management with a CASA view and coach regional teams on effective budgeting principles.
- Work closely with the Operations team to manage branded fleet and tools, and ensure adequate efficiencies with the state teams.
- Lead and encourage strong reporting and manager coaching within Red Bull University, as well as maintain your own top-notch community management.

ORGANIZATIONAL CAPABILITIES AND ENABLING STRUCTURE

- Act as a role model and display the Red Bull values with a consistent tone of voice that is motivating and inspiring.
- Source, hire and train FMMs and FMSs who fit the brand, have a Red Bull attitude and perfectly fit the field scenes. Support the FMMs and FMSs in keeping the Consumer Collecting structure complete.
- Provide ongoing coaching and support to ensure the Field Marketing team achieves its deliverables.
- Build the annual objectives for each Field Marketing team member and conduct ongoing, mid-year and end-of-year performance evaluations.
- Regularly assess and identify the development needs of the Field teams and work together with HR to make it happen.
- Identify and nurture key talent for potential Space-to-Shine opportunities.
- Support the Field Marketing team in managing their budgets and be accountable for budgetary authorization and other national administrative tasks.
- Implement and uphold the international recruitment, onboarding and training modules for global consistency, working closely with HR for local compliance.
- Identify ways to improve the effectiveness of recruitment campaigns by identifying new digital spaces and social media initiatives to attract the best candidates.
- Be responsible for planning and executing annual conferences for Field Marketing and Student Marketeers that are exciting and built with a strong learning design framework.

SUPPORT IN LOGISTICS (TOOLS) AND PARTNERSHIPS (FOR EVENTS MAINLY)

- Uphold a clean logistical system for warehousing and infrastructure to ensure that the right tools and management are in place to support local needs and ensure a premium appearance.
- Build smart and mutually beneficial partnerships by working with other brands, organizations and networks that bring added value, such as expertise, networks, goods, budget or facilities.
- Deliver the annual approved business plan for all Field Marketing regions and achieve agreed individual objectives.
- Demonstrate seamless communication flow between the CASA Marketing team and Field teams.
- Stay on or under budget and identify cost-saving opportunities where possible.

CULTURE PROGRAM

- Lead and execute events and programs related to culture. Align with HQ initiatives.
- Guide the FMMs on which platforms best suit the country’s needs and provide guidance on new, locally relevant ideas.

Qualifications

- 5+ years of marketing experience, preferably in brand, sports/events or culture marketing.
- 3+ years of line management experience, with expertise in hiring, training, administration and motivating teams.
- Ideally, experience working with commercial teams, such as General Sales or Trade Marketing.
- Proven background in negotiation and management of projects and budgets.
- Strategic thinker and leader who takes initiative and ownership and “makes things happen.”
- A “connector” who has excellent communication and networking skills, who can open doors and excite people about an idea.
- Ability to cultivate, lead and motivate a high-performing team, with a proven ability to build and develop talent.
- Strong “can-do” attitude, strives for perfection and has a love for detail in every project.
- Knowledge of the fast-moving consumer goods industry, including agency and sales insights, and/or a strong background in sports, culture, media or the digital world.
- Excellent communication skills, orally and in writing, including presenting and training abilities, and the ability to seamlessly blend in with a diverse audience.