The Field Marketing Manager (FMM) is responsible for establishing Red Bull's local presence in their market in the most relevant way, while aligning with global and national strategies and priorities.
They build strong local networks that include opinion leaders and key influencers, both online through social media and offline. They create and implement marketing initiatives across the four key pillars of the marketing mix: Consumer Collecting, Sports, Culture, and Communications. These initiatives leverage On Premise, Off Premise, and New Business opportunities while addressing local market needs.
FMMs represent Red Bull's commitment to giving a local face to the global brand. They develop marketing plans based on consumer and product insights and coach their teams of specialists to deliver best-in-class execution. The FMM is based in the field to bring the brand to life locally.
RESPONSIBILITIESAreas that play to your strengthsAll the responsibilities we'll trust you with:
- STRATEGIC DIRECTION
Infuse global and national Red Bull priorities, strategies, and philosophy into field activities, focusing on building a local presence for our global brand.
Ensure a deep understanding of consumers across various fields throughout the region, forming the foundation for local idea generation and execution.
Define ideas and programs that build brand image and increase understanding of product functionality at the local level, working closely with regional and national Sports, Culture, and Brand Marketing teams.
Lead regional market intelligence efforts by sharing insights, including consumer trends and competitor activity, with regional and national teams.
Work in partnership with regional sales teams to build mental and physical availability across On Premise, Off Premise, and New Business environments, ensuring the product is within arm's reach at every field marketing activity.
Work cross-functionally to manage internal and external requests in line with annual business plan priorities.
At the moment, the playground's knowledge of Red Bull is limited to publicly available information or information that you have provided in this chat. - PREMIUM APPEAL OF LOCAL PRIDE
Create and support local key events, scenes, and marketing opportunities that align with Red Bull's brand values and are relevant to the local consumer and media landscape, with a focus on participation.
Ensure that every consumer experience with the brand is positive by paying close attention to detail and delivering premium execution at events and all other field marketing activities.
Keep both the consumer and the brand in mind for every initiative and ensure we communicate with consumers in the most effective and efficient way.
Add value to selected third-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-quality network and sustainable relationships with key influencers in the region, including local authorities; local sport, fitness, and culture opinion leaders relevant to our target audience; entrepreneurial communities; and local media outlets such as TV, radio, print, digital, and social media.
Collaborate with Sports Marketing teams to incorporate Red Bull athlete activations into plans and build effective 360-degree plans to amplify reach.
Continually reapply global, national, and regional best practices whenever and wherever appropriate.
Collaborate with regional sports event marketing teams to leverage the Event Vehicle program in the right way to excite and surprise consumers. - MARKETING INNOVATION
Understand the latest generational trends by staying close to consumers and engaging with networks across different scenes.
Involve the local team in generating field ideas, and leverage their personal university lifestyles to identify technology-, digital-, and social-driven consumer trends early.
Create new and innovative ideas that bring the brand to life by tapping into local networks, scenes, and opinion leaders. Execute these ideas with the right balance across the four pillars of the marketing mix, using your knowledge and ownership of the region while aligning with global and national priorities.
Ensure that digital and social media are at the heart of every field marketing activity. Identify and selectively support cross-marketing opportunities with Sales, Marketing, and Red Bull Media House. - ORGANIZATIONAL CAPABILITIES AND ENABLING STRUCTURE
Act as a role model by consistently demonstrating Red Bull's values and maintaining a motivating, inspiring tone of voice.
Source, hire, train, and manage Field Marketing Specialists (FMSs) who are aligned with the brand, embody the Red Bull attitude, and are a strong fit for their field environments.
Coach FMSs on sourcing, hiring, and training Student Marketeers, while approving every new hire.
Set regional objectives and clear goals for FMSs to ensure accountability for key deliverables, and conduct ongoing, mid-year, and end-of-year performance reviews.
Provide ongoing coaching and support to help FMSs achieve their objectives. Regularly assess and identify their development needs, working closely with the Head of Field to ensure the appropriate support and actions are in place. - DRIVING EFFICIENCIES
Implement and maintain an efficient logistics system for warehousing and infrastructure, ensuring the appropriate tools and management processes are in place to support local needs and achieve a premium presentation.
Develop and manage the regional budget in collaboration with the Head of Field and the regional marketing team.
Continuously identify cost-saving opportunities and operational efficiencies for the company within the region.
Manage field expenses and general administrative tasks.
Build strategic, mutually beneficial partnerships with brands, organizations, and networks that provide added value through expertise, connections, products, funding, or facilities.
EXPERIENCEYour areas of knowledge and expertisethat matter most for this role:
- 3+ years of marketing experience.
- People management experience, with a proven track record of hiring, training, and motivating teams.
- Experience working with commercial teams, including general sales or trade marketing.
- Proven background in negotiation and budget management.
- A connector with excellent communication and networking skills, able to open doors and inspire people around an idea.
- Strong leadership, planning, and project management skills.
- Continual awareness of consumer trends and insights, including digital trends, university life, and movement patterns, with a strong understanding of EPC culture in sports and the regional cultural landscape.
- A creative marketer with strong brand understanding and a focus on innovation, capable of putting new ideas into practice.
- Ability to multitask and work effectively in cross-functional teams with different objectives and personalities.
- Excellent oral and written communication skills, including presentation and training abilities.
- Travel 50-60%
- Permanent
- Benefits eligible
WHERE YOU'LL BE BASEDNashvilleTennessee, United StatesUnited StatesRed Bull North America
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