Sr. Manager, Product Communication

Company Description

The Senior Manager of Product Communication will help identify opportunities to increase product relevance and trust among internal and external stakeholders through product communication programs and educational tools. You will work across the business with On-Premise & Off-Premise sales, distribution, marketing and Red Bull Media House to drive key initiatives forward and remove any product-related barriers. You will help to build advocacy among key thought leaders including: Sports, Lifestyle, Fitness Wellness opinion leaders, retail dietitians, account-based decision-makers (i.e. beverage buyers), regional trade partners, sport / event organizations and many more.

You will work with the Regulatory and Science Team, however it will remain the responsibility of the Regulatory and Science team to address regulatory and governmental bodies.  The Senior Manager of Product Communication will support all sales and distribution channels by driving product education efforts and by addressing any product questions from external stakeholders in a credible way.  You will also support both National and Regional opportunities as an expert reference for communicating the benefits in Red Bull’s products in a credible way. You will also be the main liaison to the Global Product Expert Program.

Job Description

LEAD PRODUCT COMMUNICATION TEAM STRATEGY FOR THE US

Lead the development and evolution of this program to ensure that all activities pay into our annual business planning goals, specifically integrating product messaging into occasion campaigns, product launches, advertising assets, paid search, point of sale, owned digital channels, e-commerce pages, and student marketeer messaging

Define KPIs that align with annual business plans to make activities both actionable and trackable

OVERCOME BARRIERS TO LISTINGS AND PREVENTING DELISTINGS 

Drive the national strategy of growing reach by defusing product-related concerns across all channels and playgrounds, including off premise, on premise, e-commerce outlets as well as key strategic “non-traditional outlets” – such as in fitness studios/gyms, universities, and sports clubs as well as in the on premise, particularly day-time outlets

Help prevent delistings where customers are concerned because of product or ingredient misperceptions

NETWORK MANAGEMENT AND DEVELOPMENT 

Identify and develop relationships with 3rd party opinion leaders who could add value to the program in collaboration with SOL team, Regulatory & Science Team, as well as sports or other marketing & sales departments concerned

Attend conferences relevant to the health/wellness/fitness/sports and product marketing landscape to stay current and understand what other brands are doing in this space

Serve as the primary contact for retailer dietitians, with a strong focus on building relationships with this community at our key accounts. Partner closely with sales to identify opportunities to drive this influence

Integrate product seeding with influencer groups/conferences where credible and track success

SUPPORT PRODUCT TRAINING AND COMMUNICATIONS INITIATIVES

Work on product-related topics with all departments, specifically the national department leads, to drive product understanding and relevance internally (internal presentations, support, etc.) and externally

Work with cross-functional marketing teams in our regions to integrate national and regional opportunities, streamlining where possible

Be the point person for education across the organization regarding new competitor products on the market

Manage product trainings with sampling teams, new athletes, and employees

Be the point of contact for creating compliant and engaging ingredient content on retailer e-commerce platforms

PLANNING, REPORTING, AND MANAGEMENT 

Manage customization of key messaging for specific stakeholders using our global library existing 3rd party product brochures and liaise with the global team in cases where specific new support/argumentation/facts & figures are needed

Report on learnings from all meetings with key stakeholders

Collaborate with global counterparts to exchange learnings, best practices

Maintain collaboration and dialogue with the international team as well as Regulatory & Science around potential topics that require their expertise

PEOPLE MANAGEMENT

Manage, coach, and develop direct report

Give direct report guidance on day-to-day responsibilities and execution of work

Ensure accountability for direct report’s deliverables to team and cross-functional partners

Performance management, inclusive of giving constructive feedback and written reviews as nec