Specialist, Field Marketing

Company Description

Reporting to the Manager of Field Marketing, the Field Marketing Specialist (FMS) supports the Field Marketing Manager (FMM) in establishing Red Bull as the leading brand in their region. The FMS serves as the face of Red Bull in their local market, representing the brand in a manner that is highly relevant while aligning with global and national strategies and priorities.

The FMS is responsible for gathering significant local insights by building strong networks with specific communities and key groups, including influential local creators. They provide input for the development and execution of innovative marketing initiatives that address local needs and specific characteristics within the four pillars of the marketing mix: Consumer Collecting, Sports, Culture, and Communications. This approach also integrates On-Premise and Off-Premise marketing opportunities.

Based primarily in the field, the FMS manages a local team of Student Marketeers, ensuring the World of Red Bull comes to life on campus and throughout the local market, effectively engaging and reaching new entry-point consumers.

Job Description

CONSUMER COLLECTING PROGRAM MANAGEMENT

Set clear objectives in collaboration with the Consumer Collecting Manager (CCM) and Field Marketing Manager (FMM) to drive product trials that engage new users and expand the consumer base both on and off campus within your region.

Establish clear expectations and provide guidelines for Student Marketeers to effectively plan and execute trial-driving initiatives in the market and integrate them into student life during key moments and consumption occasions.

Develop and maintain a robust sales support program aimed at enhancing distribution, energizing the trade, and improving in-store visibility in and around university campuses.

Collaborate with your team to design innovative and relevant university-focused initiatives that build brand loyalty and foster a strong connection with students.

Leverage program tools and reporting features to guide an effective strategy targeting the right student groups, monitor performance, and identify opportunities to attract new consumers, thereby enabling a smarter approach to program execution.

Provide coaching and empower team members in the planning process, encouraging a continuous flow of fresh ideas to grow the user base.

Ensure impactful engagements with consumers during trials to overcome barriers and address negative perceptions when necessary to create positive experiences.

PEOPLE MANAGEMENT 

Source and hire Student Marketeers who align perfectly with the brand's values, possess the necessary skills, and demonstrate a positive attitude towards all business priorities.

Implement and maintain standardized national recruitment, onboarding, and training modules to ensure consistency across the board.

Train and manage Student Marketeers using an empowerment-based approach, encouraging them to take ownership of their individual targets that contribute to overall business success while creating development opportunities for the top-performing Student Marketeers.

Establish and lead a robust Team Leader program.

PREMIUM APPEAL OF LOCAL PRIDE

Develop and implement key events, activities, and marketing opportunities that align with Red Bull's brand values and resonate with the local consumer base, both within the broader market and on university campuses, prioritizing active participation.

Contribute to delivering a balanced program that integrates third-party event partnerships across relevant sports and cultural scenes, engaging audiences both on-campus and off-campus.

Identify local collegiate influencers and opinion leaders who are influential within relevant Red Bull target communities and collaborate with the Field Marketing Manager (FMM) to introduce them to the World of Red Bull.

Play a pivotal role in the successful execution of national and global Red Bull events and initiatives with precision and excellence.

Incorporate indirect sampling strategies into the marketing plan to reach new audiences in unconventional or challenging environments, creating moments that delight and surprise consumers.

Activate national program pillars, major events, and global brand initiatives in and around universities, ensuring alignment with core program objectives.

MARKETING INNOVATION

Collaborate closely with the FMM to develop, manage, and implement new ideas that are locally relevant, effectively complementing both global and national activation initiatives.

Engage the Consumer Collecting team in brainstorming ideas for on-the-ground execution, leveraging their personal university experiences to spot technology, digital, or socially-driven consumer trends at an early stage.

Overse