Manager, Field Marketing

Company Description

The Field Marketing Manager (FMM) is responsible for representing Red Bull locally in the most relevant way, in line with global and national strategies and priorities. They build strong local networks, including opinion leaders and key influencers, both online (via 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—leveraging On-Premise, Off-Premise, and New Business opportunities, while addressing local needs.

FMMs embody our commitment to giving the global brand a local face by developing marketing plans based on consumer and product insights, and by coaching their specialist teams to deliver best-in-class execution. The FMM is based in the field to bring the brand to life at the local level.

Job Description

STRATEGIC DIRECTION

Integrate global and national Red Bull priorities, strategies, and philosophy into field activities, with a focus on building a local identity for our global brand.

Ensure a strong understanding of consumers across different markets in the region, forming the basis for local idea generation and execution.

Develop ideas and programs that strengthen brand image and increase understanding of product benefits at the local level, working closely with regional and national Sports, Culture, and Brand Marketing teams.

Lead local and regional market intelligence efforts, sharing insights on consumers, competitors, and trends with the regional and national teams.

Collaborate with regional sales to build both mental and physical availability of the product across On-Premise, Off-Premise, and New Business channels, ensuring the product is within arm’s reach in all field marketing activities.

Work cross-functionally to manage internal and external requests in alignment with the priorities of the annual business plan.

PREMIUM APPEAL OF LOCAL PRIDE

Develop and support local flagship 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 strong focus on participation.

Ensure that every consumer interaction with the brand is positive by paying close attention to detail and delivering premium-quality execution at events and across all field marketing activities.

Maintain a strong focus on both the consumer and the brand in every initiative, and ensure we communicate with consumers in the most effective and efficient way.

Enhance selected third-party events by determining the appropriate level of Red Bull brand support and visibility, with the goal of increasing brand awareness and product usage in relevant scenes.

Build an outstanding network and sustainable relationships with key regional influencers, including local authorities, sports, fitness and cultural opinion leaders relevant to our target audience, entrepreneurial communities, and local media outlets (TV, radio, print, digital, and social).

Work closely with Sports Marketing teams to integrate Red Bull athlete activations into plans and develop smart 360-degree strategies to maximize reach.

Consistently apply global, national, and regional best practices wherever appropriate.

Collaborate with regional sports event marketing teams to use the Event Vehicle program effectively to excite and surprise consumers.

MARKETING INNOVATION

Understand the latest generational trends by staying close to our consumers and engaging with our networks across different scenes.

Involve the local team in generating field ideas and leverage their own university lifestyles to identify technology-, digital-, and socially driven consumer trends at an early stage.

Develop new and innovative ideas that bring the brand to life by tapping into local networks, scenes, and opinion leaders. Execute these ideas using an appropriate balance of the four pillars of the marketing mix, drawing on your knowledge and ownership of your region, as well as global and national priorities.

Ensure that digital and social media are central to every field marketing activity. Identify and selectively support cross-marketing opportunities in collaboration with Sales, Marketing, and Red Bull Media House.

ORGANIZATIONAL CAPABILITIES AND ENABLING STRUCTURE

Serve as a role model and consistently demonstrate Red Bull’s values, using a motivating and inspiring tone of voice.

Source, hire, train, and manage FMSs who embody the brand, display a true Red Bull attitude, and are a perfect fit for field activities.

Coach FMSs on how to source, hire, and train their Student Marketeers, and approve every hiring decision.

Set regional objectives and clear goals for FMSs to ensure accountability for their key deli