Manager, Field Marketing (NYC)

Company Description

The Field Marketing Manager (FMM) is responsible for building the local face of Red Bull in their field in the most relevant way and in line with the global and national strategies and priorities. They build strong local networks including opinion-leaders and key influencers both online (social media) and offline. They create and implement marketing initiatives in the four key pillars of the marketing mix (Consumer Collecting, Sports, Culture and Communications) leveraging On Premise, Off Premise and New Business opportunities while encompassing local needs. FMMs embody our commitment to giving a local face to the global brand by developing marketing plans informed by consumer & product insights and coaching their teams of specialists towards best-in-class execution. The FMM is based ‘in the field’ to bring the brand to life locally. 

Job Description

STRATEGIC DIRECTION

Infuse global and national Red Bull priorities, strategies and the Red Bull philosophy in the field focusing on building a local face of our global brand.

Ensure top-notch understanding of the consumer in various fields across the region which forms the basis of local idea generation and execution.

Define ideas and programs which build brand image and increase understanding of the product functionality on a local level (working closely with regional & national Sports, Culture, and Brand Marketing team).

Lead local regional intelligence, sharing market insights (consumer insights, competitors, etc.) with the regional national team.

Work in conjunction with regional sales to build mental and physical availability within On Premise, Off Premise and New Business environments and ensuring the product is at arms reach in every field marketing activity.

Work cross-functionally, managing internal and external requests in line with the annual business plan priorities.

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 participation.

Ensure that every consumer experience with the brand is a positive one thanks to love for the detail and premium execution at events and all other field marketing activities.

Always have the “consumer” and “brand” eye in every single initiative and ensure we talk to the consumer in the most effective and efficient way.

Add value to selective 3rd 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-notch network and sustainable relationships with the key influencers of the region (local authorities, local sport/fitness and culture opinion leaders relevant to our target, entrepreneurial communities, local media outlets (TV, radio, print, digital and social media)).

Collaborate with Sports Marketing teams to incorporate Red Bull athlete activations in plans and build smart 360 plans to amplify reach.

Continually re-apply global, national and regional best practices when and where it makes sense.

Collaborate with regional sports event marketing to leverage the Event Vehicle program in the right way to excite and surprise consumers.

MARKETING INNOVATION

Understand the latest generational trends by being close to our consumers and talking to our networks in the different scenes.

Involve the local team in idea generation for the field and capitalize on their personal university lifestyle to identify technology/digitally/socially driven consumer trends early. 

Create new and innovative ideas that bring the brand to life, tapping into local networks, scenes and opinion-leaders, and execute these ideas with the right balance between the 4 pillars of the marketing mix, based on the knowledge and ownership of your region and the global and national priorities.

Ensure digital and social media sit 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 & 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, train and manage FMSs who fit the brand, have a Red Bull attitude and perfectly fit the field scenes.

Coach FMSs in sourcing, hiring and training their Student Marketeers, approving every hire.

Set regional objectives and clear goals for FMSs to ensure accountability to their key deliverables and conduct on-going, mid-year and end of year performance reviews.

Provide on-going coaching and support to ensure FMSs achieve their deliverables. Regu