Specialist, Field Marketing - Richmond

Company Description

Reporting to the Manager of Field Marketing, the Field Marketing Specialist (FMS) supports the Field Marketing Manager (FMM) in positioning Red Bull as the leading brand in their region. The FMS represents Red Bull in their local market in a highly relevant manner, aligned with both global and national strategies and priorities. This role involves gathering critical local insights by building robust networks with specific communities and key influencers, including local creators.

The FMS contributes ideas for developing and executing innovative marketing initiatives tailored to local needs and characteristics across the four pillars of the marketing mix: Consumer Engagement, Sports, Culture, and Communication. These efforts also leverage both On-Premise and Off-Premise channels.

As a field-based representative, the Field Marketing Specialist manages a local team of Student Marketeers and brings the Red Bull brand to life on campuses and in the broader market, effectively engaging new target consumers.

Job Description

CONSUMER COLLECTING PROGRAM MANAGEMENT

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

Clearly communicate expectations and provide guidelines to Student Marketeers to enable them to effectively plan and implement strategies that promote trial experiences in the market and incorporate them into student life during key moments and consumption occasions.

Implement a robust sales support program to enhance distribution, energize the trade, and increase in-store visibility in and around university campuses.

Collaborate with your team to design exciting and relevant university initiatives that resonate with students and cultivate brand affinity and loyalty.

Leverage program tools and reporting features to guide a focused and effective strategy targeted at the most relevant student groups, monitor performance, and identify opportunities to reach new consumers, thereby optimizing program impact.

Provide coaching and empower team members during the planning process to ensure a continuous flow of innovative ideas aimed at growing the user base.

Oversee sampling requests both internally and externally, ensuring alignment with broader organizational priorities.

Facilitate meaningful interactions with consumers to overcome barriers and address negative perceptions when necessary, fostering positive engagement and driving product trials.

PEOPLE MANAGEMENT 

Recruit and hire Student Marketeers who align perfectly with the brand, possess the necessary skills, and demonstrate a proactive attitude towards all business priorities.

Ensure the consistent implementation and maintenance of national recruitment, onboarding, and training processes.

Train and guide Student Marketeers using an empowerment-focused leadership approach, encouraging them to take ownership of their targets, which directly impact the business. Additionally, create development opportunities for top-performing Student Marketeers to build a strong talent pipeline.

Manage and oversee a robust Team Leader program.

PREMIUM APPEAL OF LOCAL PRIDE

Develop and support key events, scenes, and marketing opportunities that align with Red Bull's brand values and resonate with the local consumer base, both in the market and on campus, with an emphasis on encouraging participation.

Assist in executing a well-balanced program that integrates 3rd-party event properties relevant to the local sports and cultural scenes, both on- and off-campus.

Identify local opinion leaders at the collegiate and market levels who are influential in Red Bull-relevant communities and collaborate with the FMM to introduce them to the World of Red Bull.

Play a key role in ensuring the successful implementation of national and global events and projects, maintaining a high standard of excellence.

Incorporate indirect sampling initiatives into the strategic plan to expand outreach to challenging or unexpected occasions, creating opportunities to surprise and engage consumers.

Activate national pillars, events, and global brand projects on and around university campuses, ensuring they align with the core program objectives.

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.

MARKETING INNOVATION

Collaborate closely with the FMM to develop, take ownership of, and implement innovative ideas that are locally relevant, while aligning with and enhancing the activation of global and national initiatives.

Engage the Consumer Collecting team in