Manager, Shopper Marketing - Convenience

Company Description

The Shopper Marketing Manager, Small Format Super Regional is responsible for defining and executing Red Bull´s Shopper Marketing strategy and programming in the Small Format channel Super Regional customers (including Wawa, ampm, RaceTrac, Murphy USA and Casey’s). This person will comprehensively develop and execute on-Brand Shopper Marketing initiatives that; meet shopper’s needs while delivering on both brand and customer priorities. Using insights to turn Shoppers into Buyers, the Shopper Marketing Manager will develop programs that range from turnkey channel initiatives to custom retailer-driven shopper activations, each in a way that strategically aligns brand and retailer objectives and ideally uniquely differentiates Red Bull with retailers and shoppers. 

This position requires strong project leadership skills to bring Brand-driven assets, objectives, concepts, and priorities to life in-market, including generation of sales tools, creation of design and messaging, and definition of targets and look of success. They are the first point of contact for HQ, Field and Retail stakeholders and are held accountable for quality and timely execution. They will be the key Shopper Marketing representative at top Super Regional internal and customer meetings and responsible for the development of high value, custom and innovative programs. 

Simply put, the role sets Red Bull up to win in Small Format Super Regional Retail customers by expanding Brand impact and generating revenue driving solutions to retail challenges. 

The key performance indicators will define and develop the following in the Large Format Super Regional Customers: 

Red Bull Shopper Marketing strategy, activations & programs 

Custom Super Regional Large Format Shopper Marketing programming 

On-Brand, industry-leading Shopper Marketing programs 

Creative Concepts & Messaging for shoppers at retail points of purchase 

Communication Tools/Engagement for retail stakeholders and buyers 

Post-program analysis 

Job Description

BUILD THE BRAND AT RETAIL

Development and execution of Shopper Marketing programming; generic, retailer, and Red Bull voiced 

Consolidates and defines the Shopper Marketing Programming Calendar for Super Regional Large Format customers 

Brief internal and external media teams and agencies and develops all program creative adhering to Red Bull brand standards 

Translates Brand assets and initiatives into winning Shopper Marketing programs 

Designs creative and impactful messaging relevant to Large Format Retail landscape 

Coordinates with POS team for in-store visibility/POS item development and delivery 

Seeks out inputs and support from cross functional stakeholders in guaranteeing that consumers perceive Red Bull as a prevalent, relevant, premium Product & Brand at Large Format Retail 

MAXIMIZES THE REACH AND PURCHASE POTENTIAL OF RETAIL PROGRAMS

Creation and deployment of sales tools to team responsible for execution 

Ensure understanding of brand standards and clear guidelines for the execution of Large Format Super Regional Shopper Marketing programs 

Ensure seamless alignment with key internal stakeholders and consistency of messaging 

across all initiatives 

Intimately familiar with customer’s Shopper Marketing capabilities and vendor partners best equipped to deliver on joint business objectives 

Delivers Large Format Super Regional customer channel and retailer specific programming that drives shopper purchase conversion 

ENSURES A RETURN ON INVESTMENTS OF RESOURCES AND EFFORTS

Establishes tangible and quantifiable targets to drive and measure performance 

Identify business case & develop rationale to inform programming decisions 

Assume responsibility for budget management of Large Format Super Regional Shopper Marketing Programing 

Analyzes performance to deliver actionable conclusions within the multi-pronged measurement approach 

CREATES RETAIL PROGRAMS THAT DIFFERENTIATE RED BULL WITH SHOPPER AND RETAIL VS COMPETITION

Develops custom solutions for Super Regional Large Format shopper insights and opportunities 

Leads custom program development for Super Regional Large Format Retailers 

Delivers full suite of programming; from turn-key & scalable to breakthrough & innovative 

Manages creation of Shopper Marketing program assets: concept development, POS messaging, selling materials 

Leverages consumer and shopper insights to identify and trends and opportunities that will shape the future state of Large Format Shopper Marketing 

ENSURE GREAT PEOPLE, GREAT PLANS, AND QUALITY EXECUTION

Shares best practices with the US business units and international team