Sr. Director, Shopper Marketing

Company Description

The Senior Director of Shopper Marketing is responsible for developing and leading the Shopper Marketing strategy and implementation of premium, engaging, and effective consumer facing programs in all Off Premise channels, including Large Format, Small Format and Emerging Channels. The Sr. Director will create innovative solutions that leverage consumer, shopper and customer insights to drive shopper behavior and growth for the Brand.  The Senior Director will lead the development of retail programming and channel tools that deliver against Red Bull's sales and marketing objectives. They will fully own development of comprehensive commercial programming around Brand principles, account priorities, channel opportunities and consumer/shopper behaviors.  The Senior Director will create an aligned vision, strategy, guiding principles, ways of working and funding guidance for all Shopper Marketing initiatives.  They will be responsible for staying at the forefront of a fast-changing retail media landscape; identifying new opportunities and ensuring that the team constantly innovates to drive increased effectiveness from all Shopper programming. The Senior Director is responsible for aligning directly with Sales Leadership and is a member of the Extended Sales Leadership Team. He/she will also work closely with Global Brand Marketing to champion US Shopper Marketing initiatives, serve as a Shopper Marketing knowledge center and ensure global brand standards are met. This role sets Red Bull up to win in Off Premise Retail by expanding Brand impact and generating revenue-driving shopper solutions to retail challenges.

Job Description

SET VISION & STRATEGY FOR BRAND STANDARDS WITHIN SHOPPER MARKETING

Establishes the vision for Shopper Marketing for Red Bull US

Creates the Shopper Marketing Strategy in Off Premise, across all customers

Ensures the Shopper Marketing Strategy is fully aligned with the national brand marketing strategy, the regions’ marketing plans, and the sales channel strategy

Establishes the Ways of Working between Shopper Marketing and all cross-functional teams in both Santa Monica and the regions

Owns the communication of the Shopper Marketing Strategy in Off Premise overall, throughout the year and during the Business Planning process

Creates brand standards for all Shopper Marketing execution

LEADERSHIP, TEAM DEVELOPMENT & COACHING

Manages the team that owns the development and execution of Shopper Marketing programs within Off Premise

Leads the Shopper Marketing team by example, living the Brand Marketing standards (sense of urgency, innovation, calculated risk-taking, and integrity)

Manages and develops the Shopper Marketing team with a focus on building the team’s functional marketing expertise, instilling marketing discipline and consistency, and building financial acumen

Creates best-in-class Shopper Marketing examples for use within Red Bull US and with international teams

JOINT BUSINESS PLANNING & CONTRACT NEGOTIATION

Lead Red Bull’s JBP strategy and presentations with key retailers

Lead annual and multi-annual contract negotiations to ensure Red Bull terms are being met, Red Bull IP is protected, appropriate value is received in exchange, and both sales ROI and Marketing Objectives are achieved

Drive Red Bull’s marketing strategy into the commercial side of our business and ultimately, sales growth at the retail 

MAXIMIZE REACH & ENSURE A RETURN ON INVESTMENTS OF RESOURCES AND EFFORTS

Creates a comprehensive measurement approach that includes custom Deep Dive research, holistic program recaps, Shopper Spotlight share-outs, After Action Reviews, and Annual Learning Plans

Establishes objectives, KPIs, and benchmarks to drive and measure program performance

Creates the Shopper Marketing strategic funding principles and guidelines and zero-base-budgeting approach and uses it to determine the Shopper Marketing investment decisions across all customers on an annual basis

Partners with Advertising to define the Shopper media investment strategy, which drives Red Bull’s upper funnel marketing metrics of awareness and lower funnel metrics of purchase conversion and loyalty

Identifies and leads business case opportunities across Shopper Marketing

DRIVE INNOVATION & MULTI-PRONGED RETAIL INITIATIVES

Accountable for guiding the development and execution of comprehensive retail programming

Provides solutions and initiatives that integrate channel and customer dynamics and opportunities 

Leads custom program development for top retailers; attends high-level sales calls

Ensure Red Bull stays on the cutting edge of Shopper Marketing innovation by developing new applicatio