The Field Marketing Manager (FMM) is tasked with effectively representing Red Bull at a local level by aligning with both global and national strategies and priorities. Their role involves building strong networks within the community, including engaging with opinion leaders and key influencers in both online (social media) and offline settings. They are responsible for designing and executing marketing initiatives across four key areas: Consumer Engagement, Sports, Culture, and Communications, while taking advantage of On Premise, Off Premise, and New Business opportunities to meet local needs. FMMs exemplify our commitment to presenting the global brand authentically at a local level by developing marketing plans based on consumer and product insights, and guiding their specialized teams toward exceptional execution. The FMM is stationed 'in the field' to bring the brand to life locally.
RESPONSIBILITIESAll the responsibilities we'll trust you with:
Integrate global and national Red Bull priorities, strategies, and the philosophy into local initiatives aimed at establishing a local presence for our global brand.
Acquire a comprehensive understanding of consumers in various fields throughout the region to serve as the foundation for generating and executing local ideas.
Develop concepts and initiatives that enhance the brand image and deepen knowledge of the product's functionality on a local scale (in collaboration with regional and national sports, culture, and brand marketing teams).
Lead the collection of local regional intelligence, sharing insights about consumers, competitors, etc., with the regional national team.
Partner with the regional sales department to ensure both mental and physical product availability in On Premise, Off Premise, and New Business environments, ensuring product accessibility in all field marketing activities.
Work collaboratively across functions, managing internal and external requests according to the annual business plan priorities.
Develop and support local key events, scenes, and marketing opportunities that align with Red Bull brand values and are relevant to the local consumer and media landscape, emphasizing participation.
Ensure every consumer interaction with the brand is positive through attention to detail and premium execution at events and throughout all field marketing activities.
Keep the "consumer" and "brand" perspective in mind for every initiative, ensuring communication with consumers is both effective and efficient.
Enhance select third-party events by determining the appropriate level of Red Bull brand support and branding to increase brand visibility and product usage in relevant settings.
Establish a high-quality network and sustainable relationships with key influencers in the region, including local authorities, sports/fitness and culture opinion leaders pertinent to our target audience, entrepreneurial communities, and local media outlets (TV, radio, print, digital, and social media).
Collaborate with Sports Marketing teams to integrate Red Bull athlete activations in plans and develop smart 360-degree plans to expand reach.
Consistently apply global, national, and regional best practices when beneficial. Work together with regional sports event marketing to effectively utilize the Event Vehicle program to inspire and surprise consumers.
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).
Serve as a role model by consistently embodying Red Bull values, using a tone of voice that is both motivating and inspiring.
Recruit, hire, train, and manage Field Marketing Specialists (FMSs) who align with the brand, possess a Red Bull attitude, and are well-suited to field activities.
Guide FMSs through the processes of sourcing, hiring, and training their Student Marketeers, overseeing and approving each new hire.
Establish regional objectives and clear goals for FMSs to ensure accountability for their key tasks, conducting regular performance assessments throughout the year.
Offer continuous coaching and support to help FMSs meet their targets.
Regularly evaluate and identify FMSs' development needs, collaborating closely with the Head of Field to facilitate growth opportunities.
Implement and uphold a clean logistical system for warehousing and infrastructure to ensure having the right tools and management in place to support the local needs, succeeding in premium appearance.
Develop and manage the regional budget with the support of the head of field and regional marketing team.
Constantly identify cost saving opportunities and other efficiencies for the company in the region.
Manage field expenses and general administration.
Build smart and mutually beneficial partnerships by working with other brands, organizations and networks that bring added value such as expertise, networks, goods, budget or facilities.
EXPERIENCE
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