Field Marketing Specialist, North Central, at Red Bull

The Field Marketing Specialist (FMS) supports the (Senior) Field Marketing Manager (FMM) in making Red Bull #1 in their region. This is done by 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 gather key local insights by building strong networks with specific communities & playgrounds including key (social) opinion-leaders. They give strategic input in project groups relevant to their region/focus area to create and implement innovative marketing initiatives encompassing local needs and specificities in the four pillars of the marketing mix (Consumer Collecting, Sports, Culture and Communications) and leveraging On Premise and Off Premise. The Field Marketing Specialist is constantly out ‘in the field’ to make things happen and remain ‘on the pulse’, this is not an ‘office’ job.

Job Description

Strategic Direction and Rightness of Brand Priorities

• Build strategic plans together with the FMM on the implementation of the field strategy and on defining ideas and programs to build brand image and increase understanding of the product functionality on a local level.
• Support the FMM in developing and executing specific national and regional innovative Red Bull owned programs.
• Successfully execute program fundamentals in a truly tailored way, seizing opportunities to implement proven best practices where they suit local needs.
• Understand how to grow Past 12 Month metrics and drive consumer trial through activities in line with brand values, international guidelines and local reality.
• Drive relevance across a variety of consumption occasions and moments of need through tailored messaging, amplification of occasion campaigns and activating the right big moments in the area.
• Work cross functionally, managing internal & external requests in line with regional priorities.

Consumer Collecting Program Management 

University

• Set clear goals together with the FMM to drive trial that engages new users (e.g. freshmen & women) and expands the consumer base within universities in your region.
• Communicate clear expectations and guidelines for Student Marketeers to effectively plan and deliver on infusing Red Bull into student life during key moments (study, sport, party, etc.), using a “from students for students” approach to create a credible brand image within universities and win students as loyal Red Bull consumers.
• Ensure a strong sales support program in place to drive distribution and stimulate sales, excite the trade and improve in store visibility in and around university.
• Work with your team to create exciting and relevant university initiatives that build brand and can love among students.
• Use program tools and reporting features to steer an effective program focused on the right student groups and keeping a good balance among business priorities.

Sampling

• Set clear goals and program balance together with the FMM to drive trial that engages new users, offering the product to expand the consumer base and the right business priority split to seize all opportunities in your region.
• Communicate clear expectations and guidelines to your team in order to achieve targets successfully in driving trial.
• Create strong sales support plans as a core part of the program, with the right balance of missions focused towards driving distribution, stimulating sales, exciting the trade and improving in store visibility in all On & Off Premise and New Business channels. Work cross-functionally with counterparts on an effective plan, which is delivered.
• Coach and empower each team member in the planning process for a constant flow of fresh mission ideas to grow user base.
• Manage sampling requests externally and internally, ensuring these sit with the wider priorities.
• Use program tools and reporting features with excellence to track performance, find opportunities for improving targeting and other important strategic input (e.g. consumer perceptions), which will help to drive a smarter program.

Sports Program

• Develop and execute field marketing initiatives in the right sport scenes for Red Bull and local consumers.
• Build and activate relationships with key opinion leaders and important local networks within key sports for the region.
• Identify and action opportunities to leverage the national and international athlete portfolio in the region.
• Support national team & FMM in organizing events by taking over defined parts of bigger projects and realizing Small Fires.
• Support in delivering a program with the right balance and involvement of 3rd party event properties in the right scenes.

Culture Marketing Program

• Support & implement culture marketing plans for the region, which are in line with national and regional needs.
• Development a rich network in the fields of culture in general and music and dance in particular.
• Take care of an optimum usage of the Red Bull product in focused cultured playgrounds by opinion leaders and secure a perfect communication about the brand and the product.
• Strengthen existing Red Bull culture properties and make Red Bull a key player in all relevant local playgrounds in accordance to the national focus areas.

Communications

• Build tailored communication plans for local initiatives activations.
• Constantly identify, analyze and align the latest digital marketing trends and emerging technologies, seek out new opportunities to apply them to the Red Bull strategy in alignment with the national communication team.
• Support the creation of new format ideas and suggest possible adequate content for different channels.
• Maximize opportunities to create consumer touch points in earned and owned media through locally relevant stories/experiences and a superb media network.
• Contribute to the creation of a premium and aspirational local face of the brand in relevant and key scenes with a strong digital / social media footprint.

Social Opinion Leaders/Creators

• Build and maintain tailored regional social opinion leaders and creators to talk and engage with the brand
• Feed the national media team with content opportunities and plans for the region with regional creators.

Premium Appeal of Local Pride

• Create and support 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.
• Identify local heroes in relevant Red Bull scenes and work together with the FMM to bring them to the world of Red Bull.
• Support in upholding a clean logistical system to ensure you having the right tools and management in place to support local needs, succeeding in premium appearance.
• 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 with a strong focus on digital & social media, while ensuring that all the communication stays within the brand equity.
• Be instrumental in the implementation of national and global events/projects with excellence.

Consumer Collecting Program

• Spend time in the field with Student Marketeers, coaching them on the job to have excellence in program execution that is successfully building brand and can love.
• Activate national and international best practices in & around universities encompassing the core program objectives.
• Ensure effective interactions to drive positive trial with consumers, overcoming barriers & negative perceptions when needed.
• Ensure Student Marketeer have the required skills to conduct sales support activities thanks to great training tools like Ace of Sales.
• Incorporate Indirect Sampling initiatives into the plan to broaden reach in occasions which are difficult to reach and where we can surprise our consumers.

Sports Program

• Implement ‘wow’ locally relevant projects and activate/implement global and national athletes and activities.
• Help with the creation and execution of appealing and local consumer relevant sport projects.
• Activate and support global & national athletes while identifying & supporting local talent and heroes, driving can in hand outcome.
• Maximize the Event Vehicle program in the right way to excite & surprise consumers.

Culture Marketing Program

• Help driving “Can in hand” and product placement with key artists and in defined key areas.
• Support the FMM or National Culture Specialists with the realization of events and other relevant culture marketing activities.
• Foster a strong local network of key multipliers in culture & entertainment to drive brand image and visibility both online and offline, including credible drinking scenes.

Communication

• Be excellent in implementing ways to reach local media outlets (TV, radio, print, digital and social media).
• Develop and implement great stand-alone digital ideas that engage consumers with the product / brand on digital platforms.
• Establish customized editorial plans for single projects, crisis scenarios as well as product launches.
• Distribute customized local content nationally to the appropriate media outlets in print, web, TV and radio supporting the own channel needs and strategies. Drive the usage of the Red Bull Content Pool as main source for high quality media productions.
• Build up regional networks and local media relations in Print, TV and Digital. Regional media outlets need to be identified and need dedication as they act as “credible multipliers”.

Marketing Innovation

• Work closely with the FMM in developing, owning and executing new ideas that are locally relevant complementing the activation of global and national initiatives.
• Based on the knowledge and understanding of the region, help come up with digital and social media initiatives as an integral part of success in field activities.
• Identify and selectively support cross-marketing (with sales, marketing & Red Bull Media House) opportunities with integrated 360 plans that fit the needs of the region.
• Involve the Consumer Collecting team in idea generation for the field and capitalize on their personal university lifestyle to identify technology / digitally / socially driven consumer trends early.
• Lead the creative process with Student Marketeers for a constant flow of new ideas to build loyalty within the student audience (eg. ‘focus groups’).
• Understand the consumer landscape and how to approach and reach a variety of consumers in different consumption occasions and relevant ways through direct and indirect sampling.
• Participate in the creation of new and exciting local relevant stories to create a local face, with extended relevance and consumer touch points in print, TV and web.

Organizational Capabilities and Enabling Structure

• Act as a role model and display the Red Bull values with a consistent tone of voice that is motivating and inspiring
• Ensure you have the right program set up, in the right areas to reach your target group, be flexible with resources so that we are always fishing where the fish are.
• Drive efficiencies in our programs, using program tools to ensure we are set up for success and have the right use of outsourcing to keep balance in your time and maintain premium execution.
• Support the local logistics system to ensure you have the right tools and management in place to support the local needs succeeding in premium appearance and tool management.
• Support the national operations team to manage product stock with discipline.
• Maintenance and management of program tools, POSM, cars and other branded items in a premium manner.

Consumer Collecting Program

• Implement and uphold the national recruitment, on-boarding and training module for consistency.
• Source & hire with no compromise brand fit Student Marketeers, with the right skills & attitude towards all business priorities.
• Set every new hire up for success with a dedicated and consistent onboarding process.
• Train and lead Student Marketeers with an ‘empowerment’ approach so they take ownership of their own targets that impact the business and give opportunities for development to the ‘top’ shining stars.
• Lead and inspire the team by sharing the strategy and explaining how they fit into it, coaching on the job and inspiring them to focus on building brand and can love in their programs.
• Maintain a growth environment and coach Student Marketeers towards development.
• Lead a strong Team Leader program.
• Plan and conduct regular brainstorming, planning sessions, team building activities and navigations.
• Identify and nurture Shining Stars for the potential space-to-shine opportunity within the field as well as the rest of the organization (national and global).
• Work cross-functionally with HR & Legal to manage administrative tasks related to team employment (legal, contracts, payroll, etc.).

Driving Efficiencies

• 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 and meeting our sustainability commitments.
• Develop and manage the regional budget with the support of the line manager and national specialists, ensuring budgets sit with the projects owner for maximum accountability.
• Constantly identify cost saving opportunities and other efficiencies for the company in the region.
• Manage field expenses and general administration.
• Explore 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.
• Outsource local media-related activities to the right regional experts to maximize outcome.
• Coordinate with agencies and specialized companies when outsourcing event logistics.
• Share best practices with national and global counterparts, ultimately feeding the Hub library.

Qualifications

• 2-3 years marketing experience preferably in sports/events or culture marketing or in the field. 
• First experience in leading teams and managing people as well as with sales, working with commercial teams.
• A strategic thinker who takes initiative and ownership and “makes things happen”.
• A ‘connector’ who has excellent communication and networking skills, who can open doors and excite people of an idea.
• Strong ‘can do’ attitude, strives for perfection and love for the detail in every project.
• Leadership, motivation and ability to cultivate a team environment.
• Analytical, planning, budgetary and project management competencies.
• Creative mind with a track record of putting new ideas into practice and assessing results.
• Excellent communication skills, including presenting and training abilities.
• Self-confident, sporty, self-motivated, friendly, loyal, passion in working with people.
• Understands the north central landscape beyond the obvious
• Posses or have access to quality network of key stakeholders in the region
• University Degree
• English (Verbal & Written)