Field Marketing Specialist

Company Description

The Field Marketing Specialist (FMS) supports the Field Marketing Manager in building the local face of Red Bull among younger audiences, with special focus on 18-25 y.o. Is responsible for aiding in the planning and execution of Red Bull’s field marketing initiatives, with the mandate of creating the most locally relevant face of our global brand. Major responsibilities will include directly managing a group of Student Marketeers. The FMS will have to support the team on executing the University Marketing Strategy of Red Bull and lead them during their key responsible like direct sampling and seeding, 3rd party and own production project support, sales support and others.

The FMS is the responsible of building with the FMM the Field Marketing Team strategy and direct responsible of it´s proper implementation. He/she will help to create and implement marketing initiatives in the four key pillars of the marketing mix (Consumer Collecting, Sports, Culture and Communications) leveraging On Premise, Off Premise and New Business opportunities and encompassing local needs and specificities and therefore impacting the heart of local consumers, ultimately leading to the successful development of the business. The FMS is out ‘in the field’ to make things happen, this is not a full ‘office’ job.

Job Description

STRATEGIC DIRECTION AND RIGHTNESS OF BRAND PRIORITIES

• Work closely 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.

• Successfully execute program fundamentals in a truly tailored way, seizing opportunities to implement proven best practices where they suit local needs.

• Drive consumer trial through activities in line with brand values, international guidelines and expectations to win consumers.

• 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 region.

• Work cross functionally, managing internal & external requests in line with regional priorities.

CONSUMER COLLECTING PROGRAM MANAGEMENT University

• Set clear goals together with the Field Marketing Manager (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.

Sampling

• Set clear goals and program balance together with the FMM to drive trial that engages new users, offering the right product mix to expand the consumer base and the right business priority split to seize all opportunities in your region.

• Ensure sales support is 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.

Sports & Culture Program

• Support & implement culture and sports marketing plans for the region, which are in line with national and regional needs.

• Develop and execute field marketing initiatives in the right sport and culture 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 opportunities to leverage the national and international athlete and artists 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.

Communications

• Support the FMM in building communication plans for local event 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.

PREMIUM APPEAL AND EXECUTIONAL EXCELLENCE

• Support the FMM in creating and supporting 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.

• 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.

Consumer Collecting Program

• Spend time in the field with Student Marketeers, coaching them on the job in order 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.

MARKETING INNOVATION

• Support 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.

• Lead the creative process with Student Marketeers for a constant flow of new ideas to build loyalty within the student audience.

• 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.

Qualifications

• Bachelor´s degree

• Driver’s license

• Understands the core scenes in the region and has strong networking skills.

• Has already built and sustained personal relationships in core scenes (Culture, and/or Sports etc.)

• Experience in leading teams and managing people.

• A strategic thinker who takes initiative and ownership and “makes things happen”.

• Leadership, motivation and team skills.

• Strong 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, interested in working with people, stress-resistant.