Brand Marketing Manager

The Brand Manager is responsible for understanding and gathering consumer insights and market research, specifically what drives TOM awareness, brand salience and per capita consumption. Works closely with the Marketing Manager to contribute to the annual business plan by creating, planning and executing brand initiatives, the advertising plan, new products and packaging launches whilst ensuring the brand is portrayed in the right way.

BRAND MANAGEMENT

Trains and supports marketing peers as well as on/off premise and trade marketing with their projects.

Supports the Marketing Manager in conducting impromptu brand training.

Collaborates & ensures synergy on any trade/marketing initiatives.

Builds and provides training on new cross-functional tools, such as sales/marketing programs or trade marketing.

Works closely with the Marketing Manager, regional team, and International HQ specialists to share learnings, best practices, align plans, and to share the latest updates and insights.

Delivers the brand part of the business plan and analyzes data.

Sustains or strengthens the brand part of the trial and awareness study; past 4 weeks/12-month consumption, TOM awareness, and brand salience.

ADVERTISING AND CREATIVE 

Creates branding and through the line communication for specific marketing projects in strong collaboration with the respective marketing functions.

Develops and implements the ideal country-specific advertising plan, ensuring international and local learnings, considering best practices, and with the right level of digital and social media integration.

Works closely with the Media Network Manager to amplify the impact of advertising on own, earned, and paid media channels.

Controls creative and media agencies to ensure correct contractual set-up and strong working relationships to deliver world class creative output.

In charge of media plan & media buying.

PRODUCT AND PACKAGING INNOVATION 

Leads and manages solid product launches together with sales, finance, and other marketing functions, and acts as the key contact for Red Bull HQ.

Understand which packaging solution addresses country-specific needs, as well as leads and manages the launch proposal.

Collects all learnings to share locally and with International HQ.

CONSUMER INSIGHTS AND MARKET RESEARCH

Turns data into compelling insights that are actionable and relevant, and ensures these insights are addressed through adequate ideas and plans.

With a focus on the younger segment of the target group, monitors the consumer’s perception about the brand and products in social media.

GENERAL MANAGEMENT 

Supports the Marketing Manager to develop and implement the annual business plan.

Prepares, together with the Marketing Manager, the annual plan and financial budgets/P&L in co-operation with the marketing and sales team.

Manages and maintains the agreed budget.

Builds a strong, transparent, trusty partnership and cooperation with management and personnel.

Manages local advertising and POSM agencies.

Leads a small team.

CONSUMER COLLECTING

Collaborates with Consumer Collecting Specialist in recruiting of Student Marketeers and ensures they are true Red Bull representatives and a tangible face of the brand through adequate recruitment, coaching & guidance.

Conduct frequent analyses of program deliverables and be agile in making necessary adjustments and program steering recommendations monthly, in consultation with the Marketing team.

Facilitate workshops to communicate HQ guidelines and provide coaching to the SM team and Consumer Collecting Specialist.

Develop and implement an innovative program of exciting brand activity, such as events, hacks & campaigns that will maintain Red Bull as a credible and relevant brand for students, protect against competition, and win students as loyal Red Bull consumers.

Work with sales teams to ensure sales support missions are effective & impactful, which includes collaborating on training & reporting tools.

Support Marketing teams on special events and programs related to Sampling initiatives, such as Indirect sampling, Red Bull events, or national sampling initiatives.

Responsible for secure, smart, and efficient budget management of both sampling & university programs, whilst finding ways to optimize expenditure.

 

University degree in Marketing, Communications, Economics, or related fields

Minimum of 5 years’ experience in a similar position within the FMCG sector.

Data-driven individual with experience in media buying.

Experience in leading teams, providing coaching, and driving performance through collaboration.

Clear understanding of competitor activity and consumer behavior in a brand and FMCG context.

Generates consumer insights and translates them into successful brand initiatives.

Implements the business strategy successfully, while managing associated changes and people processes.

Strong analytical ability and commercial acumen to understand financial statements and market trends, and has a strong attention to detail.

High standard of integrity with a passion for the brand and commitment to Red Bull values.

EDV (Word, Excel, PowerPoint, etc.)

Fluency in English and the local language