Red Bull
Location
Santa Monica, CA | United States
Job 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.
RESPONSIBILITIESAll the responsibilities we'll trust you with:
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
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
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
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
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 applications, testing and deploying new tactics, and finding new technical integrations between Red Bull and our customers’ digital ecosystems
Maintain subject matter expertise in digital innovation within Shopper Marketing
Ensure breakthrough thinking by aligning with global counterparts leveraging and sharing new innovative tactics and global assets
Devises and executes smart tests, ensures Red Bull stays on the cutting edge of Shopper Marketing tactics and benchmarks competitor programs
Works closely with all Marketing (Sports, Culture, Brand, Media) and translates Brand assets and initiatives into winning Retail programs
Leads national budgeting and target forecasting for retail programming business planning
Sets National Retail Programming Calendar by Channels and Priority Account
Defines Channel programming and activation standards & tactics
Creates Shopper Marketing programs that differentiate Red Bull with shopper and retailer vs competition
Ensures all Brand assets align with global and national guidelines
Establishes and fosters strong relationships with all internal stakeholders to drive a culture of mutual accountability, collaboration and partnership
Ensures seamless alignment with key stakeholders and consistency of messaging across all initiatives
Builds strong relationships with senior leadership within Off Premise customers
Sources and creates Red Bull involvement in key groups and networks
Creates strategic partnerships with relevant products and companies (product adjacencies, retail solution initiatives, digital shopper engagement platforms)
Defines ways-of-working processes and practices with marketing, sales, and operations stakeholders
Key participant in cross functional leadership teams to continuously update and innovate Shopper Marketing at Red Bull to support Marketing & Sales initiatives
Owns global alignment responsibilities with peer sales and marketing stakeholders
Guides the delivery of key communication and inputs to the Distribution and Key Account teams
Leads cross-functional groups around shopper-relevant Red Bull inputs; insights alignments, retail positioning development, and annual business planning inputs; involving stakeholders from Business Insights, Consumer Insights, Data Analytics, Trade Finance, Key Accounts and Distribution
EXPERIENCE
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