Company Description
The focus of this role is to lead, develop, and implement initiatives that build the Red Bull brand and consumption with both the consumer and industry in the On Premise (covering core HORECA channels but also beyond in channels of Catering, QSR restaurants and Fitness).
The role is highly focused on growing the relevance of Red Bull across all these segments of the On Premise and converting this relevance into consumption.
The Head of On Premise Marketing is a strong collaborator, interfacing with all key stakeholders to maximize impact of and leverage major On Premise image building and consumption driving initiatives.
The position is also responsible for training and enabling field teams to activate to the highest standard On Premise marketing tools and concepts, ensuring increased availability, visibility and activation of Red Bull at the POS.
The HOOPM is a key contributor to the annual On Premise business plan, by identifying and defining insights which will lead to new, implementable activities, programs and strategies as well as subsequently developing appropriate strategies and tactics
Job Description
Management & Leadership of On Premise Marketing
Responsible for executing and adapting the international marketing guidelines according to the market needs.
Driving share of mind with industry stakeholders including venue (bar) staff, decision makers, owners and influencers.
Responsible for the creation, coordination and approval of tailor-made installations.
Support of the Musketeers and Key Account managers to implement tools and concepts.
Peer to national Red Bull Marketing Team (cross departmental collaboration).
Translation of research results, initiatives and insight generation into new actions, activities, programs, strategies which can be implemented in On Premise focus areas.
Permanent observation of market trends and active search for new business opportunities in the market, identifying potential for improving and adding new marketing activities.
Responsible for allocation of POS tools and monitoring their correct placement.
Consumer Marketing
Development of initiatives and the translation of national campaigns into the On Premise
Delivery of scalable and highly impactful initiatives which are all designed to win consumers, build consumption habits and build the Red Bull brand.
Ideation, creation and activation of consumer facing Red Bull events
Strong collaboration with marketing teams (brand, culture, sports, Red Bull Media Network).
Trade Marketing
Management and allocation of the POS portfolio
Development of marketing activation strategy for On Premise segments like Bars, Clubs, HORECA, Catering, QSR, Fitness, etc, together with different On Premise stakeholders, with focus on insights and segment marketing plans.
Development of activation plans & toolkits for selected key customers to drive distribution & volume by ensuring we Look Like #1 & Win vs Competitions in the On Premise Universe.
Represent On Premise Marketing in Key Account customer facing meetings.
Industry Marketing
Develop and deliver an industry leading staff engagement platform that targets decision makers, managers and frontline staff with sales strategies, training and incentives to make Red Bull the No. 1 brand they want to work with.
Music Festivals & 3rd Party Events
Together with the On Premise Events Manager, has responsibility for national event & festival strategy.
Own and develop partnerships with key suppliers (For example, creative agencies, event logistic suppliers, production agencies and bar services)
Joint responsibility, together with the On Premise Events Manager and the field teams, for executing marketing activities and POS activations in keeping with the international strategy at Red Bull events, festivals and 3rd party events.
Work with marketing counterparts both at customer level (eg Event Promoters, Marketing Heads) and Red Bull Internal (e.g. Sports, Gaming, Culture and Brand for account programming integration)
Insights
Set KPI's for marketing activity tracking & reporting effectiveness and making recommendations on how to improve ROI.
Support on the implementation of category management capabilities in the On-Premise department for Catering and QSR
Developing compelling selling in PPT based on key Insights (Consumer and Industry)
Uncover important On Premise trends and opportunities and develop marketing solutions
Leading an effective team
Strength based team development and leadership.
Development of marketing and consumer thinking within the On Premise team.
Effective on boarding, training and development of high performance team
Build a strong network with external agencies, key influencers, national decision makers, event organizers and the local scene searching for new collaboration opportunities.
Work with research, auditing and insight providers & translate findings to actionable insight for the wider team (KAMs, Musketeers, Musketeer Scouts & DPMs)
Efficient allocation of the On Premise marketing budget according to the national business plan.
Track, record and evaluate all results of marketing activities implemented.
Maintain a constant exchange of information and best practice sharing (case studies) within the national and international team.
"Living" the Red Bull On Premise Culture
Assume and live the Red Bull OP culture. The "Art of Musketeering" spirit at the base of all action.
Be an active ambassador for the Red Bull brand and product in front of the team and the On Premise Network.
Monitor image standards regarding the brand premium values of Red Bull.
Qualifications
5+ years of marketing and/or sales experience
In-depth knowledge of bars, clubs and festivals and the broader On Premise
Knowledge of the On Premise industry and trade are required
Solid understanding of sales processes
Strong planning and project management competencies
Proven ability to translate strategies into execution
Strong leadership and team management
Self-motivated, passionate, ambitious and a creative mind
Exceptional communication skills, including presenting and training abilities
Commercial awareness and acumen (understanding of sales and finance processes).
Strong analytical skills (analyse consumer, sales and customer data).
Self-motivated, innovative, solution-oriented mindset, self-directed, do-it-now" attitude, flexible and be able to work under pressure in a fast-paced team environment
Additional Information
This job description is not exhaustive of the potential duties that the successful applicant will be required to perform, and is provided solely to assist potential job applicants in determining their suitability for the role and to apply for the job. It is not an offer of employment and Red Bull is under no obligation to hire an applicant who submits an application.
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