Specialist, Field Marketing

Overview

Reporting to the Field Marketing Manager, the Field Marketing Specialist (FMS) supports efforts to establish Red Bull as the leading brand in their assigned region. The FMS serves as the brand's representative in their local market, ensuring alignment with global and national strategies and priorities. Their role involves gathering essential local insights through the development of strong networks with key communities and influencers, including local creators.

These insights guide the creation and implementation of innovative marketing initiatives tailored to local needs and characteristics, spanning the four pillars of the marketing mix:
Consumer Collecting, Sports, Culture, and Communications. Additionally, the FMS leverages opportunities both in On-Premise (e.g., bars, restaurants) and Off-Premise (e.g., retail locations) settings.

Based primarily in the field, the FMS leads a local team of Student Marketeers, promoting Red Bull on campus and in the broader market to engage new consumer segments. They are responsible for bringing the Red Bull experience to life within the community.

• Establish clear objectives in collaboration with the Consumer Collecting Manager (CCM) and Field Marketing Manager (FMM) to drive product trials that engage new users and expand the consumer base both on and off campus within your region.
• Clearly communicate expectations and provide detailed guidelines to Student Marketeers, enabling them to plan and execute effective trial-driving initiatives in the market and integrate with student life during key moments and consumption occasions.
• Implement a robust sales support program to enhance product distribution, engage with trade partners, and improve in-store visibility in and around university campuses.
• Collaborate with your team to develop exciting and impactful university-focused initiatives that foster brand affinity and loyalty among students.
• Leverage program tools and reporting systems to guide an efficient strategy, targeting relevant student groups, tracking performance metrics, and identifying opportunities to reach new consumers—creating a more effective and insightful program.
• Mentor and empower team members during the planning phase to ensure a continuous flow of innovative ideas for missions that expand the user base.
• Oversee the management of sampling requests, both externally and internally, ensuring alignment with larger organizational priorities.
• Facilitate effective consumer interactions to promote positive trial experiences, while addressing potential challenges and overcoming negative perceptions when necessary.
• Source and hire Student Marketeers who align perfectly with the brand and possess the necessary skills and attitudes to address all business priorities.
• Implement and maintain standardized national recruitment, onboarding, and training modules to ensure consistency across operations.
• Train and guide Student Marketeers using an empowering approach, encouraging them to take ownership of their individual targets that contribute to business success, while providing developmental opportunities for top-performing Student Marketeers. Additionally, lead and foster a robust Team Leader program.
• Develop and support key events, scenes, and marketing opportunities that align with Red Bull's brand values and resonate with the local consumer both within the market and on campus, with a particular emphasis on encouraging participation.
• Assist in executing a balanced program that integrates the involvement of third-party event properties across relevant sports and cultural scenes, both on and off campus.
• Identify local opinion leaders at the collegiate and market level who are influential within Red Bull’s key scenes, and collaborate with the Field Marketing Manager (FMM) to introduce them to the World of Red Bull.
• Play a pivotal role in the successful implementation of national and global events and projects, ensuring excellence across execution.
• Incorporate indirect sampling initiatives into the plan to expand reach in hard-to-access occasions, creating opportunities to surprise and delight consumers.
• Activate national priorities, events,…