Premise Marketing Manager

Overview

The purpose of the Regional On Premise team is to fully own the on-premise commercial and non-commercial channels for the [region] within Red Bull North America (RBNA). This covers all on-premise activities, excluding Key Accounts, and includes sales, marketing, and distribution. The On Premise Marketing Manager (OPMM) adapts and implements the national On Premise Marketing strategy at the regional level. They lead industry and consumer marketing initiatives within the business unit, expand event reach, attract more consumers to the category, ensure Red Bull’s positioning as a premium product in the market, and drive increased product consumption in the on-premise channel.

The OPMM serves as the main point of contact for the On Premise team within the business unit for all brand-, trade-, consumer-, and industry-related matters. They own end-to-end execution of festivals and third-party events in the region, while coaching and leveraging local On Premise teams. This position also manages an Event Manager, who is responsible for festival and third-party event execution.

• EXECUTE ON PREMISE MARKETING STRATEGY:
  Be thoroughly familiar with national and local consumer and category insights and trends, and maintain strong connections with key influential industry opinion leaders. Ensure that the appropriate On-Premise Marketing initiatives are fully integrated into the overall On-Premise annual business plan. Using insights, introduce innovation and/or improvements to existing industry and consumer initiatives and tools in order to address business opportunities.
  
  Focus resources on strategies and initiatives that help the channel close the gap between consumption and brand relevance in On-Premise occasions.
• DRIVE CONSUMER & INDUSTRY STRATEGIES FOR SCALE & IMPACT:
  Coach the field team to deliver high-quality account and event activation. Ensure strong knowledge and high-quality execution of the appropriate product offerings, product experiences, and sampling/trial activities. Implement effective industry marketing programs to win over bar staff and key decision-makers. Support the allocation of POS (point-of-sale) materials and monitor their correct placement. Lead consumer activation programs that drive engagement and increase volume in the on-premise channel.
  
  Leverage our brand assets to attract and win new consumers. Track, record, and evaluate the results of all implemented marketing activities.
• LEAD THE ON PREMISE TEAM IN MARKETING INITIATIVES:
  Serve as the marketing enabler for the On-Premise channel, engaging with and adding value to independent and national accounts, distributors, and events. Onboard and train On-Premise teams, including On-Premise Distribution Managers, Regional On-Premise Managers, Food Service Specialists, and Musketeers. Foster and implement a customer-centric mindset throughout your territory. Collect and share best practices at the local, national, and international levels.
• EXPAND REACH & DRIVE TRIAL THROUGH EVENTS:
  Increase reach and consumption at events by initiating and leading contract negotiations, and by managing the overall project from planning through execution. Localize and implement the event strategy to block competitors and drive both vertical and horizontal growth. Implement targeted industry and consumer marketing initiatives to increase on-site consumption at festivals.
• LEVERAGE MARKETING ASSETS INTO THE ON PREMISE:
  Build relevance and increase usage by strengthening cross-department collaboration, directing both existing and new marketing assets into the OP.
• LIVE THE RED BULL ON PREMISE CULTURE: CREATE AFFINITY:
  The work lifestyle aligns with Red Bull’s culture and the Musketeer profile. Interactions with customers and consumers motivate individuals to want to be associated with the Red Bull brand.

• 5+ years of marketing experience in a commercial environment
• Experience in on-premise sales, marketing, or distribution
• Experience in live event production and experiential marketing
• People leadership and management experience preferred
• Ability to think and act in an entrepreneurial manner
• Ability to work in a…