Field Marketing Graduate Trainee

Field Marketing Graduate Trainee – Job Description

Location:

Johannesburg, Gauteng, South Africa

The Field Marketing Graduate Trainee supports the Field Marketing Manager (FMM) and Field Marketing Specialist (FMS) in building the local face of Red Bull in their field in the most relevant way and in line with the global and national strategies and priorities. They work with the FMM and FMS to build strong local networks including opinion leaders and key influencers both online (social media) and offline.

They help to create and implement marketing initiatives in the four key pillars of the marketing mix (Consumer Collecting, Sports, Culture and Communications) leveraging On Premise, Off Premise and New Business opportunities and encompassing local needs and specificities and therefore impacting the heart of local consumers, ultimately leading to the successful development of the business. The Field Marketing Graduate is constantly out ‘in the field’ to make things happen, this is not an ‘office’ job.

Work closely with the FMM on the implementation of the field strategy and on defining ideas and programs to build brand image and increase understanding of the product functionality on a local level. Set clear goals together with the Consumer Collecting Manager/Specialist (CCM / CCS) and FMM to drive trial that engages new users (e.g. freshmen & women) and expands the consumer base within universities in your region.

Communicate clear expectations and guidelines for Student Marketeers to effectively plan and deliver on infusing Red Bull into student life during key moments (study, sport, party, etc.), using a “from students for students” approach to create a credible brand image within universities and win students as loyal Red Bull consumers. Ensure a strong sales support program in place to drive distribution and stimulate sales, excite the trade and improve in-store visibility in and around university.

Work with your team to create exciting and relevant university initiatives that build brand and can love among students. Use program tools and reporting features to steer an effective program focused on the right student groups and keeping a good balance among business priorities. Manage sampling requests externally and internally, ensuring these sit with the wider priorities. Use program tools and reporting features to track performance, find opportunities for improving targeting and other important strategic input (e.g. consumer perceptions), which will help to drive a smarter program.

Support the FMM in creating and supporting key events, scenes and marketing opportunities in line with Red Bull brand values and relevant to the local consumer and media landscape, with a focus on participation. Identify local heroes in relevant Red Bull scenes and work together with the FMM to bring them to the world of Red Bull. Always have the “consumer” and “brand” eye in every single initiative and ensure we talk to the consumer in the most effective and efficient way with a strong focus on digital & social media, while ensuring that all the communication stays within the brand equity.

Spend time in the field with Student Marketeers, coaching them on the job in order to have excellence in program execution that is successfully building brand and can love. Activate national and international best practices in & around universities encompassing the core program objectives. Ensure effective interactions to drive positive trial with consumers, overcoming barriers & negative perceptions when needed.

Ensure Student Marketeer have the required skills to conduct sales support activities thanks to great training tools like Ace of Sales. Incorporate Indirect Sampling initiatives into the plan to broaden reach in occasions which are difficult to reach and where we can surprise our consumers.

Support the FMM in developing, owning and executing new ideas that are locally relevant complementing the activation of global and national initiatives. Based on the knowledge and understanding of the…