BUILD THE BRAND AT RETAIL
Development and execution of retail & shopper programming; generic, retailer, and Red Bull voiced.
Consolidates and defines National Retail Programming Calendar for strategic/power partner retailers.
Brief internal and external media teams and agencies and develops all program creative adhering to Red Bull brand standards.
Translates Brand assets and initiatives into winning Retail programs.
Coordinates with POS team for in-store visibility/POS item development and delivery.
Seeks out inputs and support from cross functional stakeholders in guaranteeing that consumers perceive Red Bull as a prevalent, relevant, premium Product & Brand in all off-premise channels.
Supporting national tentpoles and priorities through omnichannel optimization where applicable.
MAXIMIZES THE REACH AND PURCHASE POTENTIAL OF RETAIL PROGRAMS
Provide and develop sales tools for National Accounts team to be utilized at customer meetings and joint business planning meetings.
Creation and deployment of customer specific tools/activation details for the Sales and Distribution team.
Ensure seamless alignment with key internal stakeholders and consistency of messaging across all initiatives.
Intimately familiar with key retailer marketing capabilities and vendor partners best equipped to deliver on joint business objectives.
Delivers retailer specific programming that drives shopper purchase conversion; retailer apps, digital screens, social, loyalty programs etc.
CREATES RETAIL PROGRAMS THAT DIFFERENTIATE RED BULL WITH SHOPPER AND RETAILER VS. COMPETITION
Identify retailer gaps with National Accounts team and create solutions to win vs. competition; ex. SKU assortment, planogram space, secondary placements, promotional activity, innovation.
Leads and develops custom solutions and program development for key retail partners: concept development, POS messaging and distinctive POS tools, and selling materials.
Delivers full suite of programming; from turn-key & scalable to breakthrough & innovative.
Leverages consumer and shopper insights to identify trends and opportunities that will shape the future state of Shopper Marketing.
ENSURES A RETURN ON INVESTMENT OF RESOURCES AND EFFORTS
Key stakeholder in Business Planning process for specified retailers.
Establishes tangible and quantifiable targets to drive and measure performance.
Identify business case and develop rationale to inform programming decisions.
Post-campaign analysis to determine success of programs, analyze performance to deliver actionable conclusions.
CROSS COLLABORATION WITH INTERNAL STAKEHOLDERS
Establishing and sustaining effective and constructive relationships with Marketing and Sales teams to ensure the success of Shopper Marketing objectives and goals.
Build partnerships and synergies with retailers to ensure alignment on top priorities and pillars, resulting in 360 support on programs and activations.
Maintain relationship with creative and media agency for development of creative assets.