CONSUMER COLLECTING PROGRAM MANAGEMENT
Set clear goals with the Consumer Collecting Manager (CCM) and FMM to drive trial that
engages new users and expands the consumer base on and off campus in your region.
Communicate clear expectations and guidelines for Student Marketeers to effectively plan and deliver on trial driving plans in market and into student life during key moments & consumption occasions
Ensure a strong sales support program in place to drive distribution, 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, to track performance, and find opportunities to reach new consumers, which will help to drive a smarter program.
Coach and empower each team member in the planning process for a constant flow of fresh mission ideas to grow user base.
Manage sampling requests externally and internally, ensuring these align with wider priorities.
Ensure effective interactions to drive positive trial with consumers, overcoming barriers & negative perceptions when needed.
PEOPLE MANAGEMENT
Source & hire with no compromise brand fit Student Marketeers, with the right skills & attitude towards all business priorities.
Implement and uphold the national recruitment, on-boarding and training modules for consistency.
Train and lead Student Marketeers with an ‘empowerment’ approach so they take ownership of their own targets that impact the business and give pipeline opportunities for development to the ‘top’ performing Student Marketeers
Lead a strong Team Leader program
PREMIUM APPEAL OF LOCAL PRIDE
Create and support key events, scenes and marketing opportunities in line with Red Bull brand values and relevant to the local consumer, in market and on campus, with a focus on participation.
Support in delivering a program with the right balance and involvement of 3rd party event properties in the right sport/culture scenes, on and off campus.
Identify collegiate and market level local opinion leaders in relevant Red Bull scenes and work with the FMM to bring them to the World of Red Bull.
Be instrumental in the implementation of national and global events/projects with excellence.
Incorporate Indirect Sampling initiatives into the plan to broaden reach in occasions which are difficult to reach and where we can surprise our consumers.
Activate National pillars, events and Global Brand Projects in & around universities encompassing the core program objectives.
MARKETING INNOVATION
Work closely with the FMM in developing, owning and executing new ideas that are locally relevant complementing the activation of global and national initiatives.
Involve the Consumer Collecting team in idea generation for the field and capitalize on their personal university lifestyle to identify technology / digitally / socially driven consumer trends early.
Lead the creative process with Student Marketeers for a constant flow of new ideas to build loyalty within the student audience (eg. ‘focus groups’).
Understand the consumer landscape and how to approach and reach a variety of consumers in different consumption occasions and relevant ways through direct and indirect sampling.
ORGANIZATIONAL CAPABILITIES AND ENABLING STRUCTURE
Act as a role model and display the Red Bull values with a consistent tone of voice that is motivating and inspiring.
Ensure you have the right program set up, in the right areas to reach your target group, be flexible with resources so that we are always fishing where the fish are.
Drive efficiencies in our programs, using program tools to ensure we are set up for success
Support the local logistics system to ensure you have the right tools, warehousing, and management in place to support the local needs succeeding in premium appearance and tool management.
Support the national operations team to manage product stock with discipline.
Regular maintenance and management of program tools, Mini fleet and other branded items in a premium manner.