Sr. Manager, Shopper Marketing - Convenience

Job description

Job Description
Builds the brand throughout the path to purchase
Collaborates on advertising and creative messaging throughout the path to purchase, leveraging the Red Bull Marketing Mix and driving our occasions strategy and supporting consumer activations
Work cross-functionally with the teams that own the development and execution of Shopper Marketing & Consumer Activations programs; generic, retailer, and Red Bull voiced within C&G
Consolidates National Shopper Marketing Programming Calendar for C&G Channel customers (National + Super Regional)
Translates Brand assets and initiatives into winning Shopper Marketing programs
Designs creative and impactful messaging relevant to C&G Retail landscape
Maximizes reach and ensures a return on investments of resources and efforts
Determines the advertising investment strategy in their C&G customers which drives Red Bull’s lower funnel marketing metrics of consideration, purchase conversion, and loyalty
Leads the strategy, investment, and campaign execution across C&G Retailer Media Networks to maximize the digital path-to-purchase
Creates custom, exclusive and slices of Shopper Marketing programs that secure incremental displays which are the # 1 source of awareness for Red Bull
Manages external agency partners leading briefing, creative process, production timelines, budgets, and overall execution
Establishes objectives, KPIs and benchmarks to drive and measure program performance
Oversees the multi-prong measurement approach within the C&G channel including custom Deep Dive research, holistic program recaps, and Shopper Spotlight share-outs
Oversees annual Shopper Marketing budget allocation within the C&G channel
Identify business case opportunities & develop rationale to inform programming decisions
Devises and executes smart tests, ensures Red Bull stays on the cutting edge of Shopper Marketing tactics and benchmarks external competitor programs in the C&G channel
Analyzes performance to deliver actionable conclusions and optimize future program
Creates Shopper Marketing programs that differentiate Red Bull with shopper and retailer vs competition
Leads custom program development based on insights and opportunities for top C&G Retailers & C&G Super Regional retailers
Delivers full suite of programming; from turn-key & scalable to breakthrough & innovative
Manages creation of retail program assets: concept development, POS + advertising messaging, selling materials
Leverages consumer and shopper insights to identify and trends and opportunities that will shape the future state of C&G Shopper marketing
Works cross-functionally with Key Account and Category Management teams to build a joint business plan for each C&G account. To do this, this role must work collaboratively with different verticals across brand marketing HQ and Region teams to understand the broader brand plan and identify which levers can be pulled down to drive meaningful growth at a retailer
Delivers winning marketing pitches by translating shopper insights and category growth drivers to customize campaign concepts into compelling JBP presentations that secure retailer buy in and drive ROI
Drives Innovation
Ensure Red Bull stays on the cutting edge of Shopper Marketing innovation by developing new applications, testing and deploying new tactics and finding new technical integrations between Red Bull and our customers’ digital ecosystems
Is the subject matter expert on digital innovation within Shopper Marketing that can be applied within the C&G channel

Qualifications
8+ years of experience in CPG environment, ideally within Brand and Shopper Marketing.
Field experience is a plus.
Business Acumen – demonstrates an understanding of how the business works (e.g., knows the drivers of business results); has a clear understanding of how strategies can be manifested across the C&G channel
Solution Oriented – ability to find creative solutions to challenges that meet the needs of Red Bull and our Strategic customers
Collaborative - The ability to collaborate seamlessly with cross functional partners including Sales counterparts and the broader Santa Monica marketing team in order to influence development and execution of scalable programs that support the National and Super Regional C&G customers
Leadership – Lead and set the example of what success should look like with efficient, meaningful programming that matter to consumers and drive consumption. Influence and contribute to the development of others through honest feedback conversations.
Executive Presence + Verbal Presentation Skills – Confident public speaker with strong oratory skills specific to pitching ideas. Outside of presenting materials, needs to be able to answer questions on the spot and pivot presentations under pressure and time constraints
Coaching/Development - Active listening and dedication to mentorship on the broader Shopper Marketing team. Ability to educate and empower Sales and Brand counterparts on respective op

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