Sr. Manager, Shopper Marketing - Convenience at Red Bull in Santa Monica, CA, United States

Job description

• The Sr Manager, Shopper Marketing - Convenience is responsible for defining and executing Red Bull´s Shopper Marketing strategy within Convenience and programming in national and regional convenience customers. This position serves as the primary liaison between Brand and Key Account teams – translating national brand campaigns, consumer activations and product innovation into high impact, channel-specific shopper programs.
• In this role, the Sr. Manager develops the long-term Shopper Marketing vision and strategic roadmap for the Convenience channel, ensuring alignment with Brand, Sales and business growth priorities. By leveraging shopper, category and retailer insights, they identify growth opportunities and translate them into strategies that drive revenue, market share and brand equity. The role also influences cross-functional priorities and resource allocation across Brand, Sales, Category Management and Customer teams to maximize impact and deliver sustainable growth.
• This person develops and executes on-brand retail initiatives that meet shopper needs while delivering against both brand and customer priorities. Using insights to turn Shoppers into Buyers, the Shopper Marketing Manager develops programs that range from turnkey channel initiatives to custom retailer-driven shopper activations, each in a way that strategically aligns brand and retailer objectives and ideally uniquely differentiates Red Bull with retailers and shoppers.
• This position requires strong project leadership skills to bring Brand-driven assets, objectives, concepts, and priorities to life in-market, including; generation of sales tools, creation of design and messaging, and definition of targets and look of success. They are the first point of contact for HQ, Field and Retail stakeholders and are held accountable for quality and timely execution. They will be the key Shopper Marketing representative at top National & Super Regional Account both internally and at customer meetings, and responsible for the development of high-impact, customer-specific shopper programs.
• Simply put, the role sets Red Bull up to win in Convenience & Gas (C&G) Retail by expanding Brand impact and generating revenue driving solutions to retail challenges.

Responsibilities

• The deliverables of this position include the following, all focused on their C&G Channel Customers:
• Shopper Marketing Plan development and execution for each of their customers, all responsible for a sizable chunk of Red Bull’s US business
• Program management and relationship building with Brand, Sales and Retailer counterparts
• Strategic oversight of On-Brand, industry-leading Shopper Marketing annual plan, programs and turn-key tools across the C&G retailer landscape.
• Collaboration and delivery of compelling, insight-led, solution-oriented retailer JBPs in partnership with Key Account and Category Management teams
• 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
• 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

Requirements

• 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 operational dynamics and business priorities.
• Emotional Intelligence – Have the self-awareness and ability to read a room to influence through leadership, problem solving, and collaboration
• Excellent written and oral communication skills
• Bachelor's Degree required
• Fluent in English

Skills

Required

• Business Acumen
• Solution Oriented
• Collaborative
• Leadership
• Coaching/Development
• Emotional Intelligence
• Fluent in English

Benefits

• Comprehensive Medical, Dental and Vision Plans, 401k Match, Family Leave, PTO & Paid Holiday Schedule, Pet, Legal, and Life Insurance, Tuition Reimbursement (Benefits listed may vary depending on the nature of your employment and/or work location)
• The base salary range for this position is $115,280 - $172,920 + cash incentives. Actual salary offers may vary based on work experience. The base pay range is subject to change and may be modified.