The Marketing Manager is responsible for the can and the media business. They focus on turning brand lovers into can lovers, ensuring that Red Bull is the consumer’s first choice of energy drink. They understand the local consumer, take full ownership of the business strategy and values, and develop the country marketing plan. They set short and mid-term objectives to achieve a desirable and relevant brand image, increase product understanding and trust, and overall brand values. They must drive the China business online, with a focus on e-commerce and the unique Chinese social media ecosystem.
In 1987, Red Bull not only launched a completely new product, it created and has led ever since a whole new product category, Energy Drinks. Nowadays Red Bull employs more than 11500 people in over 171 countries, selling over 6 billion cans a year. The World of Red Bull provides the forum for you to use your talent and passion, to develop yourself and make an impact. Find out why we're different.
- Location , Shanghai, China
- Schedule Full-time
- Organisation Red Bull China
Areas that play to your strengths
(all the responsibilities we'll trust you with)
Strategic Direction and Rightness of Brand Priorities
Ensures that the overall country business plan addresses the challenges to win new consumers and confirm existing ones. Develops and takes full ownership of the marketing part of the annual business plan.
Generates consumer insights with the Brand Team to win new consumers, shape ATL and BTL strategies, steers the right product and packaging portfolio as well as consumer pricing decisions and shapes marketing and trade investments.
Builds and leads a strong sports program that builds on the country-specific sports and athlete scene and helps build a relevant and appealing local face of the brand while staying in line with the global sports strategy and delivering against the country’s brand objectives and priorities.
Guides the culture team in establishing a credible culture program – music in particular - that positions the brand as an authentic player in the relevant scenes, and which contributes to the business success of the country.
Ensures the right balance between sports and culture for the specific market circumstances.
Builds the local face of a global brand overall and through a robust field marketing organisation.
Always ensures the product is at the heart of marketing efforts by facilitating collaboration and effective ways of working between marketing and on and off premise team
Marketing Innovation
Acts as an entrepreneur. Spearheads and fosters creation and innovation, and ensures Red Bull seizes all relevant opportunities to strengthen the brand, the can and media business while preserving its global equity.
Leads the creation and execution of consumer relevant sport events, defending our leading role in action sports and in Motorsports whilst tapping into highly relevant local sports.
Drives top athlete-performance program as a top innovator in sports marketing globally and ensures 360-degree plans around top athletes.
Drives innovation in the field of culture, strengthens Red Bull culture properties and makes Red Bull a key player in all important music scenes.
Understands the current and continuously evolving digital and social consumer behavior. Understands the effective means of digital engagement across all areas of the business.
Generates innovative digital (media) initiatives to expand reach and engage the young consumer, particularly through social media.
Premium Appeal and Executional Excellence
Ensures that every consumer experience with the brand is a positive one thanks to love for the detail and premium execution at events and all other marketing activities.
Thinks and acts digital/social in all we do to increase consumer engagement with the brand, to start and maintain consumer dialogue particularly in social media.
Fosters a strong opinion-leader network in culture and entertainment to drive brand image and visibility with credible drinking scenes.
Organisational Capabilities and Enabling Structure
Builds the annual objectives for the marketing team and conducts on-going, mid-year and end of year performance evaluations.
Fosters collaboration across departments on the country level, and with the global HQ and Red Bull Media House to drive a 360 degree approach with relevant initiatives in order to increase impact and efficiency.
Ultimately responsible for sourcing, hiring and training the marketing team based on a thorough understanding of strengths and development needs.
Identifies and nurtures key talent for the potential space-to-shine opportunity.
Spends adequate time in the field with marketing team to instill strong collaboration, motivation and connectives for all team members.
General
Delivers the marketing business plan with the goal to achieve the country business plan for the can and the media business.
Builds shared leadership and sustainable business growth.
Establishes Red Bull as a role model amongst leading youth brands, recognised for innovation and creativity within the world of digital/interactive media.
Lives, nurtures and protects the unique Red Bull culture.
Demonstrates cost efficiency and excellent budget management to deliver the profit commitment.
Has a strong, transparent, trusted partnership and cooperation with management, personnel, Red Bull Media House and Red Bull HQ.
Establishes a motivated, well-led, productive, innovative, top-notch marketing organisation.
Prevents regretted losses in the marketing team and encourages internal promotions.
E-Commerce
Drive the overall digital and e-commerce marketing strategy for Red Bull China to reach more people, more often, for longer and in more occasions, to purchase more, on and offline.
Deliver on effectiveness, efficiency and innovation across social and e-commerce platforms to reach our target consumers and leverage global content strategies to do so.
Turn data into insights to accurately target current and potential consumers and link them with sales platforms.
Drive strong partnerships with agency and TMall Partner to manage implementation. Drive Programming of 3rd party channels (wechat, Baidu etc.) as well as Community Management.
Responsible to build Audience Engagement – reach, frequency and length of interaction – across social platforms by making sure to have the right content at the right time at the right outlet.
Drives social media insights and programming best practices through the organization.
Your experience includes:
(proven performance in)
Minimum of 5 years marketing experience.
A creative mind with a track record of creating new ideas, putting them into practice and assessing results.
A strategic leader who takes initiative and ownership.
Ability to cultivate, lead and motivate a high performing team with the proven ability to build and develop talent.
Strong planning and budgetary skills.
Knowledge of the ‘fast moving’ consumer goods industry, including agency and sales insights and/or profound background in sports and/or culture marketing and/or the media business/digital world.
Clear understanding of markets, sales and distribution, competitor activity and consumer behaviour in a brand and FMCG context. Up to date on digital trends and digital consumer behaviour.
Strong analytical ability and commercial acumen to understand financial statements and market trends.
Effective negotiation and interpersonal skills.
Excellent presentation, communication and influencing skills.
Strong brand and product affinity.
E-commerce specialist, with strong understanding of Chinese e-commerce ecosystem, and proven track record of driving brands online in China
Able to develop and deliver best in class digital marketing plans to existing and prospective Red Bull audiences across social and e-commerce in China. Drive the overall strategy of ‘More people, More often, For longer’ through a structured acquisition, engagement and retention plan. Manage pacing, creative optimization and implementation throughout.
Able to drive innovative programmatic advertising opportunities leveraging cutting edge technology and new platforms, channels, formats, targeting, etc and develops creative ways to leverage SEM in Red Bull campaigns & drive synergy with SEO by looking beyond simple keyword targeting i.e. mobile location targeting, linking offline consumption data automatically in SEM, etc.
University degree / diploma; marketing focused
Fluency in English (verbal & written), Chinese verbal and written
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