National Marketing Manager at Alan & Grant

Job Summary

• The Marketing Manager is responsible for the can and the media business.
• They focus on turning brand lovers into can lovers, ensuring that the product 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's marketing plan.
• They set short & mid-term objectives to achieve a desirable and relevant brand image, increase product understanding and trust, and overall brand value.

RESPONSIBILITIES

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
• Builds, establishes and grows the Company Media House. This involves quality content and program creation as well as content commercialization; the introduction and operation of own media channels, products and services as well as intensified media relations to optimize content distribution in TV, digital, radio, print and mobile
• Generates consumer insights with the Brand Team to win new consumers, shape ATL & BTL strategies, steers the right product & packaging portfolio as well as consumer pricing decisions and shapes marketing and trade investments
• Leads an efficient & targeted wings team program to drive trial among new and infrequent users, across all relevant consumption occasions and to increase product understanding and trust with consumers.
• Leads an effective and efficient student brand manager program to build a loyal consumer base among students, to increase awareness and desire for the brand, and to foster a positive product and brand perception at universities
• Ensures that both Consumer Collecting programs have strong sales support programs in place to drive distribution and stimulate sales, excite the trade and improve in store visibility in all on and off premise channels.
• 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 – music in particular - program 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 organization
• 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 teams

Marketing Innovation

• Acts as an entrepreneur, spearheads and fosters creation & innovation, and ensure we seize all relevant opportunities to strengthen the brand, the can and media business while preserving its global equity
• Leads the creation and execution of appealing and 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 the company culture properties and makes Red Bull a key player in all important music scenes
• Manages and collaborates to build an advertising plan in line with global strategy that addresses country specific issues and opportunities with the right messages, that drive TOM awareness, brand image and tune-ins for the brand TV
• Understands today’s & evolving digital & social consumer behavior and 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 & entertainment to drive brand image & visibility with credible drinking scenes
• Increases brand and product placements in scene and mainstream media to drive TOM awareness, brand image and word-of-mouth

Organizational 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 our 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

Requirements

• Minimum of 8years 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 & distribution, competitor activity and consumer behavior in a brand and FMCG context, up to date on digital trends and digital consumer behavior
• 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