Job Description

The Manager of Shopper Marketing for Regional Grocery is responsible for establishing and implementing Red Bull's shopper marketing strategy and programs within the grocery channel. This individual will thoughtfully develop and carry out retail initiatives that are aligned with the Red Bull brand, catering to consumer needs while fulfilling both brand and customer objectives. Utilizing insights to convert consumers into buyers, the Shopper Marketing Manager will create programs ranging from standard channel initiatives to bespoke retailer-driven shopper activations, all strategically positioned to align brand and retailer goals, ideally distinguishing Red Bull among retailers and shoppers. This role demands strong project leadership capabilities to effectively bring brand-driven assets, objectives, concepts, and priorities to life in the marketplace, which includes generating sales tools, creating design and messaging, and defining targets and measures of success. The incumbent will serve as a key contact for Sales stakeholders and hold full responsibility for ensuring high-quality execution. They will represent Shopper Marketing at significant super-regional internal and customer meetings, tasked with developing high-value, customized, and innovative programs. In essence, this role positions Red Bull to succeed with large-format grocery customers by enhancing brand impact and generating revenue-driving solutions to retail challenges.

Areas that play to your strengths

All the responsibilities we'll trust you with:

• Creates and implements advertising and messaging across the purchasing journey, utilizing the Red Bull Marketing Mix to enhance our occasion strategy and support consumer activations.

  Manages the team responsible for developing and executing Shopper Marketing and Consumer Activation programs.

  Converts brand assets and initiatives into successful Shopper Marketing programs.

  Crafts creative and engaging messaging suited to the grocery market.

• Determines the advertising investment strategy for their customers, aiming to enhance Red Bull’s lower funnel marketing metrics such as purchase conversion and customer loyalty.

  Creates custom, exclusive Shopper Marketing programs which include incremental display strategies that serve as the primary source of awareness for Red Bull.

  Establishes objectives, key performance indicators (KPIs), and benchmarks to guide and assess program performance.

  Oversees a multi-faceted measurement approach that includes custom Deep Dive research, comprehensive program recaps, Shopper Spotlight presentations, After Action Reviews, and Annual Learning Plans.

  Manages the annual allocation of the Shopper Marketing budget within the Grocery channel.

  Identifies business case opportunities and develops rationale to inform programming decisions.

  Devises and executes smart tests to ensure Red Bull remains at the forefront of Shopper Marketing tactics, while also benchmarking external competitor programs within the grocery channel.

  Conducts performance analysis to derive actionable insights and optimize future programs.

• Develops customized solutions for grocery shopper insights and opportunities.

  Leads the creation of tailored programs for grocery retailers.

  Offers a comprehensive range of programming, from turnkey and scalable solutions to groundbreaking and innovative approaches.

  Oversees the development of shopper marketing program assets, including concept development, point-of-sale messaging, and sales materials.

  Utilizes consumer and shopper insights to identify trends and opportunities that will influence the future direction of grocery shopper marketing.

• Ensure that Red Bull remains at the forefront of Shopper Marketing innovation.

  Discover new technical integrations between Red Bull and customers' digital ecosystems.

  Be the subject matter expert on digital innovation within Shopper Marketing, specifically applicable to the Grocery channel.

EXPERIENCE

Your areas of knowledge and expertise

that matter most for this role:

• 3+ years consumer goods industry experience, ideally within Brand or Shopper Marketing
• Business Acumen – displays a comprehensive understanding of how the business operates (for example, understands the drivers of business results); possesses a distinct awareness of how strategies can be applied across the Large Format channel.
• Collaborative - Exhibits the ability to work harmoniously with cross-functional partners, including National and Regional Sales counterparts, as well as the wider Santa Monica marketing team, in order to influence the development and execution of scalable programs that support National and Super Regional Large format customers.
• Leadership, coaching, and development experience.
• Excellent written and verbal communication skills.
• Bachelor's degree or equivalent professional experience.

• Travel 20-30%
• Permanent
• Benefits eligible

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