Brand Specialist / Consumer collecting specialist

The Brand Specialist works on understanding and gathering consumer insights and market research, specifically what drives TOM awareness, brand salience and per capita consumption. Working closely with the Brand Manager to contribute to the annual business plan by creating, planning and executing brand, advertising, new products and packaging initiatives while ensuring the brand is portrayed in the right way.

RESPONSIBILITIES:

Consumer Insights and Market Research

• Turn data into compelling insights, which are actionable and relevant, and ensure these insights are addressed through adequate ideas and plans.
• When focusing on the younger segment of the target group, monitor the consumer’s perception about brand and products in social media.

Brand Management

• Lead and contribute the "brand part" of projects of marketing peers as well as on/off premise and trade marketing.
• Build new cross-functional tools, such as sales/marketing programs or trade marketing.
• Work closely with the Brand Manager and all other country marketing specialists and International HQ specialists to share learnings, best practices, align plans, share latest updates and insights.
• Instigate and participate in creative sessions to develop tactics and assess best practice case studies.
• Always have the "consumer" and "brand" eye in every single project and ensure we talk to the consumer in the most effective and efficient way with a strong focus on digital and social media, while ensuring that all the communication stays within the brand equity.
• Sustains or strengthens the brand part of the trial and awareness study; past 4 week/12 month consumption, TOM awareness and brand salience.

Advertising and Creative

• Create branding and through the line communication for specific marketing projects in strong collaboration with the respective marketing functions.
• Develop and implement the ideal advertising plan ensuring international and local learnings and the right country-specific level of digital and social components, and always with international best practices in mind.
• Control creative and media agencies to ensure correct contractual set-up and strong working relationships to deliver world class creative output.
• Manage the media agency with prudence, to ensure a best possible value-for-money advertising plan.
• Annually review media planning and buying with the agency and international.

Product and Packaging Innovation

• Leads and manages solid product launches together with sales, finance and other marketing functions and acts as the key contact for Red Bull HQ.
• Understand which packaging solution addresses country-specific needs, as well as leads and manages the launch proposal.
• Collects all learnings to share locally and with International HQ.

General Management

• Supports the Marketing Manager to develop and implement the annual business plan.
• Prepares, together with the Marketing Manager, the annual plan and financial budgets/P&L in co-operation with the marketing and sales team.
• Manages and maintains the agreed budget.

Consumer Collecting Program Management

• Set clear goals to drive trial that engages new users (e.g. freshmen & women) and expands the consumer base within universities in your region.
• Communicate clear expectations and guidelines for SMs to effectively plan and deliver on infusing Red Bull into student life during key moments (study, sport, party, etc.), using a “from students for students” approach to create a credible brand image within universities and win students as loyal Red Bull consumers.
• Ensure the SM program has a strong sales support program in place to drive distribution and stimulate sales, excite the trade and improve in store visibility in and around university.
• Work with your SMs to create exciting and relevant university initiatives that build brand and can love among students.
• Manage SM requests externally and internally, ensuring these sit with the wider priorities.
• Use program tools and reporting features to steer an effective program focused on the right student groups and keeping a good balance among business priorities.

REQUIREMENTS:

• 2+ years of marketing experience
• FMCG brand marketing skills, knowledge and experience.
• Clear understanding of competitor activity and consumer behaviour in a brand and FMCG context.
• Generate consumer insights and translate them in to successful brand initiatives.
• Implement the business strategy successfully, while managing associated changes and people processes.
• Strong analytical ability and commercial acumen to understand financial statements and market trends.
• Effective negotiation and interpersonal skills.
• High standard of integrity with a passion for the brand and commitment to Red Bull values.
• An entrepreneurial "can-do" attitude facilitated by continuous learning and application of appropriate "best practices".
• Ability to focus and follow through on priorities and deliver quality results.
• Proactive, self-motivated, resilient.
• University degree
• Fluent in English