Director, Initiatives

The Director of Beverage Initiatives is responsible for driving Red Bull's growth by ensuring that we have the appropriate products in the right channels, available at opportune moments to profitably expand the brand. This position involves collaboration with cross-functional teams and is tasked with managing the Red Bull product portfolio. The Director will identify gaps and opportunities by analyzing consumer trends, sales data, and retailer feedback, and work with cross-functional partners and headquarters to develop solutions for those gaps. They will also implement these solutions through product development and comprehensive marketing campaigns when applicable. Additionally, this role contributes to shaping the brand’s product portfolio across the United States and manages the team necessary to support this initiative, ultimately driving profitable growth for the organization.

RESPONSIBILITIES

Areas that play to your strengths

All the responsibilities we'll trust you with:

• WINNING PORTFOLIO STRATEGY

  Support the annual business plan strategy and focus on priorities and innovative activation tactics to enhance our brand and portfolio relevance, increase awareness and encourage trials that ultimately boost consumption.

  Assist in developing the portfolio strategy and ensure we offer the appropriate products for the U.S. market, including national items, limited-time offers, and retailer-specific products.

  Maintain a collaborative relationship with the HQ Beverage Initiatives team to align objectives, priorities, and innovative activation strategies between the US operation and headquarters.

  Oversee product assortment through SKU rationalization and prioritization to optimize shelf efficiency and performance.

  Establish major guidelines and timelines for creating launch plans and testing scenarios that enhance awareness and trial of Red Bull’s product portfolio.

  Collaborate with a cross-functional team to advance the SKU commercialization process from conception to execution.

• CHANNEL SPECIFIC PORTFOLIO STRATEGY

  Recommend optimal assortment strategy and product focus by retail channel segment.

  Assist with the marketing strategy and communication of tactics tailored for specific channels, supporting the variety of products in the portfolio.

  Support the strategy for the design architecture of packs tailored to individual channels and customers, ensuring alignment with Headquarters Beverage Initiatives.

• BEVERAGE INITIATIVES IMPACT ACROSS ORGANIZATION

  Act as the representative for the portfolio across various functions to ensure the brand is successfully represented in all aspects of the business, including:

  • Overarching Portfolio Strategy
  • Prioritization of the portfolio and SKUs
  • Annual process for planograms, including displays
  • Planning for production and allocation

  Create internal sales tools to guarantee a comprehensive understanding of portfolio strategy throughout the organization.

• INSIGHTS COLLABORATION AND ALIGNMENT

  Analyze and interpret consumer and shopper insights from various internal and external sources to propel the business forward. This role demands a high degree of cross-functional collaboration across Consumer Insights, Category Insights, and Sales, with the expectation that this position will lead such cross-collaboration.

  Monitor the category closely, with a strong emphasis on competition, oversee competitive analyses conducted by the team, and disseminate findings throughout the entire organization.

• NEW PRODUCT LAUNCH MARKETING PLANNING

  Assist with planning, development, and cross-functional alignment for comprehensive 360 marketing strategies for all product-focused campaigns throughout the year.

  Utilize insights to create strategic documents and campaign briefs that guide the development in all other cross-functional departments.

  Support campaign development and coordinate share-outs across various functions with key stakeholders to ensure cohesive plan development across departments.

  Provide guidance, clear expectations, and operational support to Region Brand Teams to make new product launches well-known through localized marketing initiatives. Monitor performance and best practices to continually improve regional activations.

  Responsible for creating summaries of all product-driven campaigns; lead a cross-functional team in analyzing campaign performance across operations, marketing, sales, and distribution, delivering insights and future recommendations to leadership teams.

• LEADERSHIP & COACHING

  Offers proactive coaching, feedback, and developmental support to direct reports through bi-annual performance reviews and regular check-ins.

  Identifies opportunities for expanding the team's and individuals' scope of influence within the RBNA organization.

  Cultivates a culture of Diversity and Inclusion while promoting the Red Bull Leadership Code and values.

  Acts as the primary coordinator for key cross-functional relationships for the Beverage Initiatives team.

EXPERIENCE

Your areas of knowledge and expertise

that matter most for this role:

• 10+ years marketing experience
• Excellent communication and presentation skills are essential.
• Highly organized with the ability to effectively manage timelines and objectives.
• A strategic thinker who is passionate about achieving long-term success through a hands-on, solution-oriented approach.
• Self-motivated, self-directed, flexible, and able to work under pressure in a fast-paced environment.
• Experience in supporting and facilitating cross-functional projects across sales and marketing.
• Analytical background with the ability to analyze complex trends and data.
• Proficient in managing external partners to ensure high-quality execution.
• Extremely proficient in Microsoft Excel and PowerPoint.

• Travel 10-20%
• Permanent
• Benefits eligible