Manager, Shopper - Military/specialty

The Shopper Marketing Manager, Military, Specialty & Business Development is responsible for driving the Channel Strategies defined by the Sr. Manager and executing Red Bull´s Shopper Marketing programming in the Military and Specialty customers, as well as support the Business Development team with winning new customers. This person will lead the execution of on-brand Shopper Marketing initiatives that; meet shopper’s needs while delivering on both brand and customer priorities. Using insights to turn Shoppers into Buyers, the Shopper Marketing Manager will be responsible for collaborating with Sr. Manager to develop programs that range from turnkey channel initiatives to custom retailer-driven shopper activations, each in a way that strategically aligns brand and retailer objectives and ideally uniquely differentiates Red Bull with retailers and shoppers. Simply put, the role sets Red Bull up to win in the multi-channel team by expanding brand impact and generating revenue driving solutions to retail challenges.

BUILD THE BRAND AT RETAIL

Development and execution of Shopper Marketing programming; generic, retailer, and Red Bull voiced

Brief internal and external media teams and agencies and develops all program creative adhering to Red Bull brand standards

Translates Brand assets and initiatives into winning Shopper Marketing programs

Briefs creative and impactful messaging relevant to Military and Specialty Retail landscape

Coordinates with cross functional teams for in-store visibility/POS item development and delivery

Seeks out inputs and support from cross functional stakeholders in guaranteeing that consumers perceive Red Bull as a prevalent, relevant, premium Product & Brand

DEVELOP AND EXECUTE PREMIUM RETAIL PROGRAMS

Executes customer-specific strategic approaches and annual programming for Military & Specialty Customers, aligning with organizational goals and customer needs

Full ownership of programming execution for Military & Specialty customers, ensuring seamless implementation of marketing initiatives and campaigns

Develops and Executes Channel & Customer’s full suite of programming; from turn-key & scalable to breakthrough & innovative; selling materials; program launch and recap resources to the organization

Generate comprehensive programming recaps, highlighting key performance metrics, insights, and recommendations for optimization

Collaborate with internal stakeholders and external partners to align on executional strategies and deliverables, driving accountability and achieving desired outcomes

Coordinate with internal teams to address executional challenges, optimize workflows, and drive continuous improvement in operational efficiency and effectiveness

Leverages consumer and shopper insights to identify and trends and opportunities that will shape the future state of Military & Specialty Shopper Marketing

MAXIMIZE REACH, PURCHASE POTENTIAL AND ROI

Manages multi-prong measurement approach at Military & Specialty customers including custom Deep Dive research, holistic program recaps, Shopper Spotlight share-outs, After Action Reviews and Annual Learning Plans

Analyze retail program performance metrics and consumer behavior data to identify opportunities for optimization and increased reach

Collaborate with cross-functional teams to develop and implement strategies aimed at maximizing the purchase potential of retail programs, aligning with brand priorities, sales objectives and customer preferences

Evaluate the return on investment (ROI) of retail programs through rigorous analysis of sales data, cost-effectiveness, brand objectives, and market trends, recommending adjustments as needed to enhance

Continuously explore innovative approaches and emerging trends in retail marketing to stay ahead of the competition and drive greater reach and engagement

Develop and maintain relationships with retail partners to leverage their expertise and resources in enhancing the effectiveness and reach of retail programs

Implement tracking mechanisms and performance measurement tools to monitor the reach and impact of retail programs, providing regular reports and insights to senior management for informed decision-making

Ensure seamless alignment with key internal stakeholders and consistency of messaging across all initiatives

Intimately familiar with customer’s Shopper Marketing capabilities and vendor partners best equipped to deliver on joint business objectives

CUSTOMER VENDOR & AGENCY MANAGEMENT

Serve as the primary liaison for Customer vendors and executional agencies

Manage relationships with vendors and external partners, overseeing contract negotiations, performance evaluations, and deliverable quality

Coordinate cross-functional project teams to execute initiatives on time and within budget, ensuring clear communication, resource allocation, and milestone tracking

Monitor vendor performance metrics and KPIs, proactively addressing issues and implementing corrective actions as needed to maintain service excellence and achieve business goals

WIN WITHIN BUSINESS DEVELOPMENT

Leverage customer research/insights to identify brand and retailer synergies

Identify brand assets and marketing activations that can be used to drive excitement and relevance within new customers

Ensure consistency and brand compliance across all proposed brand and marketing activation assets, working within established brand guidelines and standards

Maintain and update business development playbook and sell sheets for retail segments

EXPERIENCE Your areas of knowledge and expertise

that matter most for this role:

• 2-3 years of experience in CPG environment, ideally within Sales, Brand or Shopper Marketing
• Field experience is a plus
• Strong project management, solution orientation and cross-functional collaboration skills – ability to organize, prioritize and deliver on time
• Strategic and intellectually curious, with track record of up-leveling projects to maximize success
• Ability to drive insights into action
• Excellent written and oral communication skills
• Bachelor’s Degree preferred