On Premise Key Account Marketing Specialist

The role of On Premise Marketing is to lead the channel marketing strategy with the aim to position Red Bull as the #1 brand for the consumer and Key account customers. The Key account marketing specialist implements the On Premise marketing strategy within Key Accounts (National Casual Dining, Lodging, Casual Dining, LSR, Recreation and Catering customers), delivering leading marketing programs that secure new business opportunities, whilst expanding distribution, execution and driving demand. The Key account marketing specialist does so by working to understand the business objectives of each of our Key Accounts customers and builds strong direct connections with their marketing and operations teams. Therefore the Key account marketing specialist is a strong collaborator, interfacing with all key stakeholders to maximise impact and leverage of major On Premise image and consumption driving initiatives. The Key account marketing specialist trains the On Premise Field team in all new OnP marketing tools and concepts, ensuring increased availability, visibility and activation of Red Bull at the POS. The Key account marketing specialist is a key contributor to the annual OnP Marketing business plan, deriving actionable insights & developing strategies

The key functions of the role are:

• Collaborate with wider team (KAMs, ROPMs, Culture, RBMN & Brand teams) to bring to life the Red Bull brand image through the National On premise by creating unique events and concepts.

• Consumer – Create and manage through to delivery engaging consumer concepts by working closely with the Head of OnP Marketing and sales team to identify opportunities for the brand.

• Industry – Build sales engagement tools to drive relationships with owners, decision makers and staff.

• Create Sales tools & Presentations that use research & insight to highlight the role of energy drinks and give the KAM team the necessary support to sell in concepts.

• Ensuring Executional Excellence within the Key Accounts channels 

RESPONSIBILITIES

Areas that play to your strengths

All the responsibilities we'll trust you with:

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• Consumer Marketing Concepts

  • Create, develop, and implement On Premise marketing activities across National Key Accounts customers

  • Manage the creation and delivery of marketing activities and understand customer requirements to maximize impact

  • Ensure programs support goals of securing new business, driving demand and expanding execution within existing accounts

  • Align relevant national accounts with important wider business 360 marketing opportunities

• Build the brand in National On-Premise Key Accounts’ outlets

  • Uphold brand standards across all activations

  • Integrate national brand activation calendar into the channels

  • Coordinate with the wider On Premise Marketing team and brand to develop account messaging strategy that aligns with the company programs

  • Be the expert in Red Bull marketing opportunities and projects for customer partners

  • Development of activation plans and toolkits for selected key customers to drive distribution and volume by ensuring we look like number 1 & win vs competition

• Leading the Key Accounts Execution and Activation Strategy

  • Translate global execution and activation guidelines with local relevant insights and facts.

  • Support, train and coach the On Premise field team in perfect execution and activation of accounts and events.

  • Lead national consumption activation calendar and creative strategy.

  • Collaborate with creative partners on tailor made solutions for top customers.

• Industry Marketing Concepts

  • Support in the development and delivery of an industry leading staff engagement platform that targets decision makers, managers and frontline staff with sales strategies, training and incentives to make Red Bull the No. 1 brand they want to work with.

  • Create tools and systems to track & measure the channel impact of key initiatives and evolve plan to maximize investment.

  • Manage channel incentives from start to finish engaging customers in WORB events helping to set sales KPIs for activity and relevant measurement tools to track results.

  • Manage and oversee all performance drives within National Key Accounts Universe

• Represent Red Bull Marketing in Customer meetings and Planning sessions

  • Be the expert in Red Bull marketing opportunities and projects for customer partners

  •Work with marketing counterparts both at customer level (eg Marketing heads, Marketing Managers) and Red Bull Internal (e.g. Sports, Gaming, Culture and Brand for account programming integration)

  • Understand consumer needs and align with Red Bull Brand and On Premise strategic priorities

  • Represent the brand to promote business opportunities

  • Combine the On Premise strategy and marketing programs to activate National Key Accounts at scale

• Insights

  • Set KPI’s for channel marketing activity tracking & reporting effectiveness and making recommendations on how to improve ROI.

  • Manage case study reporting for the channel monitoring updates monthly and supplying updates to the on key insights and impact of key activity.

  • Support on the implementation of category management capabilities in the On Premise department for Catering and QSR

  • Developing compelling selling in PPT based on key Insights (Consumer and Industry)

  • Uncover important Key Account relevant On Premise trends and opportunities and develop marketing solutions

• Agencies

  • Work with 3rd party suppliers managing creative, development and delivery of marketing concepts / tools.

  • Work with research, auditing and insight providers & translate findings to actionable insight for the wider team (KAMs, Musketeers, Musketeer Scouts & DPMs)

EXPERIENCE

Your areas of knowledge and expertise

that matter most for this role:

• University – Bachelor’s degree preferred (business, marketing or similar).
• 2+ years’ experience Key Account management / customer marketing.
• Excellent communication, organizational and presentation skills
• History of developing successful marketing programs
• Thrive in fast paced environment and maintain high pressure situations with composure
• Experience presenting in customer meetings
• Strategic and exceptionally Creative mind
• Experience using insights to inspire actions
• Knowledge of the On Premise industry and trade are required
• Passion for establishing new business partnerships 

• Travel 20-30%