The Head of Brand is central to many initiatives across our company and influences all consumer facing activity from Red Bull. It’s a role for an experienced, creative, strategically minded and rounded marketer with the ability to influence others through collaboration and compelling insights and ideas. The role requires someone who can work with many teams with different objectives and balance cooperation and flexibility with the authority to make decisions in the best interest of the brand. Red Bull has a colourful and varied marketing mix and this is a role that will be involved in all facets, therefore requiring a good understanding of all marketing tools and the ability to influence others to shape and guide our brand in the directions it needs to move.
You’ll work closely with the Marketing Director to contribute to the full year business plan for the department and wider company, creating compelling insights from research and turning them into strategies through your work with the Insights & Strategy Manager on your team to then turn these strategies into ideas and plans.
You’ll use your broad experience of different marketing projects and communications channels to work with your peers in the marketing department and beyond, socialise the insights, guide and amplify their activity in Sport, Culture, Social Innovation and content produced and published by Red Bull Media House, as well as planning with our Comms team to ensure a consistent, relevant and effective message is delivered in our campaigns.
Understand what our brand stands for, how we should communicate and what the strategy for the future growth of our brand should be.
Work with every team in the company and demonstrating leadership and vision for the future of the brand. You’ll be expected to work with many teams in a collaborative but influential way and help to steer the perception of our brand and the growth of our product sales.
Advertising and Campaigns
The Head of Brand manages the Head of Advertising and devises the brand plan on all bought media in line with global strategies and best practice but in the way that works best in the UK. You’ll also work with brand managers to create and deliver national initiatives that engage consumers and come to life in campaigns, packaging and POS.
Manage global advertising assets such as our classic cartoon campaign or global event campaigns to deliver them with optimum relevance and impact in the UK, often working with our global creative agency.
Create new advertising campaigns for events, initiatives and products often working directly with producers and designers and using your own experience and creative ability to deliver big campaigns without a typical agency set-up.
Work to different objectives with different campaigns – e.g. selling out a stadium one month, launching a new drink the next and recruiting participants for a sporting event the month after that, all delivering overall brand growth for Red Bull.
Work with the Head of Advertising in your team to develop and implement strategies to improve media performance and a full year media plan that works hard for the brand and review media planning and buying with the agency and international team.
Promote content created by Red Bull Media House, designed to grow our reach and improve brand perception through articles and video content that inspires and enables our audience with their goals.
Manage the team responsible for our Student Marketing Programme, including the famous Red Bull Wings Team (think Red Bull Mini Coopers with an enormous can on top) and Student Brand Managers located in campuses all across the country.
Product and Packaging
Lead and manage product launches together with sales, finance and other marketing functions and act as the key contact for Red Bull HQ
Understand which packaging solution addresses country-specific needs, as well as leading and managing the launch proposal
Communicate our product facts and benefits in effective ways through the right channels and for appropriate audiences, working with the Product Expert in your team to ensure the right compliance and factual evidence is used.
Lead a team that is responsible for ensuring our brand purpose and identity is delivered across the company, creating a marketing strategy to grow our brand and consumption of our products and delivering marketing initiatives that bring this to life for millions of people across the UK.
Train and support marketing peers as well as on/off premise and trade marketing with their projects to ensure our brand is used in the right way.
Build and provide training on new cross-functional tools, such as guidance on our purpose, education on our product or information on our brand positioning.
Work closely with the Marketing Director, regional team and International HQ specialists to share learnings, best practices, to align plans, share latest updates and insights.
Lead the development of new creative and new ideas, with a good understanding of how people in the UK will think, feel and act based on what they see or hear from Red Bull.
Support the Marketing Director to develop and implement the annual business plan across all marketing activity.
Prepare, together with the Marketing Director, the annual plan and financial budgets/P&L in co-operation with the marketing and sales team.
Manage and maintain the agreed Brand budget with responsibility and accuracy.
Work cross functionally with sales and category teams to build joint plans and ensures excellence of execution through the line, influencing and helping to shape their plans to for our brand and for our consumers.
Be a key member of UK management team, supporting on building and embedding UK values and delivering improved team engagement.
Be the UK contact for the International Red Bull Brand Team, taking on board their direction and guidance and representing the UK for international approvals or initiatives that require their input and support.
Extensive experience in marketing roles for major/admired brands.
FMCG brand marketing skills, knowledge and experience.
Clear understanding of competitor activity and consumer behaviour in a brand and FMCG context.
Generates consumer insights and translates them into successful brand initiatives.
Implements the business strategy successfully, while managing associated changes and people processes.
Strong analytical ability and commercial acumen to understand financial statements and market trends.
Great understanding of brand creative and how to effectively deliver messaging with national reach through many different consumer touchpoints.
3+ years team management experience, ideally with senior individuals with different specialisms.
Effective negotiation and interpersonal skills and strong upward management skills, especially in working with counterparts from other countries.
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.
We value experience over formal education.
Fluent in written and spoken English.
Travel up to: 10%