Field Marketing Specialist (Almaty)

Компания "Ред Булл Казахстан"

The Field Marketing Specialist (FMS) supports the Marketing Manager (MM) in building the local face of Red Bull in their field in the most relevant way and in line with the global and national strategies and priorities. They work with the MM to build strong local networks including opinion-leaders and key influencers both online (social media) and offline. They help to create and implement marketing initiatives in the four key pillars of the marketing mix (Consumer Collecting, Sports, Culture and Communications) leveraging On Premise, Off Premise and New Business opportunities and encompassing local needs and specificities and therefore impacting the heart of local consumers, ultimately leading to the successful development of the business. The FMS is constantly out ‘in the field’ to make things happen, this is not an ‘office’ job. Depending on their profiles and the needs of the region, FMS responsibilities vary considerably.

RESPONSIBILITIES

Strategic Direction and Rightness of Brand Priorities
• Work closely with the MM on the implementation of the field strategy and on defining ideas and programs to build brand image and increase understanding of the product functionality on a local level.
• Successfully execute program fundamentals in a truly tailored way, seizing opportunities to implement proven best practices where they suit local needs.
• Drive consumer trial through activities in line with brand values, international guidelines and expectations to win consumers.
• Drive relevance across a variety of consumption occasions and moments of need through tailored messaging, amplification of occasion campaigns and activating the right big moments in the region.
• Work cross functionally, managing internal & external requests in line with regional priorities.
• Consumer Collecting Program Management:
University
Set clear goals together with the MM 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 Student Marketeers 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 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 team to create exciting and relevant university initiatives that build brand and can love among students.
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.

Sampling
Set clear goals and program balance together with the MM to drive trial that engages new users, offering the right product mix to expand the consumer base and the right business priority split to seize all opportunities in your region.
Communicate clear expectations and guidelines to your team in order to achieve targets successfully in driving trial.
Ensure sales support is a core part of the program, with the right balance of missions focused towards driving distribution, stimulating sales, exciting the trade and improving in store visibility in all On & Off Premise and New Business channels. Work cross-functionally with counterparts on an effective plan, which is delivered.
Coach and empower each team member in the planning process for a constant flow of fresh mission ideas to grow user base.
Manage sampling requests externally and internally, ensuring these sit with the wider priorities.
Use program tools and reporting features to track performance, find opportunities for improving targeting and other important strategic input (e.g. consumer perceptions), which will help to drive a smarter program.

Premium Appeal and Executional Excellence
• Spend time in the field with Student Marketers, coaching them on the job in order to have excellence in program execution that is successfully building brand and can love.
• Activate national and international best practices in & around universities encompassing the core program objectives.
• Ensure effective Student Marketeers interactions to drive positive trial with consumers, overcoming barriers & negative perceptions when needed.
• Ensure Student Marketeers have the required skills to conduct sales support activities thanks to great training tools like Ace of Sales.
• Incorporate Indirect Sampling initiatives into the plan to broaden reach in occasions which are difficult to reach and where we can surprise our consumers.

Marketing Innovation
• Support the marketing team in developing, owning and executing new ideas that are locally relevant complementing the activation of global and national initiatives.
• Based on the knowledge and understanding of the region, help come up with digital and social media initiatives as an integral part of success in field activities.
• Identify and selectively support cross-marketing (with sales, marketing & Red Bull Media House) opportunities with integrated 360 plans that fit the needs of the region.
• Lead the creative process with Student Marketeers to ensure a constant flow of new ideas to build loyalty within the student audience.
• Understand the consumer landscape and how to approach and reach a variety of consumers in different consumption occasions and relevant ways through direct and indirect sampling.
• Participate in the creation of new and exciting local relevant stories to create a local face, with extended relevance and consumer touch points in print, TV and web.

Organizational Capabilities and Enabling Structure

• Implement and uphold the national recruitment, on-boarding and training module for consistency.
• Source and hire with no compromise Student Marketeers who are brand fit, with the right skills & attitude towards all business priorities.
• Set every new hire up for success with a dedicated and consistent onboarding process.
• Train and lead SBMs and Wings with an ‘empowerment’ approach so they take ownership of their own targets that impact the business and give opportunities for development to the ‘top’ shining stars.
• Lead and inspire the team by sharing the strategy and explaining how they fit into it, coaching on the job and inspiring them to focus on building brand and can love in their programs.
• Maintain a growth environment and coach Student Marketeers towards development.
• Plan and conduct regular brainstorming, planning sessions, team building activities and navigations.
• Identify and nurture Shining Stars for the potential space-to-shine opportunity.
• Work cross-functionally with HR & Legal to manage administrative tasks related to team employment (legal, contracts, payroll, etc.).

EXPERIENCE

Understand the core scenes in the region and have strong networking skills.
Have already built and sustained personal relationships in local scenes (e.g. University, Culture, Sports, etc.).
Ideally, the first experience in leading field teams and managing people.

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