The Manager, Brand Activation - Influencers will be play a key role with the team’s efforts to develop strategy to execute consumer and influencer engagement around Brand Marketing initiatives (new product launches, consumption occasion campaigns, collegiate marketing projects, cross marketing programs and consumer activations). The role reports to the Director, Activation & Communications - Brand and will collaborate closely with the Brand Marketing team, and Brand Activation and Communications Managers in our business units (BUs). With the objective of driving product consumption, brand trust and relevance, the role is responsible for national Brand influencer strategy, tools, guidelines and select execution on Brand related influencer campaign elements. (S)he will be a key contributor to the Brand team and steward a close relationship (internally and externally) to benefit the entire Activation & Communications department and organization.
KEY RESPONSIBILITIES
Brand Influencer Strategy
Develop National Brand influencer strategy for the US (understanding that athletes sit with the Sports team and artists sit with the Culture team)
Create tools to educate the field on how to create and maintain relationships with non-branded influencers with regards to the beverage business
Create guidelines and share best practices with regards to influencer-focused campaign elements (Influencer dinners, etc)
Help Red Bull stay relevant and innovative in the brand’s use of influencer tactics
Review and maintain national product shipping list in strong collaboration with the field
Create best practice documents around influencer can integration, product photo integration, etc
Knowledgeable on industry and emerging trends within the digital, social and influencer spheres
Brand Influencer Campaigns
Execute influencer element of HQ-lead national Brand campaigns to authentically amplify the Brand message to maximize reach and relevancy with Red Bull’s target consumers
Create Activation & Communications campaigns that leverage influencers in support of Brand Marketing initiatives
Innovate how we tell Brand stories with new and innovative formats to keep up with audience preferences
Identify and manage influencer-focused opportunities across key cultural moments
Influencer Relationships and Management
Cultivate and maintain key relationships with Brand influencers
Develop consumption-focused story and media content from and for the Brand influencers network
Identify opportunities to integrate relevant Brand influencers into the key Brand initiatives, and in parallel identify opportunities with influencers to authentically amplify new products
Oversee communication and overall process to activate initiatives via influencer’s personal social and digital channels
Utilizing the latest tools and general expertise, support the development and execution of social media focused influencer training sessions for key Brand influencers
Opinion Leader Kit Management
Manage OL kit production for National product launches and special packs, in strong collaboration with teammates and the Brand team
Collate and create best practices and tools to share with the field and business units
Share innovation and industry trends within influencer mailers
General Management:
Maintain systems to track, optimize and forecast campaign successes
Identify success metrics, set-up campaign reporting and optimization cadence and apply learnings from previous / similar campaigns
Produce plan and recap presentations that will be shared among key stakeholders
Co-manage day-to-day product communication with GRACE Entertainment Agency
Influencer experience: minimum 5 years required with high profile brands or agency account management
Candidate should possess a strong sense of urgency, be excited about innovation, strategic about calculated risk tasking and maintain a high level of integrity
Proven success creating and executing innovative campaigns for consumer products
Ability to work autonomously while understanding global nature of the brand
Capable of cultivating a strong collaborative environment across regions and functions
Track record of delivering results against tight deadlines
Exceptional communication skills, including written, verbal and presentations.
Strong planning, prioritization and project management competencies
Creative thinker and innovator; in touch with digital, culture, trends, etc.
Able to travel as needed; work flexible hours/days of week and weekends