PURPOSE OF THIS JOB
The Brand Manager, Insights & Product position is responsible for driving product strategy and consumer insights initiatives across the organization. The ideal candidate will have a proven track record of launching products that drive brand love and will be poised to become the “consumer expert”, acting as a key contributor to the annual marketing strategy and broader business priorities for Red Bull Canada.
The position will be a leader in data analysis, insights storytelling, people management (vendor and agency) and working cross-functionally to deliver results that represent the consumer. This role will help support the vision of the Marketing team and be instrumental in organization-wide growth and innovation.
MAJOR ACTIVITIES TO ENSURE ACHIEVEMENT OF KEY RESULTS AND DELIVERABLES
PRODUCT STRATEGY & NEW INITIATIVES
Support the annual product strategy and go-to-market plan for new product initiatives at Red Bull Canada
Lead the workflow for the product life cycle across internal systems to ensure successful product launch & transitions in collaboration with the cross functional team (sales, distribution, marketing, finance, operations)
Lead the distribution of tracking tools and performance reporting to key stakeholders throughout the product life cycle including; brand health, sales performance (Neilsen), and distribution tracking.
Execute the annual product marketing plan in collaboration with key specialists (sports, culture, communications, consumer collecting, field marketing & Red Bull Media Network) to grow brand health across all key touchpoints
Work collaboratively with the sales team to align on retail customer needs and consumers needs that will influence the annual product strategy.
Establish a relationship with the Red Bull HQ Product team to align on the annual product strategy, identify new opportunities, and share best practices
CONSUMER INSIGHTS & MARKET RESEARCH
Lead the development, execution, and analysis of all consumer research and insights for Red Bull Canada
Lead the annual Trial & Awareness study in collaboration with Red Bull HQ Insights team (and local vendor), and own the distribution of brand heath analysis and scorecard on a quarterly basis
Act as the consumer insights expert to the broader marketing team to share brand health/key insights and identify opportunities to support other specialist areas (sport, culture, communications, consumer collecting & field marketing)
Shape the vision for “doing research the Red Bull way” by experimenting with new approaches/methodologies and getting close to consumers in completely unique ways
TEAM STRATEGY & PLANNING
Work collaboratively across the organization (i.e. brand marketing, field marketing, sports, culture, communications, sales) to deliver insights in different ways for different audiences
Partner with other insights functions (e.g. shopper insights, audience/social insights) as a collaborator and “dot connector” who bridges many teams and insights together
KNOWLEDGE, SKILLS AND EXPERIENCE
5(+) years experience in Brand Marketing, ideally with lifestyle brand experience
Proven track record with leading cross-functional teams; driving a product strategy through the full life-cycle and engaging all key stakeholders along the way
Must have experience managing external research vendors & creative agencies – leading the process from brief to execution
Proficiency in the art and science of insights—equally comfortable in the worlds of data analysis and creative storytelling
Deep experience across a wide range of quantitative and qualitative research at every level of the process—research design, vendor management, questionnaire development, data analysis, reporting and presenting
Experience in translating data into compelling, visual stories that speak to diverse audiences (senior leadership, research novices, unconventional marketers, etc.)
Excellent presentation skills—in everything from an intimate 5-person meeting or one-on-one with a senior executive to a room of 100
Thrive in a fast-paced environment where being a self-starter who can manage many simultaneous projects with keen attention to detail—while also figuring out what’s next and what’s needed—is a must
Expert in PowerPoint and Excel
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