Company Description
The Head of Creator Marketing will increase Red Bull’s brand awareness, product relevance and consumer trust by building a best in class roster of influential social creators who act as brand and product advocates and help Red Bull win versus competition, find new users and become the number 1 beverage brand in Canada.
As the Head of Creator Marketing, you will identify and build relationships with social creators who align with our brand and product offerings. You will build out mutually beneficial outcomes and develop unique projects or collaborations with the main goal of building everyday relevance and overall awareness of Red Bull to their audiences via their channels in an authentic and meaningful way. You must source and develop a variety of networks in different playgrounds and occasions, and work with various parts of the business to make this happen. You will also ensure a consistent approach to Creator marketing across the business and be the key program owner for the topic within Red Bull Canada.
You will additionally drive reach through brand partnerships with like-minded brands and synergistic partnerships including, but not limited to, mutual brand partners to Red Bull athletes, Red Bull creators, Red Bull owned and operated events, third-party events sponsored by Red Bull, non-competitive brands with high relevance to Red Bull’s key demographics. In this capacity, you will identify key targets, build relationships, broker content co-production and co-distribution partnerships, and facilitate connections to Red Bull’s Event Marketing team for event sponsorship where applicable.
Job Description
OWN AND DEVELOP STRATEGIC DIRECTION FOR CREATOR MARKETING
Define goals and holistic assessment guidelines for working with creators.
Educate the business on the role of Creator Marketing and the different approach and stakeholders, be the key contact for training and management of this program.
Collaborate with international stakeholders to encourage learning exchange, share best practices and provide an understanding of the Canadian landscape within context of creators.
Identify key external partners or agencies to support with Creator Marketing and engage where appropriate.
In line with annual business planning develop a cross functional approach for Creator Marketing which supports wider business goals.
OPINION LEADER PROGRAM EXECUTION WITH EXCELLENCE AND CAREFUL SELECTION
Identify and develop direct relationships with Creators whose organic reach can add value to the business across a variety of key playgrounds, to support us in building brand and product trust.
Work cross functionally to develop creator strategies across projects that help to achieve Red Bull Canada business objectives and brand reach.
Represent the brand in an authentic manner and take the time to understand what each creator’s interests are --- what their goals and where they want to go while building a genuine connection and relationship.
Help to widen the understanding of Red Bull products, their functions, usage and benefits through credible communication and tools.
Work with Product Expert to overcome product barriers and ensure creators are true product ambassadors, be confident to walk away where not.
Lead and execute a strong hospitality program with key creators that is suitable for their passions and interests and has a business benefit.
Ensure a wide variety and diversity of creators are in our networks and managed according to our brand values, ensure we have reach into all key business playgrounds and consumption occassions and show versatility, as well as reflect the diversity of Red Bull’s current and aspirational audience/consumer base in Canada.
Ensure reach of the program is to our key business focuses, primarily to grow organic earned reach among our target demos and deliver improvements in product understanding and trust.
KEY AND PAID CREATOR PROGRAM MANAGEMENT
Oversee the identification, prospecting, onboarding and execution of Key National Creators and Paid Creators.
Build compelling business cases around creators for Global approval.
Work with our in-house legal team and global HQ to craft contracts for approved paid creators that balance Red Bull’s unique ways of working with industry standards within the Creator Marketing industry.
Oversee contract negotiations with talent agencies, creator management and creators, to ensure mutually beneficial and advantageous solutions are found.
BRAND PARTNERSHIPS
Identify brand partner prospects whose audience reach and engagement is complimentary and advantageous for Red Bull Canada’s marketing objectives.
Prospect brand partners by looking at existing partners of Red Bull athletes, Red Bull creators, Red Bull owned and operated events, third-party events sponsored by Red Bull, non-competitive brands with high relevance to Red Bull’s key demographics.
Build business cases for brand partner approval with Head of Media Network, Media Network and Marketing Leadership.
Host, pitch and develop relationships with key points of contact at prospect Brand Partners.
Build relationships, broker content co-production and co-distribution partnerships, and facilitate connections to Red Bull’s Event Marketing team for event sponsorship where applicable.
Develop mutually-beneficial partnerships and oversee contracting (where necessary) with Red Bull legal team and counterpart’s legal.
GENERAL BUSINESS OPERATIONS
Refine the existing management & reporting tools and monitoring approaches for all creators and ensure our company wide approach is effective and efficient. Constantly evolve this process and share learnings and coaching with other team members.
Actively report and present learnings and successes to different business stakeholders, focusing on product trust and ROI of our investments.
Be an active member of project groups to drive strategic & creative thinking towards key business priorities when it comes to building product understanding & trust.
Accurate budget management & commercial business case development.
Lead all onboarding and training around Creator Marketing across the organization.
Respond to consumer requests related to creators where appropriate.
Support development of annual Red Bull Canada marketing business plan.
Be a role model and leader to wider marketing team members.
Qualifications
8+ years experience working with social media influencers/creators or other high profile talent, ideally within the Entertainment, Sport or Media industries.
Very equipped to build relations in a variety of playgrounds – open to meeting new people and networking.
People management experience is preferred.
Works with passion and motivates others around them.
Demonstrated presentation skills & negotiation skills.
Experience in working cross functionally with both marketing and sales.
A strong creative background with demonstration in bringing ideas to life.
Experience in working with, negotiating & evaluating agencies.
Strong communication, writing & diplomatic skills.
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 & application of ‘best practices’.
Ability to focus and follow through on priorities and deliver quality results.
University degree in Marketing or PR preferred.
Additional Information
Red Bull Canada is committed to treating all people in a way that allows them to maintain their dignity and independence. We believe in integration and equal opportunity. Accommodations are available throughout the recruitment process and applicants with a disability may request to be accommodated throughout the recruitment process. We will work with all applicants to accommodate their individual accessibility needs.
