Brand Manager, Product & Insights

Company Description

The Brand Manager, Product & Insights position is responsible for driving Red Bull growth through ensuring we have deep consumer insights to offer the right products in the right channels, available at the right moments of need, to profitably grow the brand. The ideal candidate will have a proven track record of launching products that drive brand love and commercial impact. They will be poised to become the “consumer expert”, acting as a key driver of the annual marketing strategy and broader business priorities for Red Bull Canada. 

The position will be a leader in consumer data analysis, portfolio management, insights storytelling, people management, and working cross-functionally, and with external partners and customers, to deliver results that represent the Canadian consumer. This role will help drive vision of the Marketing team and be instrumental in organization-wide growth and innovation.

Job Description

PROVIDE PRODUCT STRATEGY & COMMERCIAL RESULTS

Owns annual business plan strategy, priorities and innovative activation tactics within Canadian Brand, Global Brand, and cross-functional Sales & Operations teams.

Develops the annual business strategy and is responsible from ideation through execution for each new SKU within the portfolio, including all national items, Limited time offers, and retailer-specific products.

Oversees the commercialization process from inception to post-analysis and reporting to deliver learnings and recommendations to leadership team, ensuring annual volume growth.

Drive impact across the organization by leading cross functional portfolio needs; includes supporting on forecasting and volume projections, to planogram development and operational timeline management.

Develop all consumer-facing messaging, inclusive of locally created advertising campaigns, in store, and online communication, for the entire Red Bull portfolio.

Analyzes and interprets consumer and shopper insights, including data sets from sales tools (AC Nielsen, Numerator), to drive portfolio decision-making and deliver commercial impact.

CONSUMER INSIGHTS & MARKET RESEARCH

Lead the development, execution, and analysis of all consumer research and insights for Red Bull Canada, with a heavy emphasis on the annual Trial & Awareness study in collaboration with Red Bull Global Insights team to own the distribution of brand heath analysis and scorecard on a quarterly basis.

Hold a deep understanding of national and regional insights and consumer behaviours to provide localized and regionally-specific recommendations and solutions.

Support the strategic vision of the Red Bull Canada 1-to-3-year strategy via insights deep dive during annual business planning season.

Management of external vendors and agencies, with natural enthusiasm for continually exploring and experimenting with new, creative, impactful ways to do research.

Lead ad-hoc, locally driven insights studies with agility and analytical expertise in order to win versus competition and drive consistent, long-term business growth.

Leadership in translating insights into influence and action, across all levels of audience, via strategic frameworks, guidance, and business recommendations.

LEADERSHIP & MANAGEMENT

Coach and develop one direct report, Brand Specialist, Initiatives & Insights, to excellent performance.

Expertly communicate with, and influence, executive leadership; gain full organizational buy-in, from field to HQ, for portfolio decisions and campaigns.

Own Direct (Advertising) and Indirect Marketing budgets while ensuring agency buy-in to launch plans/objectives, securing efficient and responsible spending to maximize ROI and increase overall Brand Awareness.

Establish processes, timing, required resources and workflow to ensure a smooth and successful cross-functional execution of all portfolio launches.

Qualifications

7(+) years' experience in a CPG Marketing/Sales capacity.

Proven track record with leading cross-functional teams in a leadership capacity; driving a product strategy through the full life cycle and engaging all key stakeholders along the way.

Experience managing external research vendors & creative agencies – leading the process from brief to execution.

Thrive in a fast-paced environment where being a self-starter who can expertly manage many simultaneous projects with keen attention to detail—while also figuring out what is next and what is needed—is a must.

Strong business and financial acumen, supported by strong analytical skills; Proven excel skills are needed.

Proficiency in the art and science of insights—equally comfortable in the worlds of data analysis and creative storytelling with excellent presentation skills.

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 – is an asset.

Fluent in English, French is an asset.

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.