The Culture & Sports Specialist is responsible for developing and executing a consumer-centric Culture & Sports Marketing strategy that translates global and regional priorities into locally relevant programs that drives premium brand awareness, product relevance, authenticity, innovation, advocacy, and meaningful consumer experiences aligned with business marketing objectives and international principles. The role drives opinion leaders and athletes marketing, events, community engagement, partnerships, and innovation, managing them end-to-end to ensure maximum impact and execution excellence. The Culture & Sports Specialist continuously evaluates program effectiveness, identifies and capturing new opportunities that strengthen local brand and product relevance. Working cross-functionally with Media Network, Brand, Student Marketing and Sales teams, the role maximizes the reach and effectiveness of Red Bull's Culture & Sports platforms across all consumer touchpoints.
Job DescriptionStrategic Responsibility for the Culture & Sports Programs and Execution
- Develop and execute the long term local Culture & Sports Marketing strategy and projects aligned with global and local priorities
- Identify emerging trends, talent, communities, and opportunities across sports, culture, music, dance, skate, fitness, gaming, mass sports and youth passion points
- Establish a rich network in the fields of Culture & Sports in general and especially have a finger on the pulse of the local community, new upcoming trends and movements
- High quality delivery on events and projects of all scales and activate international projects and athletes
- Plan and realise efficient branding strategies for Red Bull projects, athletes and third party events
- Contribute to Red Bull's worldwide success with innovation and unique content
Artist, Opinion Leader, Athlete & Partnership Management
- Identify, recruit, and manage artists, athletes, opinion leaders, and key partners with perfect brand fit and optimize impact and efficiency via professional individual target setting and tracking
- Establish a strong portfolio of key artists to work with on various projects and programmes within the World of Red Bull
- Lead authentic and credible seeding and usage of the Red Bull product in focused playgrounds with athletes and opinion Leaders and secure a perfect communication about the brand and the product
- Build strong relationships with global or local artists, dancers, athletes and maximize local and emerging activations
- Establish and maintain Red Bull as a credible and functional everyday beverage in the Culture & Sports landscape (Culture & Sports scenes, opinion leaders, athlete, agencies, promoters, authorities, industry stakeholders, media, authorities)
Red Bull Events and Third Party Event Programme
- Ideate, design, and then flawlessly execute an innovative "only Red Bull can do" event, artists and athletes project program
- Develop concepts that are tailor-made and highly relevant for HK consumers, that make memories for participants and spectators, and naturally generate unique media content
- Maximize brand and authentic product exposure both online and offline
- Ensure efficient logistic and event tools handling
- Generate an efficient 3rd party events programme
- Manage partnership and sponsorship negotiations
Cross-Functional Collaboration & Business Impact
- Partner closely with Media Network, Brand, Student Marketing, sales teams and external agencies
- Maximize project opportunities with clear and consistent communication before, during, and after all activations
- Ensure Culture & Sports programs contribute to local marketing and business objectives and targets
- Act as the local subject matter expert, driving alignment and excellence across all consumer touchpoints
Performance, Innovation & Budget Management
- Run the program with high Red Bull standards in terms of professionalism, wit, cleverness, efficiency, budget transparency, legal, sales orientation and creativity.
- Budget responsibility of annual Culture & Sports marketing budgets and ensure Budget responsibility effective and efficient resource allocation
- Define KPIs, evaluate program effectiveness, and develop actionable insights and best practices
- Continuously identify innovative concepts and new opportunities to enhance program impact and ROI
- Documenting all activities in timely and comprehensive way
- 5+ years of working experience in culture/music/dance/sports industry allowing a vast understanding of the landscape
- Experience in dealing with artists, athletes, and related entities (management, labels, etc.)
- Well connected in different sports and culture scenes and environments – good networker
- Ability to design and organise events and projects of all scales (budgets from HKD 1K - 1M)
- Ability to multi-task and work in cross-functional teams with different objectives and personalities
- Strong management skills, leading external agencies/freelances
- Clear understanding of youth culture, music and culture industry, local and global sports, entertainment
- An entrepreneurial “can-do” attitude facilitated by continuous learning and application of appropriate” best practices” to turn ideas into action
- Creative and innovative mind set, open for new things
- Proficient in MS Office tools: PowerPoint, Excel and Words
- Bachelor degree in general marketing, event marketing, sports marketing, business or media
- Fluency in English & Cantonese (verbal & written)
Skills Required
- 5+ years of experience in the culture, music, dance, or sports industry
- Experience working with artists, athletes, management companies, labels, or related entities
- Established network across sports and culture communities
- Ability to design and organize events and projects of varying scales, with budgets from HKD 1,000 to HKD 1 million
- Ability to multitask and collaborate cross-functionally with diverse stakeholders
- Strong management skills, including leading external agencies and freelancers
- Understanding of youth culture, music, entertainment, and local and global sports
- Entrepreneurial, proactive, and continuous-learning mindset
- Creative and innovative mindset
- Proficiency in Microsoft Office, including PowerPoint, Excel, and Word
- Bachelor's degree in marketing, event marketing, sports marketing, business, media, or a related field
- Fluency in English and Cantonese, verbal and written
Red Bull Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Red Bull and has not been reviewed or approved by Red Bull.
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Healthcare Strength — Health coverage is characterized by comprehensive medical, dental, and vision plans alongside robust mental health access, including up to 25 free coaching/therapy sessions and digital physical therapy. Wellness initiatives such as gym subsidies, on-site fitness classes, and Fit For Flight further enhance overall healthcare value.
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Parental & Family Support — Family supports include paid family leave, incentives for healthy pregnancies, coverage for doulas/midwives, free breast milk shipment, and caregiving resources like subsidized back-up care. Adoption and surrogacy reimbursement up to $25,000 and parenting support tools broaden accessibility across family stages.
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Leave & Time Off Breadth — Paid time off is positioned as generous, typically ranging from 20–30 days annually, with Red Bull North America noted at 36 days. A paid holiday schedule complements vacation and leave options.
Red Bull Insights
What We Do
Red Bull Gives Wiiings to People and Ideas. This has driven us – and all we do – since 1987. Today, Red Bull operates in over 170 countries, selling more than 12 billion cans annually and growing! Above all, our people remain the essential ingredient in bringing the Red Bull brand to life. Check out our open roles to become part of the world of Red Bull. Most jobs take energy, ours give it. Check out our open roles to become part of the world of Red Bull – jobs.redbull.com
