Media Network Manager - Shanghai, 中国 - Red Bull

描述

Company Description

This role is responsible for proactively leading all aspects of programming, communications, creator marketing. At this stage, content development and production management only to a certain extent. She/he works closely with the line manager to strategically plan and execute the national Earned, Managed and Owned ) channel communications approach. This role also defines and manages the corresponding content distribution (and to a limited extent production), fulfilling the role of spreading Word of Mouth about World of Red Bull. Furthermore, this role works in close collaboration with the respective POCs in Marketing and Trade Marketing. She/he is also responsible for any communication and distribution or programming to showcase the rich World of Red Bull stories and content from around the world to Chinese consumers, with the goal to make them feel proud drinking a cold can of Red Bull.

Job Description

PROGRAMMING & CHANNEL MANAGEMENT

• Makes priority Managed channels grow in reach, followers, and engagement with right programming with global/local asset and vigorously engage in community management
• Proactively searching and exploring World of Red Bull which align with local market strategy and priority, well localization on assets to ensure them to be more attractive to local audience
• Focus on Douyin & Bilibili, while keep an eye on new relevant channels
• Ongoing data insights and reporting to assess in real time any shifts in our approach

COMMUNICATIONS

• Always bear in mind that to "make people drink Red Bull feels super special", create and amplify the halo of canbassadors, leveraging these moments to influence more people in different platforms
• Develops and executes the country's strategic media direction by building a year-around engagement plan to deliver relevant and surprising content to the key playgrounds
• Leads full year communication and activation plans of media, social media, athletes and Owned channels across all audiences & playgrounds to optimize our chance to be seen and engage consumers anywhere, anytime and any way by managing agencies, production houses and freelancers to effectively bring content to life
• Develops innovative media network plans, utilizing strengths and differences of various partner platforms for programming and distribution as well as relevant media partners
• Responsible for business-to-business communications, brand and product (can) communications, crisis, consumer affairs, data analysis and digital platforms

CONTENT ADAPTATION

• Identifies and develops great stories and contents with our products, events, athletes, creators from all around the World to leveraging these assets in the Chinese market
• Curates and locally adapts engaging and relevant 'beyond the ordinary' content from around world that excites and inspires an evolving consumer base

CREATOR MARKETING

• Own and develop strategic direction for Opinion Leader Marketing:
  • Work cross functionally to understand and assess current ways of working with OL's, athletes and friends of Red Bull, consider the most appropriate workflow and strategies and structures to ensure the best outcomes for local business objectives
  • Define goals and holistic assessment guidelines for working with any kind of OLs and ensure key stakeholders (local and international) understand and buy into these approaches to ensure an aligned approach across functions
  • Educate the business on the role of OL Marketing and the different approach and stakeholders, be the key contact for training and management of this program
  • Identify key external partners or agencies to support with OL Marketing and engage where appropriate.
  • In line with annual business planning develop a cross functional approach for OL Marketing which supports wider business goals.
• Opinion Leader Program execution with Excellence and Careful Selection:
  • Identify and develop relationships with opinion leaders 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 determine OL strategies across the calendar year and opportunities by project and function to help achieve our business objectives, ensure clear objectives identified and ROI goals.
  • Spend time and work with cross functions and sometimes agency partners to identify and profile OLs and make recommendations to key business owners.
  • Represent the brand in an authentic manner and take the time to understand what each OLs interests are --- what their goals and where they want to go while building a genuine connection and relationship.
  • Get creative in the ways to engage with OLs, we're Red Bull we do things differently, feel empowered to think outside the square to capture someone's attention.
  • 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 OLs are true product ambassadors, be confident to walk away where not.
  • Proactively identify ways to present product messages in a sharable way, suitable to a variety of OLs
  • Collaborate with the Brand team on the right tools required to support with the program overall and be responsible for production and delivery of these in line with brand guidelines.
  • Ensure a wide variety of OLs are in our networks and managed according to our brand values, ensure we have reach into all key business playgrounds and show versatility.
  • Ensure reach of the program is to our key business focuses, primarily to grow organic earned reach among 18-24yo and deliver improvements in product understanding and trust.

GENERAL BUSINESS OPERATIONS

• Refine the existing management & reporting tools and monitoring approaches for all OLs and ensure our company wide approach is effective and efficient. Constantly evolve this process and share learnings and coaching with other team members.
• Marketing 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 OL Marketing across the organisation.
• Respond to consumer requests related to OLs where appropriate.

Qualifications

• Passionate about the World of Red Bull – Red Bull Athletes, Red Bull events and various playgrounds of sports - and keep up to date for the news around them
• Ability to think strategically on how to build audience engagement
• A strong creative and operational background
• Understanding of the local media landscape (all channels: Broadcast, Print, New Media, Influencers, Creators) and is able to build up a strong network for possible opportunities
• Excellent organisational and project planning/management skills coupled with the ability to work in a self-directed manner
• Highly efficient and effective project management and organisational skills
• Broad production knowledge (photography, text, moving images)
• Agile, team player that knows how to get the work done

Additional Information