About the Role
The Egyptian Brand Team act as brand guardians for Red Bull Egypt. The primary department responsibilities include, consumer insights, product marketing; instore and packaging activations- including new product/variant launches, advertising; creative development, media planning and buying for brand/product activities, content, and events.
The primary role of the Brand Specialist is to delve into consumer behavior, compiling insights and conducting market research to identify factors that enhance top-of-mind (TOM) awareness, strengthen brand prominence, and increase per capita consumption. In collaboration with the Brand Manager, the Brand Specialist plays a key role in developing the yearly business strategy. This includes developing and implementing initiatives related to brand marketing, product launches, and packaging design to ensure the brand's image and messaging are accurately represented and resonate with the target audience.
Job Description
CREATIVE STRATEGY:
- Tasked with the development of an integrated creative vision across all campaigns – ensuring that each initiative is crafted to enhance recognition, influence, and interaction to meet broad marketing goals.
- Work in concert with internal teams spanning owned/earned/shared media, events, content creation, and commercial collaborations, guaranteeing cohesion throughout all brand interactions.
- Execute compelling campaigns that resonate with the audience and support sales objectives and strategic account plans.
- Evaluate creative impact using insights from research to amplify the efficacy of creative content and its role in driving sales.
EVENT CREATIVES MARKETING PLANNING AND EXECUTION:
- Ensure event creatives-based marketing plans deliver impactful, efficient, and best-practice 360 campaigns.
- Support Internal Stakeholders in the optimal execution of marketing initiatives for specific event creatives campaigns.
- Guarantee that the marketing tactics for event creatives are coherent, evidence-based, and refined throughout each campaign, collecting insights after each campaign.
- Consistently analyze what other brands are doing in the market, in terms of 360 campaigns and our stance in comparison to the market.
- Develop and implement strategic event creatives plans tailoring approaches to maximize audience engagement and ROI.
- Identify key event creatives for Egypt, trends relevant to the brand and target demographics.
- Collaborate with cross-functional teams to ensure cohesive branding and messaging across all channels during event creatives campaigns.
- Manage the creative development of all event creatives assets, including creatives and headlines, digital and print, social media, ensuring alignment with the event creatives and brand identity with internal and external stakeholders.
- Manage the creative process between local creative agency, and HQ with all necessary alignments.
- Coordinate with the Trade Marketing team synergies for brand marketing initiatives on event creatives, enhancing customer and consumer experience as well as sales performance.
- Create analyzing tools to track campaign performance, analyze effectiveness, and make data-driven adjustments.
- Establish partnerships with relevant entities to amplify event creatives marketing reach and influence, while being locally relevant to Egyptian consumers.
- Provide post-campaign reports with detailed analysis and recommendations for future event creatives strategies.
CREATIVE AND MEDIA SYNERGIES:
- Work with Brand Managers, the Media Agency, and Creative Agencies to deliver impactful, fit-for-purpose creative formats across our Red Bull advertising campaigns
CREATIVE AGENCY MANAGEMENT:
- Manage the creative agency to inspire excellence and deliver best-practice integrated campaigns, with maximum effectiveness and efficiency, while constantly optimizing ways of working and exploring new, innovative ways to connect with consumers.
- Keep close cost-controlling systems in place, ensuring budget control and efficiency.
- Cultivate a collaborative culture and strong agency-client relationship, ensuring best practice planning and execution and account servicing
- Perform annual creative agency evaluation and develop/implement performance plans as needed.
BUSINESS PLANNING:
- Contribute to the annual business planning process including analysis of creative effectiveness to deliver plans and initiatives that will grow brand health and sales
- Responsible for KPI setting, benchmarking, and controlling across all product marketing & initiatives topics to increase the impact of our plans on an ongoing basis
- Manage and maintain the annual budget
CONSUMER INSIGHTS AND MARKET RESEARCH:
- Turn data into compelling insights, which are actionable and relevant, and ensure these insights are addressed through adequate ideas and plans.
- When focusing on the younger segment of the target group, monitor the consumer’s perception about brand and products in social media.
- Conduct competitive reviews to analyze our stance vs. other players in the market.
CONSUMER ACTIVATIONS:
- Develop and implement strategies to drive consumer activation and engagement.
- Plan and execute a 360 consumer activation initiative to ensure comprehensive engagement across all touchpoints.
- Coordinate with marketing and sales teams to ensure alignment on consumer strategies.
- Manage different stakeholders from across the sales, marketing, operations, and finance teams to lead them to fully execute a 360 campaign.
- Manage consumer activation budget, ensuring expenditures align with company objectives and ROI expectations.
- Develop and execute promotional campaigns aimed at increasing consumer activation.
- Regularly report on campaign results and key performance indicators.
EVENTS & FLANKERS
- Create branding and through the line communication for specific marketing projects in strong collaboration with the respective marketing functions.
- Develop campaign identity for Sports, Culture, Field and Media Network projects ensuring the brand messaging is consistent and effective.
- Manage the creative agency in delivering top notch creatives for Key Visuals, Logos, and consumer messaging tools. That are relevant to campaign and will resonate with the target audience.
- Manage the creative agency to deliver on full on campaign identity.
- Work closely with an agency to develop a short teaser video for various events. This involves the storyboarding, video editing, and incorporating brand elements to create a compelling visual story that generates excitement and interest for the event.
- Collaborate with various departments such as marketing to ensure all designs align with the overall campaign strategy.
- Develop and maintain brand guidelines to ensure all internal and external communications are consistent and reflect the brand identity.
- Manage multiple projects simultaneously, meeting deadlines, and delivering high-quality work under pressure.
- Bring a high level of creativity and innovation to the role, constantly looking for fresh, exciting ways to present the brand to the world.
PORTFOLIO MANAGEMENT & NEW PRODUCT LAUNCHES:
- Develop and implement strategies to grow the current portfolio and address market opportunities.
- Conduct extensive analysis of our portfolio and make data-driven decisions to ensure the strongest portfolio is in place.
- Lead the full process of the product from request to arrival, including sales monitoring, creating labels, and overall management of all stages.
- Collaborate with sales and trade marketing teams to ensure successful product launches.
- Manage the end-to-end process of new product launches, including budget management and performance monitoring.
- Plan and implement 360 product launches leading other teams within sales, marketing, operations
BRAND MANAGEMENT
- Participate in and contribute to the 'brand' aspect of marketing projects, including both on/off-premises and trade marketing.
- Develop new cross-functional instruments such as sales/marketing programs or trade marketing initiatives.
- Collaborate closely with the Brand Manager, regional marketing specialists and international HQ experts to exchange knowledge, align plans, and update each other with the latest insights.
- Initiate and engage in creative sessions to form strategies and evaluate the best practice case studies.
- Always maintain a 'consumer' and 'brand' perspective in every project, ensuring effective communication with the consumer, with a strong emphasis on digital and social media. Also, ensure all communication aligns with the brand's equity.
- Maintain or enhance the brand aspect of the trial and awareness study, including past 4 week/12-month consumption, top of mind awareness and brand prominence.
PARTNERSHIP BUILDING
- Enhances service provision of the agency and fosters relationships between the client and agency.
- Establishes a robust, transparent, and trustworthy collaboration and cooperation with management and peers.
Qualifications
- 5-7 years of experience in brand management, including crafting and executing comprehensive marketing strategies.
- In-depth understanding of brand positioning, brand equity development, and consumer marketing.
- Strong Leadership skills to fully lead on 360 campaigns with all stakeholders.
- Attention to detail to brand guidelines and corporate identity acting as the Brand Guardian.
- Proven success in managing multi-channel brand campaigns.
- Strong analytical skills and experience with performance measurement tools.
- Excellent project management and interpersonal skills.
- Proficiency in English, both written and spoken, with outstanding communication abilities.
