Brand Manager - Product & Insights

The Brand Manager, Product & Insights position is responsible for driving product and consumer insights strategy across the organization. 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 contributor to the annual marketing strategy and broader business priorities for Red Bull Canada.

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

PRODUCT STRATEGY & NEW INITIATIVES

• Lead the workflow for the product life cycle across internal systems to ensure successful product launch and transitions in collaboration with the cross functional team (sales, distribution, marketing, finance, operations).
• Foster effecting working relationship with the Red Bull Global Product team to align on the annual product strategy, identify new opportunities, and share best practices.
• Drive the annual product strategy and go-to-market plan for new product initiatives at Red Bull Canada, from driving label art and advertising plans, to supporting on forecasting and retail execution.
• Execute the annual product marketing plan in collaboration with key specialists (sports, culture, communications, consumer collecting, field marketing & Red Bull Media Network) to grow brand health across all key touchpoints.
• Lead the distribution of tracking tools and performance reporting to key stakeholders throughout the product life cycle including; brand health and sales performance to proactively uncover opportunities for growth.
• Work collaboratively with the sales team to align on retail customer needs and consumers needs that will influence the annual product strategy.

CONSUMER INSIGHTS & MARKET RESEARCH

• Act as the consumer expert to the broader marketing team to share brand health/consumer trends and identify opportunities to support other specialist areas (sport, culture, communications, consumer collecting & field marketing).
• Support the strategic vision of the Red Bull Canada 1 to 3 year strategy via insights deep dive during annual business planning season.
• 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.
• Shape the vision for “doing research the Red Bull way” by experimenting with new approaches/methodologies and getting close to consumers in completely unique ways.

LEADERSHIP & MANAGEMENT

• Expertly communicate with and influence executive leadership; gain full organizational buy-in, from field to HQ, for portfolio decisions and campaigns.
• Establish processes, timing, required resources and workflow to ensure a smooth and successful cross-functional execution of all portfolio launches.
• Own Direct (Advertising) and Indirect Marketing budgets while ensuring efficient and responsible spends to maximize ROI.

EXPERIENCE & KNOWLEDGE REQUIRED

• Proficiency in the art and science of insights—equally comfortable in the worlds of data analysis and creative storytelling with excellent presentation skills.
• Strong business and financial acumen, supported by strong analytical skills; Proven excel skills are needed.
• 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’s next and what’s needed—is a must.
• 5(+) years experience in a CPG Marketing/Sales capacity.
• Experience managing external research vendors & creative agencies – leading the process from brief to execution.
• 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 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.

EDUCATIONAL REQUIREMENTS

University Degree

LANGUAGE REQUIREMENTS

Fluent in English, French is an asset

TRAVEL

0-10%