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Head of Culture Marketing
Red Bull Media
Sydney, , Australia
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#Set strategy, targets, plans, lead and control the Culture Marketing department for Red Bull:
Generate and implement the yearly BP (Business Plan) in line with overall business objectives
Define the playgrounds, scenes, artists, festivals, personalities, and places, where Red Bull’s cultural program should play
Design programs to keep Red Bull Culture at the forefront of Australian communities
Be dialed into the Australian Cultural Scene
Be able to write both long and short term, strategic and tactical plans
#Develop and execute a full year plan of owned and 3rd Party events, artist relationships, festivals and dance scenes
Identify owned and 3rd party events that would add maximum value to the business
Create and execute multiple high quality events of all scales that have well thought out P+L’s
Execute events with 100% budget and KPI compliance
Manage an array of curators, musicians, venue and festival owners and influencers to ensure best outcomes for Red Bull
#Create and Maintain an Culture Opinion Leader network across all key cultural scenes:
Grow and utilise effectively your opinion leader network to have:
image impact both within cultural playgrounds and with wider consumer market
build strong long term relationships
Attract and retain key artists to want to work with us
Be across emerging artists an scenes, be dialed into communities and cultures in new and un explored geographies
Identify and push the business to try new things daily
#Practice quality control and return on investment for all culture spend:
Secure smart and efficient funds allocation to optimise marketing expenditure.
Defining quarterly goals and reporting.
As budget owner monitor thoroughly the culture marketing budget
Co write commercial proposals for Festivals and on premise activities
Negotiate music rights, artists and event contracts and other commercial deals
#Communication:
Best in class communication skills across the entire business
Co-ordination of activities with Field, On-Premise, Student Brand Manager and Communication departments to maximise efficiencies and consumer impact
Create a compelling story that motivates stake holders to get excited about culture programs
Liaison with international culture department for development of best practice
#Management of the Culture Team, agencies and suppliers:
Run an extremely motivated 2 person Culture department by challenging and developing skills
Lead and develop the team to ensure efficient use of resources.
Set Assignments and Targets, tracked and checked in quarterly
Challenge, motivate and inspire the culture team to Give Wings to People and Ideas everyday
Lead relationships with key agencies
#Practice Story Telling of Culture Programs to deliver content for owned, shared and earned channels
Design and contribute unique stories, interesting topics, new formats and top media content for Red Bull Media House
Work closely with the communications & legal team to coordinate the production of high editorial value
#Build the role of culture in Red Bull
Use data, analysis, key learnings, trends and global best practice to garner excitement internally
Work cross functionally with all functions to deliver best in class aligned programs
Deliver professional project management
#Key results and deliverables(What does success look like)
Deliver key business plan objectives (Volume, Share, Profit, AER)
Optimization of Brand Execution through:
Successful implementation of the culture strategy
Quality of impacts generated by credible opinion leaders
Support & develop evolving Red Bull culture strategy through small fires
Positive brand image through well trained, motivated team coupled with T&A results
Considered a centre of excellence for Culture Marketing worldwide
5+ years of experience in a senior Marketing role, preferably with a focus on music, artists, and consumers.
An understanding of traditional and non-traditional brand marketing strategies.
Event production experience, preferably in live music events.
A knack for identifying a wide variety of trends and scenes on a regional and national level.
Management of multi-stakeholder projects; from ideation through to planning and execution.
Budget management experience and able to demonstrate effective ROI results.
Articulate and persuasive across all forms of communication, including strong presentation skills.
Able to demonstrate how you‘ve coached and created highly engaged and effective teams.
Bachelor's Degree strongly preferred.
Willingness to travel.