Company Description
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 Description
Strategic 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
Qualifications
- 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
Additional Information
- Bachelor degree in general marketing, event marketing, sports marketing, business or media
- Fluency in English & Cantonese (verbal & written)