Head of Creator Marketing

2 weeks ago

Toronto, Canada Red Bull Full time

**Company Description**:
The Head of Creator Marketing will increase Red Bull’s brand awareness, product relevance and consumer trust by building a best in class roster of influential social creators who act as brand and product advocates and help Red Bull win versus competition, find new users and become the number 1 beverage brand in Canada.

As the Head of Creator Marketing, you will identify and build relationships with social creators who align with our brand and product offerings. You will build out mutually beneficial outcomes and develop unique projects or collaborations with the main goal of building everyday relevance and overall awareness of Red Bull to their audiences via their channels in an authentic and meaningful way. You must source and develop a variety of networks in different playgrounds and occasions, and work with various parts of the business to make this happen. You will also ensure a consistent approach to Creator marketing across the business and be the key program owner for the topic within Red Bull Canada.

You will additionally drive reach through brand partnerships with like-minded brands and synergistic partnerships including, but not limited to, mutual brand partners to Red Bull athletes, Red Bull creators, Red Bull owned and operated events, third-party events sponsored by Red Bull, non-competitive brands with high relevance to Red Bull’s key demographics. In this capacity, you will identify key targets, build relationships, broker content co-production and co-distribution partnerships, and facilitate connections to Red Bull’s Event Marketing team for event sponsorship where applicable.

**OWN AND DEVELOP STRATEGIC DIRECTION FOR CREATOR MARKETING**

Define goals and holistic assessment guidelines for working with creators.

Educate the business on the role of Creator Marketing and the different approach and stakeholders, be the key contact for training and management of this program.

Collaborate with international stakeholders to encourage learning exchange, share best practices and provide an understanding of the Canadian landscape within context of creators.

Identify key external partners or agencies to support with Creator Marketing and engage where appropriate.

In line with annual business planning develop a cross functional approach for Creator Marketing which supports wider business goals.

**OPINION LEADER PROGRAM EXECUTION WITH EXCELLENCE AND CAREFUL SELECTION**

Identify and develop direct relationships with Creators 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 develop creator strategies across projects that help to achieve Red Bull Canada business objectives and brand reach.

Represent the brand in an authentic manner and take the time to understand what each creator’s interests are - what their goals and where they want to go while building a genuine connection and relationship.

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 creators are true product ambassadors, be confident to walk away where not.

Lead and execute a strong hospitality program with key creators that is suitable for their passions and interests and has a business benefit.

Ensure a wide variety and diversity of creators are in our networks and managed according to our brand values, ensure we have reach into all key business playgrounds and consumption occassions and show versatility, as well as reflect the diversity of Red Bull’s current and aspirational audience/consumer base in Canada.

Ensure reach of the program is to our key business focuses, primarily to grow organic earned reach among our target demos and deliver improvements in product understanding and trust.

**KEY AND PAID CREATOR PROGRAM MANAGEMENT**

Oversee the identification, prospecting, onboarding and execution of Key National Creators and Paid Creators.

Build compelling business cases around creators for Global approval.

Work with our in-house legal team and global HQ to craft contracts for approved paid creators that balance Red Bull’s unique ways of working with industry standards within the Creator Marketing industry.

Oversee contract negotiations with talent agencies, creator management and creators, to ensure mutually beneficial and advantageous solutions are found.

**BRAND PARTNERSHIPS**

Identify brand partner prospects whose audience reach and engagement is complimentary and advantageous for Red Bull Canada’s marketing objectives.

Prospect brand partners by looking at existing partners of Red Bull athletes, Red Bull creators, Red Bull owned and operated events, third-party events sponsored by Red Bull, non-competitive brands with high relevance to Red Bull’s key demographics.

Build business cases for brand partner approval with Head of Media Ne

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