Director, Small Format Field
Red Bull, Atlanta, GA, United States
The purpose of the Small Format Sales team is to drive Red Bull North America (RBNA) objectives—both quantitative (revenue, volume, profit, and share) and qualitative (in-store presence, top retail relationships, training and development, etc.)—within the Small Format account. The Director of Small Format Field plays a pivotal role in bringing this to life across multiple internal and external stakeholders and provides the initiatives, resources, direction, and leadership necessary for the sales organization to achieve these goals.
This individual leads a senior key account team that delivers results with Small Format at the regional level and is responsible for achieving sales targets and key performance indicators, including volume growth, trade fund management, share growth, and improved product placement (such as fair share of shelf and enhanced long-term sales drivers). The Director also develops the strategies, tactics, and initiatives used by all Small Format regions in the United States and leads all efforts related to cross-functional initiatives, including those involving marketing, product, and pricing.
Job Description
STRATEGIC BUSINESS PLANNING Develop long-term Small Format field strategies and specific initiatives that align with the company’s direction, focus areas, key customers, market conditions, and available resources. Aggregate and analyze large volumes of complex data quickly, and translate that data into clear, actionable plans. Allocate resources to areas where investments yield the highest return and to regions of strategic importance or relevance. Lead the annual business planning process for the Small Format regional team, including channel programs, initiatives, and tactics. Monitor market trends and maintain up-to-date information on competitors. NATIONAL CUSTOMER MANAGEMENT Lead the execution of long-term sales drivers with Small Format across all regions. Develop and implement strategies to gain market share at both the business unit and regional levels. Strengthen relationships with top customer markets by providing added value through thought leadership and strategic partnership. Continuously evaluate the return on investment and spending by region, and make appropriate adjustments as needed. Provide clear direction and guidelines regarding both qualitative and quantitative priorities. Influence Small Format field leadership to execute incremental promotions and programs to increase volume and gain market share. Leverage Red Bull marketing assets and manage the associated funds allocated to accelerate business growth in top regions. Develop and enhance all standard internal operational processes for Small Format. Lead business priorities, objectives, and outcomes within CPM (the long-term business transformation process) as they relate to all key account field processes. BUDGET OWNERSHIP Own and manage a custom, multi-million-dollar POS budget across all 50 states, consistently evaluating ROI to inform future spending. Allocate resources to strategically important, high-volume regions where investments generate the highest returns. Lead the post-promotion analysis process for all programs to evaluate promotional effectiveness and in-store execution. Accurately forecast CAPEX and OPEX spending, taking prior-year performance into account. Develop training and processes to ensure that CPM becomes fully integrated into RBNA’s culture. CROSS-FUNCTIONAL PARTNERSHIPS Actively contribute to a wide range of HQ cross-functional teams within RBNA to ensure effective sales representation. Communicate, align, and implement the objectives of these cross-functional teams across RBNA. Build strong connections with key distributor partners and their leadership teams to improve in-store execution and enhance communication efficiency. LEADERSHIP, COACHING, AND DEVELOPMENT Build, develop, and lead a large, geographically dispersed management/account team to ensure effective partnerships, programs, key retail and field relationships, and collaborative relationships with Red Bull and Distributor Partner (DP) field personnel in each Business Unit (BU). Grow, develop, and lead all direct reports. Build a strong pipeline of future Red Bull leaders while ensuring career development opportunities for the entire team. Guide senior managers and regional teams in developing effective processes and support systems to improve market conditions and strengthen leadership. Coach and motivate direct reports to increase productivity through time spent in the field, in the office, and in meetings, ensuring effective implementation of Red Bull’s strategy. NATIONAL FIELD COMMUNICATION Drive alignment among key stakeholders across the organization, leveraging the distribution network to provide best‑in‑class partnerships with Small Format. Develop training programs and team capabilities to build and maintain business relationships with senior management across Small Format nationally. Create and implement processes to ensure that key decision makers for all accounts maintain a long‑term focus on the energy segment, supported by appropriate field‑level strategies. Work cross‑functionally with SaMo/BU department leaders to create sales tools that support the field as market conditions change and additional resources are needed to stay ahead of the competition. Qualifications
Minimum of 10+ years of experience in Sales and Key Account Management, with a strong track record of success in CPG sales; food or beverage experience preferred. Experience managing a large, high‑performing team. Proven leadership abilities to recruit, train, develop, and motivate the Small Format team. Experience in key, regional, or national account management required; experience with the Small Format account preferred. Experience working with a DSD (Direct Store Delivery) network preferred. Excellent negotiation and influencing skills, with the ability to leverage business analytics to achieve desired outcomes. Demonstrated ability to act as a change agent, leader, and performance coach to develop talent. Self‑motivated, self‑directed, flexible, and able to work under pressure in a fast‑paced environment. Strategic thinker, passionate about achieving long‑term success through a hands‑on, solutions‑oriented approach. Strong analytical background and ability to interpret and analyze complex trends and data. Strong communication skills; highly organized and effective at managing timelines and objectives. Excellent presentation and facilitation skills. Strong knowledge of consumer marketing principles, with experience supporting and facilitating cross‑departmental collaboration between sales and marketing. Additional Information
This position is open to U.S. citizens, U.S. permanent residents, or individuals who are currently authorized to work in the United States on a valid visa. The base salary range for this position is $156,000 - 234,000 + cash incentives. Actual salary offers may vary based on work experience. The base pay range is subject to change and may be modified. Our current Benefits include:
Comprehensive Medical, Dental and Vision Plans, 401k Match, Family Leave, PTO & Paid Holiday Schedule, Pet, Legal, and Life Insurance, Tuition Reimbursement (Benefits listed may vary depending on the nature of your employment and/or work location) Red Bull North America, Inc. is an Equal Opportunity Employer, and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, veteran status, age, or any other classification protected by Federal, state, or local law. We will consider for employment all qualified Applicants, including those with Criminal Histories, in a manner consistent with the requirements of applicable state and local laws, including the City of Los Angeles’ Fair Chance Initiative for Hiring Ordinance.
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STRATEGIC BUSINESS PLANNING Develop long-term Small Format field strategies and specific initiatives that align with the company’s direction, focus areas, key customers, market conditions, and available resources. Aggregate and analyze large volumes of complex data quickly, and translate that data into clear, actionable plans. Allocate resources to areas where investments yield the highest return and to regions of strategic importance or relevance. Lead the annual business planning process for the Small Format regional team, including channel programs, initiatives, and tactics. Monitor market trends and maintain up-to-date information on competitors. NATIONAL CUSTOMER MANAGEMENT Lead the execution of long-term sales drivers with Small Format across all regions. Develop and implement strategies to gain market share at both the business unit and regional levels. Strengthen relationships with top customer markets by providing added value through thought leadership and strategic partnership. Continuously evaluate the return on investment and spending by region, and make appropriate adjustments as needed. Provide clear direction and guidelines regarding both qualitative and quantitative priorities. Influence Small Format field leadership to execute incremental promotions and programs to increase volume and gain market share. Leverage Red Bull marketing assets and manage the associated funds allocated to accelerate business growth in top regions. Develop and enhance all standard internal operational processes for Small Format. Lead business priorities, objectives, and outcomes within CPM (the long-term business transformation process) as they relate to all key account field processes. BUDGET OWNERSHIP Own and manage a custom, multi-million-dollar POS budget across all 50 states, consistently evaluating ROI to inform future spending. Allocate resources to strategically important, high-volume regions where investments generate the highest returns. Lead the post-promotion analysis process for all programs to evaluate promotional effectiveness and in-store execution. Accurately forecast CAPEX and OPEX spending, taking prior-year performance into account. Develop training and processes to ensure that CPM becomes fully integrated into RBNA’s culture. CROSS-FUNCTIONAL PARTNERSHIPS Actively contribute to a wide range of HQ cross-functional teams within RBNA to ensure effective sales representation. Communicate, align, and implement the objectives of these cross-functional teams across RBNA. Build strong connections with key distributor partners and their leadership teams to improve in-store execution and enhance communication efficiency. LEADERSHIP, COACHING, AND DEVELOPMENT Build, develop, and lead a large, geographically dispersed management/account team to ensure effective partnerships, programs, key retail and field relationships, and collaborative relationships with Red Bull and Distributor Partner (DP) field personnel in each Business Unit (BU). Grow, develop, and lead all direct reports. Build a strong pipeline of future Red Bull leaders while ensuring career development opportunities for the entire team. Guide senior managers and regional teams in developing effective processes and support systems to improve market conditions and strengthen leadership. Coach and motivate direct reports to increase productivity through time spent in the field, in the office, and in meetings, ensuring effective implementation of Red Bull’s strategy. NATIONAL FIELD COMMUNICATION Drive alignment among key stakeholders across the organization, leveraging the distribution network to provide best‑in‑class partnerships with Small Format. Develop training programs and team capabilities to build and maintain business relationships with senior management across Small Format nationally. Create and implement processes to ensure that key decision makers for all accounts maintain a long‑term focus on the energy segment, supported by appropriate field‑level strategies. Work cross‑functionally with SaMo/BU department leaders to create sales tools that support the field as market conditions change and additional resources are needed to stay ahead of the competition. Qualifications
Minimum of 10+ years of experience in Sales and Key Account Management, with a strong track record of success in CPG sales; food or beverage experience preferred. Experience managing a large, high‑performing team. Proven leadership abilities to recruit, train, develop, and motivate the Small Format team. Experience in key, regional, or national account management required; experience with the Small Format account preferred. Experience working with a DSD (Direct Store Delivery) network preferred. Excellent negotiation and influencing skills, with the ability to leverage business analytics to achieve desired outcomes. Demonstrated ability to act as a change agent, leader, and performance coach to develop talent. Self‑motivated, self‑directed, flexible, and able to work under pressure in a fast‑paced environment. Strategic thinker, passionate about achieving long‑term success through a hands‑on, solutions‑oriented approach. Strong analytical background and ability to interpret and analyze complex trends and data. Strong communication skills; highly organized and effective at managing timelines and objectives. Excellent presentation and facilitation skills. Strong knowledge of consumer marketing principles, with experience supporting and facilitating cross‑departmental collaboration between sales and marketing. Additional Information
This position is open to U.S. citizens, U.S. permanent residents, or individuals who are currently authorized to work in the United States on a valid visa. The base salary range for this position is $156,000 - 234,000 + cash incentives. Actual salary offers may vary based on work experience. The base pay range is subject to change and may be modified. Our current Benefits include:
Comprehensive Medical, Dental and Vision Plans, 401k Match, Family Leave, PTO & Paid Holiday Schedule, Pet, Legal, and Life Insurance, Tuition Reimbursement (Benefits listed may vary depending on the nature of your employment and/or work location) Red Bull North America, Inc. is an Equal Opportunity Employer, and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, veteran status, age, or any other classification protected by Federal, state, or local law. We will consider for employment all qualified Applicants, including those with Criminal Histories, in a manner consistent with the requirements of applicable state and local laws, including the City of Los Angeles’ Fair Chance Initiative for Hiring Ordinance.
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