The Director of Culture Marketing (Region) will lead the strategic development and execution of culture-focused marketing initiatives, driving brand relevance through innovative programs across music, dance, art, and social innovation. You will be responsible for defining and steering the overarching strategy for Culture Marketing across the region, ensuring alignment with national & global brand objectives while elevating local and regional brand affinity. The Director of Culture will manage high-level partnerships, oversee large-scale event activations, and nurture key relationships with influencers, artists, and opinion leaders. Reporting directly to the Region Head of Marketing, this position will lead the team in shaping the future of Red Bull's presence in cultural landscapes.
Areas that play to your strengths
All the responsibilities we'll trust you with:
Lead the development of a comprehensive, long-term Culture Marketing strategy aligned with Red Bull's global and regional business objectives.
Serve as the primary thought leader and expert on cultural trends, ensuring the brand remains at the forefront of relevant cultural movements in music, dance, art, and social innovation.
Identify new opportunities and innovations in culture marketing to enhance brand relevance and engagement.
Collaborate with senior leadership across marketing, communications, sales, and brand teams to integrate culture initiatives within the broader marketing mix.
Ensure that all cultural marketing initiatives resonate deeply with key consumer segments and drive measurable brand impact.
Oversee the strategic direction and execution of high-profile culture marketing events, ensuring flawless delivery, brand alignment, and business outcomes.
Lead the planning and execution of flagship events, including Red Bull-owned and 3rd-party partnerships, with a focus on superior production, content creation, and product integration.
Define success metrics for all projects and events, ensuring post-event analysis informs future strategies.
Manage the budget for the culture marketing function, allocating resources to maximize impact and efficiency across the portfolio of programs.
Guide regional teams in executing localized versions of global initiatives, ensuring consistency while allowing for regional customization.
Cultivate and manage relationships with high-level artists, influencers, opinion leaders, and key cultural stakeholders, fostering strong partnerships that enhance brand storytelling and relevance.
Identify and activate influential culture creators to lead product trials, extend the brand's reach, and align their narratives with the brand's cultural vision.
Secure partnerships that amplify the brand's role in key cultural movements, turning these opportunities into long-term strategic alliances.
Build, lead, and mentor a high-performing Culture Marketing team, fostering a collaborative, innovative, and forward-thinking work environment.
Set clear objectives for the team and oversee the development of regional culture marketing plans to ensure alignment with global and national goals.
Provide coaching and professional development opportunities for team members to ensure they grow into future leadership roles.
Foster a culture of creativity, innovation, and accountability, ensuring the team is motivated and aligned with Red Bull's core values.
Work closely with cross-functional teams, including Brand, Communications, Partnerships, Sales, and Digital, to ensure integration and amplification of culture marketing initiatives.
Partner with the Communications team to secure media coverage and storytelling opportunities that elevate the impact of culture marketing projects.
Collaborate with the Brand team to ensure that all culture marketing initiatives are aligned with the overarching brand strategy and consumer engagement goals
Your areas of knowledge and expertise
that matter most for this role:
- 10+ years of experience in marketing, with a strong focus on lifestyle, experiential, and culture-related marketing.
- Experience in developing and executing large-scale, innovative culture marketing programs.
- Deep understanding of traditional and non-traditional brand marketing strategies and how they intersect with culture.
- Extensive experience in leading event production, particularly in live music, art, and other culture-related events.
- Manage large budgets and drive cost efficiency without sacrificing quality.
- Exceptional leadership skills with experience in managing and developing high-performing teams.
- A history of delivering results in fast-paced, creative environments, with the ability to influence senior leadership.
- Bachelor's degree or equivalent work experience
- Must be fluent in English; additional language skills an advantage
- Travel 30-40%
- Permanent
- Benefits eligible
Looking for something else?
- Type any country, city, state...
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In the 1980’s Dietrich Mateschitz developed a formula known as the Red Bull Energy Drink. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category.
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