Vice President, Media Channels and Insights
Red Bull Media House North America
Red Bull Media Network/House is the premium communications, multi-platform and content production arm within Red Bull North America, on a mission to inspire consumers with beyond the ordinary stories. Both direct-to-consumer and through partnerships with US and global media leaders/companies.
The VP of Media Channels and Insights serves as a strategic leader responsible for driving the performance, growth, and innovation of all US owned and operated media channels while leveraging data-driven insights to maximize audience engagement, project ambitions and business impact. This executive role within the Red Bull Media Network and US marketing team requires a visionary media and marketing leader who can balance creative excellence with commercial performance across a diverse portfolio of digital, social, broadcast, and emerging media platforms.
This role within Red Bull North America, is accountable for leading the teams who manage the US social media channels, the US owned channels (redbull.com and Red Bull TV) and the US media insights and data that drive the over Red Bull Media Network department. This role also drives the strategy for the overarching US programming plan, distribution and channel strategy. This role drives broader education on these topics across US marketing teams.
This role is responsible for building consumer interaction through these channels – reach, frequency, engagement, and length of interaction – with the goal of creating the world’s best content, media products, experiences and word of mouth, driving brand love and can love through deep memory structures.
This role supports the wider US marketing organization by driving media expertise and innovation across the channels and insights departments, ensuring Red Bull North America’s national and regional marketing teams are always at the forefront of the media industry.
This role is based out of out Santa Monica office 4 days a week.
Areas that play to your strengths
All the responsibilities we'll trust you with:
Develop and execute comprehensive media strategies for all US owned and operated media channels including social media, Red Bull TV, Red Bull Fast channels, and third-party media parties.
Drive audience growth, engagement, and retention across all channels through innovative content strategies and distribution approaches.
Establish and monitor KPIs for each channel, ensuring alignment with overall business objectives.
Identify new channel opportunities and emerging platforms that align with brand values and audience interests.
Optimize content programming and scheduling to maximize reach and engagement at the same time as growing core playgrounds that fuel Red Bull business strategies.
Ensure RBMN is reaching its key target demographics on our channels, whilst always being on brand and executing at a high quality.
Ensure RBMN teams, regional media network teams and the wider marketing organization are fully supported with education, tools, content formats and series, release calendars and best practices across all media channels to succeed.
Play a key role in the RBNA by guiding the company across the future state of media consumption, ensuring we are never “left behind” in progress of consumer trends and technology to help us achieve our goals in a way that is unique and distinctively Red Bull.
Reach a wide and mainstream US audience at scale, showcases the variety of the brand, go viral but always at a high quality, be modern and cutting edge in content style, engage with our community, and create positive audience experiences that have the highest chance of being remembered. In short, strive to run the best branded social media channels in the world.
Play a central role in creating bespoke 16:9 content for the local US YouTube channels and Global YouTube channels that leads by example, guides regions closely and consistently through the year with best practices and useful analysis on this critical platform, including with practical support such as thumbnail creation.
Always be hyper data informed and run a best-in-class education service that educates the wider Red Bull organization on social media, along with practically curating and localizing a portfolio of content that can be easily activated by wider teams. The role of this team is not only to run the US channels, but to also uplevel the social media knowledge, ability, and impact of all Red Bull’s social channels as a whole.
Leads a team that manages content published on the website, works with HQ teams on the development of the websites design and infrastructure, and drives the overall strategy and purpose of the US.
Ensures redbull.com is always an updated source of truth for the company, ranks highly on search, is data compliant, and provides value to the consumer across all the brand’s subjects - foremost with energy drinks but also events through information and ticketing, in-store consumer activations, stories, videos, etc.
Increasingly works towards providing value to the company’s ecommerce efforts, acting as a top of funnel driver to ecommerce platforms.
Leads the team that publishes content on the Red Bull TV app for the US version of the app, works with the development team on the app’s design and infrastructure, and drives the overall strategy and purpose of the Red Bull TV app. Ensures Red Bull TV provides high quality media experiences to the consumer, focusing on big screens and longer watch times that increases the chance of creating memory structures.
Primarily focused on serving audiences with deep fandom such as mountain biking and padel, using the app to drive brand attribution to this subject matter. Works closely with partnerships to create in-kind promotion for the app and generate reach for the brand on big screens.
Work closely with Media partnerships and Media Production teams to choose the optimal content selection and distribution which is ‘pushed’ out to consumers at scale through third party channels and works closely with the partnerships team on driving our overall Red Bull TV distribution strategy. This content is usually prominently branded to drive brand attribution.
Linear/FAST distribution – This role oversees the team that programs the content on our linear/FAST channels which are seen on 3rd party channels such as TV operating systems (e.g. Samsung TV+, Roku) and TV providers. This team works very closely with partnerships to achieve high placement, in-kind promotion from partners, and to receive insights on content performance to continually improve the streams.
Shared viewing distribution – Oversees selection, preparation, editing, and syndication of Red Bull branded content that will be seen in on and off premise locations such as gyms, restaurants, bars, train stations, and realistically anywhere that a consumer is – creating something like a distributed OOH network for our media content.
Oversees the team that manages 360 programming PEMO guidelines and best practices which educate the organization and ensure consistency in our overall channel management approach.
Ensure all content release calendars along with its prioritization and related information are transparently available and accurate.
Assist with the creation of templates and systems which drive our overall media strategy, particularly with the ‘master project brief’ and on the BP process regarding the EMO targets and ultimate distribution strategy for our projects
Be “air traffic controllers” and internal consultants for innovation topics (A.I., spatial, AR and game engines, etc.) by ensuring the correct internal workflows are followed for all opportunities, and all opportunities are evaluated objectively on a risk and opportunity basis.
Have a ‘finger on the pulse’ of the media industry and drive internal knowledge and change, ensuring Red Bull is constantly at the forefront of how consumers use and consume media. Work closely with media partnerships and media production to ensure we are experimenting and innovating with the right companies, and that the right experiences are created always with the consumer’s branded experience as a priority.
Lead the media insights function to inform strategic decision-making across Red Bull Media network within Red Bull North America and into our US marketing counterparts projects.
Adopt and extend the global framework of measurement frameworks and analytics capabilities to track project and audience performance and ROI.
Transform data into actionable insights that drive content creation, content distribution, and commercial strategies.
Present regular performance reports and strategic recommendations to internal US key stakeholders.
Leads the discussion and planning on our PEMO dashboard and metrics and staying at the top-level view across the country to ensure we are pulling the right levers daily and monthly to be in front of competition.
Build, mentor, and lead high-performing teams across and within the US social media, owned channels, programming and media insights functions.
This person is a natural influencer and educator – leading the team to optimal media resource management.
Foster a culture of innovation, experimentation, and continuous improvement.
Collaborate cross-functionally with content production, media partnerships, communications and creator marketing HOD’s and their teams.
Collaborate and educate the regional media and marketing teams.
Partner with the VP of Media Partnerships to plan and drive audience and revenue growth through the optimal pipeline of content licensing, co-productions and other appropriate media strategies.
Partner with Media Partnerships, Media development and Media Production teams to co-create compelling creative and commercial propositions.
Optimize project cost structures while maintaining quality, performance and driving RBNA business priorities.
Partner with the VP of Media Partnerships in identifying and evaluating strategic partnerships that expand reach and create new revenue streams for the back book of RBMN content.
Collaborate and influence the global media network teams in driving outcomes for all.
Develop talent pipeline and succession planning for critical roles.
Partner with the VP of Media Productions and Operations to stay ahead of media industry trends, platform developments, and consumer behavior shifts.
Champion the adoption of new technologies, formats, and distribution methods.
Build relationships with key platform partners, technology providers, and industry leaders – partner with Head of Creator Marketing and VP of Media Partnerships to map the industry and our approach.
Your areas of knowledge and expertise
that matter most for this role:
- 15+ years of progressive experience in media, entertainment, or digital content industry experience.
- 10+ years of US market experience in senior leadership roles, leading people leaders.
- Proven track record of scaling owned and operated media properties.
- Deep expertise in digital media, social platforms, and content distribution strategies.
- Strong background in media analytics, audience measurement, and data-driven decision making.
- Experience managing multi-million-dollar budgets, driving consumer metrics and commercial performance.
- A proven positive, energy giving role model and influence with all people, departments and partners we work with.
- Strategic thinker with ability to balance long-term vision with short-term execution.
- Exceptional analytical skills with ability to translate media data into actionable strategies.
- Strong commercial acumen and business development capabilities.
- Outstanding leadership and people management skills.
- Excellent communication and presentation abilities translating media strategy and metrics into easy-to-understand language for our marketing peers to understand.
- Deep understanding of content consumption trends and platform dynamics.
- Entrepreneurial mindset with comfort in fast-paced, evolving environments.
- Experience with sports, dance, music, entertainment, fitness and lifestyle content categories preferred.
- Background in both traditional and digital media environments preferred.
- International media market experience would be an advantage preferred.
- MBA or advanced degree in related field preferred.
- Existing relationships with major media platforms, technology partners and creator media companies preferred.
- Travel 30-40%
- Permanent
- Benefits eligible
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