The Regional Account Manager for Non-Commercial (RAM) is an essential member of Red Bull North America’s (RBNA) Non-Commercial national sales team. This position supports volume, market share, and distribution objectives by selling and implementing national account priorities at the regional level for RBNA, focusing on top Non-Commercial Foodservice companies nationwide. Key areas of focus include Healthcare, Colleges & Universities, Vending, Regional Contract Foodservice partnerships, and Travel opportunities.
The role achieves its goals by aligning, translating, and executing shared customer and Red Bull priorities across different national account sectors and business lines to exceed targets. Responsibilities include, but are not limited to, developing key customer relationships and effectively executing national account programs at the regional level, managing extensive stakeholder relationships across a wide geographic area, and successfully influencing and collaborating with field sales and marketing teams to implement brand programs in all relevant outlets.
RESPONSIBILITIESAll the responsibilities we'll trust you with:
Distribution: Ensures that all national, divisional, regional, and unit schematics adhere to Red Bull standards within the Non-Commercial directives regarding product flow and package assortment.
Promotion: Develops an annual promotional schedule aligned with Non-Commercial HQ objectives. Effectively communicates Red Bull's standards and pricing in a manner that meets customer needs. Ensures that all promotional activities are supported by impactful Point of Sale (POS) materials and incremental displays.
Quality Points of Distribution (QPOD): Tailors sales strategies to meet account-specific goals while promoting efficient, permanent displays. Analyzes return on investment (ROI) before recommending POS or customized solutions. Executes display setups according to HQSG channel guidelines.
Relationship Building: Initiates and fosters relationships with the Red Bull Foodservice Team, Business Units (BU), and Distribution Partners (DP). Enhances awareness of assigned accounts, collaborates with BU Field Marketing, and aligns National Accounts with Red Bull initiatives.
Develops a 'Wiring Model' to ensure effective communication with all regional customer decision-makers and execution down to the unit level.
Regularly participates in activities designed to cultivate relationships and establish connections ('wire') at the national, divisional, and regional levels with assigned customers.
Creates essential tools and business review templates to ensure Red Bull personnel are consistently reviewing comparable data with local Distributor Partners (DPs), maintaining uniformity across Business Units.
Ensures compliance at the national, division, and regional levels with annual Customer Marketing Agreements from non-commercial headquarters companies for all designated areas of responsibility.
Monitors and controls budgets diligently to ensure alignment with the annual business plan (BP) budgets.
Manages travel and entertainment (T&E) expenses within the allocated budget.
Collaborates with leadership to assess the return on investment (ROI) for all programming and promotions at the national, division, and regional levels.
Leads post-promotion analysis in partnership with the Category Manager to evaluate the effectiveness of promotional campaigns.
Utilizes all accessible RBNA data, information, tools, and Category Management resources to establish and uphold thought leadership within the Energy Drink category across assigned territories.
Actively seeks business relationships that enable Red Bull to acquire valuable retailer scan data, basket analysis data, and other insights to shape future strategy and enhance understanding of consumer purchasing behaviors.
Conducts detailed analyses of business and customer sales performance to identify priorities and strategic areas of focus for the team.
Facilitates quarterly business reviews to provide leadership with updates on business progress, channel competition, market opportunities, and more.
Routinely shares examples of Red Bull’s marketing efforts to highlight the brand’s differentiating factors compared to competitors.
Provides actionable energy industry insights that promote adjustments in promotion strategies, pricing structures, or product display techniques.
Utilizes appropriate communication processes to keep Foodservice sales, marketing, and distribution teams informed of all programs and initiatives. Ensures DPs (Distributor Partners) and DPMs (Distributor Partner Managers) are updated on national, division, and regional-level programs and initiatives related to their assigned chains.
Maintains open and clear communication with relevant Business Unit (BU) and Distributor Partner personnel to guarantee efficient program implementation.
Establishes regular and effective communication with BU and HQ teams.
Integrates insights and input from marketing, finance, and category management specialists to create strong strategies and develop a compelling conceptual selling story.
Effectively communicates and collaborates with HQ, Foodservice, and BU teams, leveraging feedback from marketing, finance, and category management experts to formulate robust plans and impactful conceptual selling approaches for retailers.
EXPERIENCE
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