Director, Culture Marketing

The Director of Culture Marketing (Central) leads the strategy and portfolio for how Red Bull participates in and contributes to culture across the Central Region. The role identifies the cultural spaces, communities, artists, creators, and ideas where Red Bull can play a distinctive and credible role, translating national and global priorities into locally relevant programmes that build brand relevance and measurable consumer impact. Reporting to the VP, Marketing (Central), the Director owns the regional Culture Marketing strategy, investment priorities, and major initiatives across owned properties, partnerships, and emerging opportunities.

• Lead the development of a comprehensive, long-term Culture Marketing strategy aligned with Red Bull's global, national, and regional business and brand objectives, tailored to priority markets across the geographically diverse Central Region.
• Own the regional Culture Marketing portfolio and investment choices, deciding what to build, scale, test, evolve, or exit based on cultural relevance, consumer opportunity, strategic fit, and expected impact.
• Serve as the primary thought leader on cultural trends and emerging consumer behaviour, translating cultural intelligence into actionable opportunities across music, dance, art, creators, and new cultural spaces, and build distinctive, ownable Culture platforms that create long-term brand equity.
• Define clear objectives and success measures for Culture initiatives, connecting consumer impact, product trial and integration, content and earned reach, brand relevance, and, where appropriate, business outcomes.
• Set the strategic direction and provide executive oversight for flagship Red Bull-owned events, third-party partnerships, and major Culture programmes, ensuring exceptional delivery, brand alignment, and meaningful impact.
• Ensure major initiatives are designed from the outset with integrated consumer, product, content, communications, and commercial objectives rather than as standalone events, and build scalable, repeatable formats with regional adaptations that balance consistency and local cultural relevance.
• Establish success metrics and post-project analysis that inform future strategy, investment decisions, and portfolio development
• And own the Culture Marketing budget and resource allocation to maximise impact and efficiency across markets and programmes while maintaining high production and execution standards.
• Cultivate and manage high-level relationships with artists, creators, opinion leaders, cultural organisations, and other key stakeholders, and identify authentic artist and creator integrations that deepen storytelling, drive product trial, extend reach
• And create meaningful participation in culture.
• Secure differentiated partnerships and long-term strategic alliances that provide access, credibility, and opportunities Red Bull could not create as effectively on its own.
• Build, lead, and mentor a high-performing Culture Marketing team, fostering collaboration, cultural curiosity, innovation, and high standards of execution
• Set clear priorities, objectives, and decision rights
• Provide ongoing coaching, feedback, and professional development
• And foster a culture of creativity and accountability.
• Lead integrated planning across Brand, Media Network, Communications, Field Marketing, Sports, Partnerships, and Sales to turn major Culture priorities into connected marketing programmes with clear roles and shared objectives.
• Partner with Media Network and Communications to ensure content strategy, creator integration, earned storytelling, and distribution are built into Culture initiatives early, and partner with Brand, Field Marketing, and Sales to connect Culture work to priority consumers, product trial
• And market objectives while representing Central's point of view with national and global Culture teams.

• 10+ years of progressive marketing experience, with significant experience in culture, lifestyle, brand, experiential, entertainment, or related marketing disciplines.
• Proven track record of setting strategy and leading large-scale, innovative, multi-market Culture Marketing programmes and portfolios.
• Deep understanding of traditional and non-traditional brand marketing and how culture, creators, content, events, product, and community intersect to build brand relevance.
• Strong knowledge of cultural ecosystems and consumer behaviour, with the ability to identify emerging movements, communities, and opportunities before they become mainstream.
• Experience overseeing complex live experiences, event production, and partnerships, with the judgement to guide internal teams and external partners while maintaining high creative and production standards.
• Strong network of relationships across the culture space, including artists, creators, opinion leaders, cultural organisations, and industry partners.
• Demonstrated success managing significant budgets and portfolios, making clear investment trade-offs, driving efficiency, and measuring impact.
• Exceptional people leadership and the ability to influence senior leaders and cross-functional teams in a fast-paced, highly collaborative, matrixed environment.
• Ability to lift and/or move items weighing 25 pounds or more, as needed.

• Bilingual preferred, English/Spanish, with the ability to effectively communicate and build relationships across the Central region.