Culture & Sports Specialist

This role develops and executes a consumer-centric Culture & Sports marketing strategy that translates global and regional priorities into locally relevant programmes for the Hong Kong market. It drives opinion leader and athlete marketing, events, community engagement, partnerships, and innovation, managing them end-to-end to ensure maximum impact and execution excellence. Working cross-functionally with Media Network, Brand, Student Marketing, and Sales teams, the role maximises the reach and effectiveness of Red Bull's Culture & Sports platforms across all consumer touchpoints.

• Develop and execute the long-term local Culture & Sports marketing strategy and projects, aligned with global and local priorities, and contribute to Red Bull's worldwide success through innovation and unique content.
• Identify emerging trends, talent, communities, and opportunities across sports, culture, music, dance, skate, fitness, gaming, mass sports, and youth passion points, and maintain a strong local network with a finger on the pulse of new movements.
• Plan and deliver high-quality events and projects of all scales, activate international projects and athletes, and implement efficient branding strategies for Red Bull projects, athletes, and third-party events.
• Identify, recruit, and manage artists, athletes, opinion leaders, and key partners with strong brand fit, setting and tracking individual targets to optimise impact and efficiency.
• Build and maintain a portfolio of key artists for projects and programmes within the World of Red Bull, and build strong relationships with global and local artists, dancers, and athletes to maximise local and emerging activations.
• Lead authentic and credible seeding and usage of Red Bull products in focused playgrounds with athletes and opinion leaders, securing clear communication about the brand and product, and establish Red Bull as a credible everyday beverage in the Culture & Sports landscape.
• Ideate, design, and flawlessly execute an innovative "only Red Bull can do" event, artist, and athlete project programme, developing concepts tailored to HK consumers that create memorable experiences and generate unique media content.
• Maximise brand and authentic product exposure online and offline, ensure efficient logistics and event tool handling, generate an efficient third-party events programme, and manage partnership and sponsorship negotiations.
• Partner closely with Media Network, Brand, Student Marketing, Sales teams, and external agencies, ensuring clear and consistent communication before, during, and after activations, ensure Culture & Sports programmes contribute to local marketing and business objectives and targets
• And act as the local subject matter expert to drive alignment and excellence across all consumer touchpoints.
• Manage annual Culture & Sports marketing budgets with effective resource allocation, run the programme to high Red Bull standards in professionalism, wit, cleverness, efficiency, budget transparency, legal, sales orientation, and creativity, define KPIs, evaluate programme effectiveness
• Develop actionable insights and best practices, continuously identify innovative concepts to enhance impact and ROI, and document all activities in a timely and comprehensive manner.

• 5+ years of working experience in the culture, music, dance, or sports industry, allowing a vast understanding of the landscape.
• Experience in dealing with artists, athletes, and related entities (management, labels, etc.).
• Well connected in different sports and culture scenes and environments; a good networker.
• Ability to design and organise events and projects of all scales (budgets from HKD 1K to 1M).
• Ability to multi-task and work in cross-functional teams with different objectives and personalities.
• Strong management skills, leading external agencies and freelancers.
• Clear understanding of youth culture, the music and culture industry, and local and global sports and entertainment.
• An entrepreneurial "can-do" attitude, facilitated by continuous learning and application of appropriate best practices to turn ideas into action.
• Creative and innovative mindset, open to new things.
• Proficient in MS Office tools: PowerPoint, Excel and Word.