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 programs that build brand relevance and measurable consumer impact. Reporting to the VP, Marketing (Central), this leader owns the regional Culture Marketing strategy, investment priorities, and major initiatives across owned properties, partnerships, and emerging opportunities. The Director leads a high-performing team, builds influential relationships across the cultural landscape, and works across Brand, Media Network, Field Marketing, Sports, Communications, and Sales to turn Culture initiatives into integrated marketing platforms with measurable impact.

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, 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 behavior, translating cultural intelligence into actionable opportunities across music, dance, art, creators, and new cultural spaces.

  Build and evolve distinctive, ownable Culture platforms that create long-term brand equity and keep Red Bull at the forefront of relevant cultural movements.

  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 programs, 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.

  Build scalable and repeatable formats and guide regional adaptations of national and global initiatives, balancing consistency with local cultural relevance.

  Establish success metrics and post-project analysis that inform future strategy, investment decisions, and portfolio development.

  Own the Culture Marketing budget and resource allocation, maximizing impact and efficiency across markets and programs while maintaining a high standard of production and execution.

• Cultivate and manage high-level relationships with artists, creators, opinion leaders, cultural organizations, and other key stakeholders who can strengthen Red Bull’s cultural credibility and relevance.

  Identify and develop 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 for the team, translating regional strategy into focused plans for priority markets, audiences, and programs.

  Provide ongoing coaching, feedback, and professional development to build capability, succession, and future leadership talent.

  Foster a culture of creativity and accountability, empowering the team to challenge conventions while staying grounded in Red Bull’s brand values and business priorities.

• Lead integrated planning across Brand, Media Network, Communications, Field Marketing, Sports, Partnerships, and Sales to turn major Culture priorities into connected marketing programs 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 in the process.

  Partner with Brand, Field Marketing, and Sales to connect Culture work to priority consumers, product trial, and market objectives, while maintaining strong relationships with national and global Culture teams and representing Central’s point of view.

EXPERIENCE

Your areas of knowledge and expertise

that matter most for this role:

• 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 programs 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 behavior, 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 judgment 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 organizations, 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.
• Bilingual preferred, English/Spanish; with the ability to effectively communicate and build relationships across the Central region
• Employees may be required to lift and/or move items weighing 25 pounds or more, as needed.

• Travel 40-50%
• Permanent
• Benefits eligible