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PRODUCT MARKETING DIRECTOR

Marketing & Sales

Experienced Marketing professional with a demonstrated history of working in lifestyle brands and in the food & beverages industry. Skilled in Consumer Engagement, Consumer Insight, Fast-Moving Consumer Goods (FMCG) and Marketing Strategy.

RED BULL  I  SANTA MONICA, CA
MAY 2019 - PRESENT
Responsible for driving business growth and increasing Red Bull's consumer base by setting brand strategy and activating marketing plans that are founded on consumer occasions and brand activations.
• Led the redefinition of focus consumer occasions and overall long-term brand strategy, sharpening marketing approach which led to double digit volume growth after over a decade
• Drove the definition and planning of Always-On Marketing plans at a national and regional level for three main Consumer Occasions (Socializing and Party, Gaming and Work) - resulting in increased Red Bull household penetration (+1.4pts).
• Led multiple cross functional teams to bring consumer activations to life, inclusive of the single largest Red Bull worldwide consumer activation in conjunction with USA Basketball (Red Bull 3x), currently being activated in key retailers such as Walmart and Kroger
• Led reorganization of the team with recruitment and re-staffing of talent pool

Responsible for driving the consumer engagement agenda across all business units, focused on digital activation, influencer marketing, experiential, sports scale partnerships and brand activation.
• Defined the Social and Digital Media playbook and the Kraft Heinz approach to the space, establishing governance so brands can implement it. Over 10 brands implemented playbook on first year increasing reach by 12% and engagement by 25%
• Developed new approach for Influencer Marketing, changing from current model focused on high cost celebrity level influencers to micro-influencers. Five brands utilized playbook on first year with over ten thousand micro-influencers engaged
• Implemented Kraft Hockeyville, cause marketing platform developed in conjunction with the NFL, having defined strategy and opportunity for the space, negotiated renewal of the contract, build out of the program and implementation of media plans with Starcom.
• Responsible for managing a team of two Senior Managers and one specialist.

CONSUMER ENGAGEMENT ASSOCIATE DIRECTOR

Business owner who sets strategy and leads teams to grow US Gatorade's $5B Hydration Business through strategies and tactics focused on Hispanic consumers.
• Developed full 360 marketing strategy and activation plan for the brand, focused on Hispanic Consumer, collaborating to business all time volume and net sales record
• Led the creation of refreshed instore execution guidelines, POS material and new packaging designs for Hispanic Consumers, resulting on increased visibility on POS and incremental space/displays at Hispanic focused retailers
• Defined formative experience strategy for Hispanic Consumers. Over 2.000 competitive athletes engaged on year 1, and negotiation of contract with partner for at least 3 years of the program with potential reach of over 15.000 athletes nationwide

MARKETING MANAGER, GATORADE US HYDRATION

Marketing Manager of consumer engagement, brand activation, sports marketing, and innovation for international Gatorade, with a focus on Global Football (soccer)
• Exceeded net revenue target by 9x, delivered volume target and met penetration goals
• Led advertising campaign strategy, briefing, big idea development, creative reviews, production, media planning, and agency partnership for six global campaigns - launched across 40 countries worldwide - which resulted in highest consumer-tested global creative for brand Gatorade
• Led the creation of global Messi 'Don't Go Down' campaign which yielded over 500MM earned media impressions and international award accolades including a 2016 Sport Clio Award
• Negotiated deals and developed positive, long-standing relationships with global football powerhouses: FC Barcelona, Lionel Messi, Arsenal FC, Alexis Sanchez, Liverpool FC, James Rodriguez, and UEFA

GLOBAL MARKETING MANAGER, GATORADE

Responsible for developing advertising, content, experiential and comm's strategy for Gatorade in conjunction with the Brazilian Soccer Football Team in preparation for the 2014 FIFA Brazil World Cup
• 15% Volume increase vs PY and 78% value market share record - highest volume growth on brand history
• Granted "PepsiCo Chairman Awards" for Best Business Performances (award given by Indra Nooyi to a handful of projects across the globe)
• Led fur 360 advertising/content campaign from briefing, creative process, Global and Domestic approvals and production of the first Gatorade Global campaign that has been developed outside of the US operation
• Implemented Branded Entertainment Communication plan, including always on social media plan and creative for multiple social platforms such as Youtube, Instagram, Facebook and Twitter. Ranked 6th more engaging brand on Facebook considering all FIFA Sponsors - which Gatorade is not

SENIOR BRAND MANAGER, GATORADE

Responsible for managing full marketing mix (inclusive of P&L) of PepsiCo's fastest growing salty snacks brand portfolio with focus on adult consumers.
• Launched Lay's in Brazil. Largest, most complex and challenging innovation project in PepsiCo Brazil which included approval of U$10MM Capex. Reached 20% value market share on year one.
• Granted "PepsiCo Chairman Awards" for Best Business Performance (award given by Indra Nooyi to a handful of projects across the globe)
• Established new brand positioning for Lay's Sensations, inclusive of long-term innovation pipeline expanding the brand into different categories, delivering revenue increase of +30% vs YA
• Defined commercial plan for Lay's Stax, surpassing category leader Pringles in volume share

ASSOCIATE BRAND MANAGER, LAY'S

Responsible for leading Quaker local brands marketing mix (inclusive of P&L) and spearheading business turnaround, returning business to growth after several years of declining volumes and net sales
• Elaborated innovation pipeline and launched the first Canned Salmon in Brazil, reaching U$30MM on year one (100% incremental do the business)
• Defined commercial and shopper marketing strategies stabilizing volume declines and delivering net sales growth

ASSISTANT BRAND MANAGER, QUAKER

• Identified new target and led brand repositioning, inclusive of first 360 communication plan for Doritos in Brazil. Net sales growth of 50% on first year and set-up brand to be the second largest PepsiCo Salty Snacks brand in profit.
• Development and implementation of several innovative Grass Roots and Digital Brand Activations such as the First Augmented Reality activation with codes to unlock on packaging in Brazil

MARKETING SPECIALIST, DORITOS

• Day to day interaction with design and creative agencies.
• Development of Merchandising and POS Materials supporting marketing campaigns

MARKETING SPECIALIST

Find out detailed information about Oliver Schrickel, PRODUCT MARKETING DIRECTOR in Marina del Rey, CA

Oliver Schrickel: PRODUCT MARKETING DIRECTOR in Marina del Rey, CA

Oliver Schrickel