The Connecticut Project

Role: Cross-Functional Project Manager

the story.

Following market analysis, the state of Connecticut provided the largest single opportunity for growth, specifically in the off-premise channel. Working cross-functionally with multiple distributors, On & Off Premise Sales Managers, Wings Team, Student Brand Managers & ops teams, we devised a plan to strategically increase brand awareness & belief in product functionality in order to drive case volume in the on & off premise channels.

summary.

This project was set to be along an open timeline as the true goal was to evolve the relationship between marketing & sales on the Red Bull side in order to re-define what it meant to support sales in market.

The Connecticut Project successfully supported sales in ways that had never been seen before, resulting in an increase of volume throughout the state, increase in cold & warm displays in both on & off premise accounts and effectively changed how sales & marketing worked together moving forward in market.

In addition, we were able to create Connecticut-specific branded content to generate local relevance while also ensuring positive brand & product experience for local consumers.

Quantitative

• 1,500+ hours dedicated to supporting on & off premise sales accounts

• 1,250+ on & off premise accounts visited

• 6,500+ product samples distributed

Qualitative

• Strengthened relationships between distributor reps & account owners

• Changed ways-of-working between Red Bull & distributor, leading to more opportunities captured

• Generated locally relevant on-brand content to increase awareness & reputation