Toby McDell

Global project lead for 'Non-Energy' beverage range development and pilot roll-out. Responsibilities included Consumer/Shopper research, Product and Packaging development, Brand Positioning, Creative Strategy and Campaign development, setting of global launch guidance including P&L, Consumer Marketing and On & Off-premise channel approach. Overall management of Country planning and review process.

Member of Senior Leadership Team, responsible for setting strategic direction and managing execution of marketing programme in line with targets, budgets and international guidelines. Day to day management of all marketing activities including products, campaigns, athletes/opinion leader projects, events, student brand management and consumer collecting programmes. Additionally lead the management and development of all Red Bull Media House projects including redbull.com/nz, The Red Bulletin publication (Print & Online) and Red Bull Music Studio Auckland including all content production and distribution. Responsible for the management, coaching and development of a 28 strong Marketing Team.

Established and lead new department aimed at better integrating marketing and sales activities across Red Bull Energy Drink & Red Bull Media House organisations. Worked with International Marketing (Culture, Sports, Comms & Media) and Sales (On and Off-Premise) Heads to develop integrated marketing / promotional strategy and global execution guidelines. Developed global packaging & consumer activation programmes as well as managed country business plan submissions and projects with international Marketing, Sales, Legal and Operations to ensure smooth and on time execution.

Responsible for development and implementation of International Trade Marketing Strategy, Standards and Tools across 164 countries to support Category Management, Account and Field Sales Teams with driving awareness, trial and purchase of Red Bull products in key sales channels. Key tasks included leading consumer/shopper creative development, print & digital POS communication, full product management of all refrigeration, vending and permanent display solutions for convenience and take-home channels, as well as in-store activation and placement strategy. Worked closely with key stakeholders - International Brand Marketing, Legal, Operations and Procurement.

Was responsible for the account service and strategic planning of integrated marketing activity for a number of major corporate companies in the Beer, Wines and Spirits categories, including Constellation Europe and Campari Brands International.

Supported the Group Account Director with the account service and strategic planning of all integrated marketing activity (ATL/BTL) for a number of major corporate companies in the Beer, Wines and Spirits categories, including Miller Brands (Peroni/Pilsner Urquell), Mueller Yogurts, Microsoft, Break Through Breast Cancer, The Pitcher & Piano and more.