Toby McDell
Marketing Director EMEA ex Global Business Unit Marketing Lead (Mountain Sports) · BOA Technology
Fuschl am See, 5In My Own Words
Senior leader, coach and team player. Strong strategic thinker, planner and executer. Creative marketer with proven track record of research lead innovation. Marketing of premium products within Sports, Technology, FMCG, Beer, Wines & Spirits categories. B2C and B2B. Deep understanding of and experience with all major marketing & sales mix pillars (Consumer/Shopper research, Product Management, Media planning and buying, Social, Corporate Communications, Sponsorship/Events, Gastronomy, Trade/Retail and experiential). Strong track record of working across diverse cultures and geographies within International and local organisations.
Work Experience
Marketing Director EMEA ex Global Business Unit Marketing Lead (Mountain Sports)
BOA Technology2018 – Present
Member of Regional and Global Senior Leadership Team. Development and execution of regional marketing plan to support all Sport, Workwear and Medical product segments (Media Planning and Buying, Brand campaign development, Brand Partner/Customer marketing, Athlete and Event sponsorship, Social, PR, Trade/Retail activation). Global Business Unit Marketing Lead for Mountain Sports segments. Management and development of regional marketing team.
International Head of Simply Cola / Organics By Red Bull (Non-Energy )
Red Bull2015 – 2017
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.
Marketing Director
Red Bull2013 – 2015
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.
International Brand Marketing - Head of Cross Marketing & Consumer Activation
Red Bull2010 – 2012
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.
International Trade Marketing Manager
Red Bull2008 – 2010
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.
Account Director
Craftwerk Marketing2006 – 2008
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.
Account Manager
VCCP2004 – 2005
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.
Education
Financial Analysis for Non-Financial Managers
INSEAD2020 – 2020
Financial Analysis for Non-Financial Managers
International Sales Promotion Diploma
Institute of Sales Promotion2005 – 2005
International Sales Promotion Diploma
Yacht Master Off-Shore with Commercial Endorsement
Royal Yachting Association2002 – 2002
Yacht Master Off-Shore with Commercial Endorsement
Bachelor of Commerce Majoring in Marketing / Management (BCom)
University of Otago1999 – 2001
Bachelor of Commerce Majoring in Marketing / Management (BCom)
Interests
Industries
Activity
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