Manager, Programming - Culture & Brand

Red Bull•Santa Monica, CA

21d•$85,360 - $128,040

About The Position

The Manager, Programming – Culture & Brand will be responsible for curating, scheduling, and optimizing culture (music & dance) and brand content across owned and managed channels. This role will play a critical part in driving audience engagement and brand awareness by creating compelling content that resonates with the culture and brand community. This role will collaborate with cross-functional teams, including production, social media, and marketing, to ensure content aligns with brand objectives and maximizes its reach and impact across platforms.

Requirements

3+ years of experience in digital programming, culture media, or related roles, with a focus on content curation and channel management.
Experience managing content calendars and programming for digital platforms, including social media and web.
Track record of developing, producing or publishing social media content across all major platforms.
Strong understanding of digital content trends, audience behavior, and how to engage culture communities online.
Proven ability to work cross-functionally with production, marketing, and social media teams.
Excellent communication skills, with a focus on collaboration and knowledge sharing.
Experience using analytics tools to track performance and optimize content strategies.
Bachelor’s degree in media, marketing, or a related field.
Required to have experience running social media accounts and/or programming websites and apps.
Must be fluent in English, additional language skills an advantage

Responsibilities

Content Curation & Programming
Develop a deep understanding of the culture and brand content library, including live events, artist profiles, original series, and brand projects.
Build and maintain the culture and brand programming content calendar for owned and managed channels, including YouTube, TikTok, Instagram, Facebook, and third-party platforms.
Lead execution of multi-platform digital programming campaigns for Red Bull’s slate of culture and brand projects, events/shows, original video productions, music competitions, and editorial on our website.
Collaborate with internal teams, such as Production, Social Media, Communications, and Marketing, to align on content strategy and execution.
Define clear success metrics for programming, including video views, minutes watched, and engagement rates.
Ensure content is optimized for the platform it’s published on, implementing a "content in context" approach for all programming.
Advise on storytelling opportunities and engaging web experiences for Culture & Brand programs on redbull.com.
An early adopter of new media trends and practices; knowledge sharer of learnings to instill best practices for the media network team.
Channel Optimization & Audience Engagement
Optimize channel performance by developing strategies for content scheduling, featuring, and improving the overall consumer experience.
Work closely with the Culture and Brand Communications teams to maintain a consistent tone of voice across all social media and digital channels.
Develop platform-specific strategies for engaging audiences and driving organic growth through content.
Tell the story of Red Bull’s culture and brand programs across digital platforms to reach and engage target audiences.
Constantly sharpens strategies of Owned, Managed channels and 3rd party distributed channels, identifies potential programming partner channels, and builds consistent holistic programming and release plans across the Red Bull Media network – locally runs channels, 3rd party distributed channels and global Red Bull channels.
Cross-functional Collaboration & Global Alignment
Collaborate with the global programming team to ensure that Culture & Brand content aligns with the broader content strategy and best practices.
Share insights and learnings with regional teams to ensure alignment across the organization’s media network.
Stay up-to-date with industry trends, competitor programming, and audience behavior to inform future content strategies.
Work with the Production and Communications teams to optimize content performance based on platform goals and objectives.
Collaborate with Programming teams across departments to gather and share best practices and learnings
Partner with Culture and Brand Marketing and Communications teams to understand program objectives to inform programming campaigns.
Performance Analysis & Reporting
Use internal systems to track, analyze, and optimize the success of programming initiatives.
Set up regular reporting on key performance metrics and provide actionable insights to improve future campaigns.
Produce impact reports on content and programming performance for key stakeholders, highlighting areas of success and opportunities for improvement.
Extract metrics-based best practices and key learnings from digital programming initiatives to inform future campaigns.
Audience Development & Strategy
Collaborate with cross-functional teams to develop strategies that drive audience growth, engagement, and retention.
Ensure programming aligns with key brand moments, cultural events, and artist projects to maximize impact.
Identify new opportunities for content development and distribution across platforms, ensuring the Culture & Brand programming resonates with target audiences.
Social Media Content Strategy & Production
Evaluate how Red Bull “shows up” on social media and develop strategies to inform social media plans for various content and event campaigns.
Serve as a social media expert, maintaining a keen understanding of platform trends & developments and communicating takeaways to the Culture and Brand teams.
Navigate the influencer/creator ecosystem to identify potential partners to engage for collaboration opportunities, advising on strategy for activating social media partners to successfully engage their audiences.
Collaborate with @redbullusa social team to champion Culture & Brand programs via creative social activations.