Marketers are constantly vying for shopper attention in store. In 2019, Red Bull was facing rising costs and print volumes across its trade marketing program. The brand was partnering with dozens of vendors yet it was struggling to cut through in stores.

Recognising the opportunity, I overhauled the brand’s local strategy. I undertook a thorough vendor reevaluation process, streamlined briefing and logistics and improved the quality of the brand’s in-store displays, whilst generating double-digit decreases in costs and cardboard consumption.

The work was recognised as a global best-practice for the brand, winning multiple industry awards (including a Gold Shop! Award for the Best Display in Australia & New Zealand) and contributing to the brand’s #1 market share in the region.