Red Bull Social Media Manager

Sep 2017 - Jan 2020

Initially, I was hired to continue my work standardizing Red Bull’s Community Management Strategy. As prioritizes shifted, I was given the keys to be Red Bull’s Social Media Manager covering channel and community management. I oversaw @redbull’s short form accounts which included Facebook, Twitter, Musical.ly, TikTok, Pinterest, YouTube Community Tab, Snapchat, Giphy and new platforms.
Long form content was managed by my close friend, Hristos Fleturis. It included YouTube, Vimeo, and Live Streams.
We worked closely to program an always on calendar for Red Bull’s events, campaigns, athletes, creators, products, country teams, events team, and much more.

We managed multiple agencies and coordinated with our US partners. Our agencies were in Austria and in Singapore. I trained the agencies to assist with scheduling and copy creation.
They would follow my guidelines for community management which allowed us to be active 24/7 on all accounts. Our posting cadence was intense, utilizing new features at the time like Facebook Crossposting and IG Stories. I built and managed the team’s Airtable calendar for optimized workflows and transparency across teams. This created ample timing to ideate new ways to keep our Social ahead of the trend.

I worked closely with our Influencer and Athletes team for raw clips and content creator ideation/briefing. This complimented our already intricate content funnel. Reporting was always a blast as Red Bull’s content was limitless. We had constant meetings on how to break the next barrier with our organic numbers and paid team’s extension. In smaller sessions, I worked with an editor, rotating interns, and our agencies to ideate and create content for our feeds. We established and adapted to the newest best practices. Semi-annually, I presented to our Global network of channel managers on our learnings and teach best practices their teams can use in their markets.

I take pride in owning the Instagram account and growing it’s following +200% to 12 million+. I transitioned our Musical.ly account to TikTok and grew the account to 3 million+.
Additionally, I established the foundation for Red Bull’s vertical accounts: Bike, Snow, Surf, Motorsports, Gaming as well as mediated the growth of localized and country accounts.
It’s satisfying seeing the exponential growth Red Bull has over the years and the occasional repost from one of my projects!

#GIVESYOUWINGS

My experience with Red Bull was out of this world. I was relocated to Salzburg, Austria to join the Global Social Media Team at Red Bull’s International Headquarters. I worked with their diverse and world renown social media team.

TikTok and Short form content example

Creator and Athlete-led Instagram Story for Red Bull Cliff Diving

Engaging Instagram Stories driving click through rate

*Potential Squarespace video issues

Red Bull TV Community Specialist

The launch of Red Bull TV was a critical time for Red Bull Media House with the rise of streaming platforms. To this day, you’re able to watch Red Bull Live events, shows, movies, and much more on Red Bull TV. The app is on many TV and Mobile devices.

I was selected to be Red Bull TV’s Community Specialist with my Community Management experience as a Cross Marketing Coordinator. I sat with the Social Media Team and worked cross functionally with the Product and Programming Teams.

My role required me to have deep knowledge on our Social Media presence and to locate and foster communities. I was the guy behind the keyboard responding to your comments @redbull and @redbulltv.

I created groups for Red Bull TV programming so viewers had a space to discuss. Additionally, I engaged with critics of the application and triage feedback. I reported weekly to the leads of Red Bull Media House on community feedback for Red Bull TV.

This role would evolve as the rising demand of community managers were needed. I standardized Red Bull’s tone of voice for our global account owners to follow.

Watch Red Bull TV

Jan 2016 - Sep 2017

Red Bull Cross Marketing Coordinator

My success in the gaming space led to my role as the Cross Marketing Coordinator. Red Bull had a massive collaboration with Destiny the Game - a First Person Shoot created by Bungie and Activision. As a fan of both Red Bull and Destiny, I was tasked to manage the community and speak on behalf of both brands.

The partnership had codes under the tabs of special Red Bull cans. Players of the game could redeem these for in game rewards. An issue arose when valid codes were redeeming invalid. This is where my position shined. I worked closely with the Consumer Affairs and Social Media teams to resolve customers invalid codes. We went through hundreds to thousands of tickets a day. I hired and trained 5-7 employees to help with the ticket volume in peak months.

I created reports on the quality and quantity of the partnership’s interactions. The feedback we received through Consumer Affairs and Social Media were always positive - maintaining brand love.

Jul 2015 - Jan 2016

Red Bull Student Brand Manager

My role as a Student Brand Manager at UCSD was a one of a kind experience. The position was in charge of making Red Bull top of mind and to get the can in hands of new consumers. Building lifelong lovers of the brand started with me.

I executed multiple strategies to reach every corner of my college’s communities with seeding and event support. We did “hacks” and innovative ways to market Red Bull on campus. You ever see a crate of Red Bull “airdropped”? That was me!

I was a member and active in many groups at UCSD. I was a NCAA athlete, UCSD Recreation employee, a member of UCSD’s Greek Life, the DJ club, the Gaming Club, the Hackathon Club, a few culture clubs, and outdoors club to name a couple. Each of these endemics had strategic moments to seed product and provide event support/infrastructure.

I had hands on experience with our Sales Team for opening new accounts on and off campus. Additionally, I collaborated with our Events Team for the many Red Bull Titled events hosted on and off campus. Below are a few example of events I ran from start to finish. I ensured constant contact and planning with the Wiiings Team to capture peak moments for premium seeding.

Gaming was on the rise and I found myself succeeding in the new space. I planned and executed many events with our school’s club, ultimately making Red Bull Titled gaming events with Headquarters. I was considered a Rho Beta, the top percentile of Red Bull Student Brand Managers.

May 2014 - Dec 2015

  • Watching Tien combine his charisma and empathy with his passion for authentic brand marketing has been a pleasure. It's rare to find an individual who puts so much of himself and commits so heavily to quality in everything he does.

    Kevin He, Triton Gaming & Blizzard Entertainment

  • Tien speaks the language of the internet. I was always amazed at how well Tien's intuition was for understanding how the internet works. If it is happening online - he knows about it. This mixed with his strong understanding of how to speak to intimately audiences make an explosive combination.

    John Braynard, Global Head of Social Media at Red Bull

  • Tien is a Content Creator Wizard! I had the opportunity to work with Tien during my time at the Red Bull Media House. He brings in Creative Ideas, will travel to any destination you send him to get that one great photo / video / content piece done and is willing to move across continents just to follow his passion.

    Chris Eberl, Engineering at Red Bull Media House & AWS