kelly l. robinson- grabbing the bull by the horns

kelly l. robinson- grabbing the bull by the horns

Field Marketing Manager, Red Bull

Red Bull prides itself on its innovative use of unconventional marketing tools. Thanks to the leadership and wisdom of Kelly Robinson, the world leader of energy drinks has been able to apply their strategic and unique approach to sales and promotions.


Before joining Red Bull as the field marketing manager in 2008, Robinson held the same post at Capitol/EMI Music for 15 years. After developing promotion and sales campaigns for everyone from Mariah Carey to Paul McCartney, Robinson has successfully made the transition from the music industry to energy drinks. “A CD is a consumer-packed good, so is a can of Red Bull,” Robinson says. “I made the transition very easily because I know my market, I know the consumers.”


Hosting events like Red Bull’s Sound Clash and Big Tune allows Robinson to utilize an event-based approach to marketing, while combining techniques from his previous job. “There are no rules to marketing – marketing is always changing,” he says. “Red Bull has upped [the] ante . you have to be prepared for the [up]coming day with whatever you’re working on, but also be flexible with the things that are going to come up that are unplanned.”

Luckily, Robinson’s youthful attitude helps him succeed. “I certainly don’t fit the stereotypical 42-year-old,” he jokes. “Having a natural body of energy and then coupled with the added energy coming from Red Bull, I have [the perfect match].” –gavin philip godfrey



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