Josh Zabel Email and Phone Number

Responsible for National Brand Commercial Strategy in Convenience. Manage direct marketing programming for top priority convenience customers in collaboration with Sales, Category, and cross-functional departments to build Red Bull throughout the shopper path to purchase.• Oversee, plan, manage, & deliver annual $2.035MM Shopper Marketing budget allocation. Determine investment & marketing strategy in Small Format customers, driving purchase conversion and loyalty• Manage Marketing programming for 3 National Convenience Customers: Circle K, Pilot Flying J, EG America. Additionally Manage 2 Shopper Marketing Personnel, covering 6 Super-Regional Convenience customers: Caseys, BP, Kwik Trip, Murphy USA, Sheetz, GPM Investments• Customize National Brand Programs & Shopper Marketing programs, securing incrementality & visibility of Red Bull with must win retail partners• Establish goals, measurements and benchmarks to lead and measure program performance. Identify business case opportunities and develop rationale to inform programming decisions. • Oversee the multi-prong measurement approach within the Small Format channel including custom research, holistic program recaps, Shopper Spotlight share-outs, After Action Reviews and Annual Learning Plans• Develop new applications, testing and tactics; find new technical integrations between Red Bull and our customers' digital ecosystems

Responsible for Red Bull Brand Marketing programs in Michigan, Indiana, & Kentucky with a focus on field & event marketing, advertising, creative development, and success at retail.• Ideate, plan, & execute regional in-store marketing & consumer marketing programs: Keys to the Track 3.0 (2022) & 2.0 (2021) in collaboration with Indianapolis Motor Speedway; At Work Manufacturing, Indy 500, Kentucky Derby, Summer Socializing, Off to College• Manage $1.5MM+ annual brand marketing & consumer collecting budget in Great Lakes Region (MI, IN, KY, IL, WI)• Execute brand marketing & sales programs against Red Bull events, developing campaign assets and localized field marketing initiatives: Red Bull Flugtag Milwaukee, Red Bull SoundClash Detroit, Red Bull Campus Clutch, Red Bull Snow Scramble, Movement Music Festival, Electric Forest, Lollapalooza, Red Bull Arts Detroit• Align all marketing initiatives across sales & marketing organizations, ensuring ROI in retail (ex. incrementality, display programs, incentives, experiences) & delivering vs KPIs• Manage 4 Brand Marketing Specialists who manage a collective 49 part-time workforce, sampling 600K cans annually

• Managed Workforce of 18 Student Marketeers, sampling/seeding 227,764 cans of Red Bull (2019)• “Interim BMM” Project Management: regional budget management, regional occasion plan adaptations, indirect sampling budgeting, BP20 event & occasions programs (Conant Gardens Party Store, Red Bull 400, Moto Can, EABU LT Visit, DP Support, Movement, Lake Life, Electric Forest), Cell Team Management• Tailgating S&P Occasion Pilot Program: Consumer Collecting Blue & Silver Approach for University of Michigan (2019)• Regional Brand Support: Developed resourcing methodology incorporating Project Starshot, Depletions Data, IRi Share Data, Population & Consumer Data, & Historical Sampling Actuals for BP21 & 2020 Revision Cycles, Multi-Market Inputs and Regional Adjustments for BP20, BP21, 2019 & 2020 Revision Cycles• Regional Brand Support: Consulted & Created Tools for Red Bull Solo Q Consumer Activation, Insights & Retail Wiring Pitches for Regional Gaming Occasion Campaign• Developed & Executed ORGANICS by Red Bull CC Approach, driving trial of 13K cans & supporting ONP Volume Targets• BMS “Double Duty”: Managed Full MI Student Marketeer Workforce, & Delivered MI FRE/SRE Results (Q3 2019)

• Managed Workforce of 13 Student Marketeers, sampling/seeding 114,884 cans of Red Bull (2018), 65,155 cans (January - June 2019)• Managed Live Show/Side Acts Production, Red Bull Air Race Indianapolis 2018• Executed Blue & Silver Campaigns: Red Bull 400 2018 & 2019, Electric Forest 2018 & 2019, Red Bud AMA Motocross 2018 & 2019, Michigan vs. Michigan State Rivalry Football, Michigan Ice Festival 2018 & 2019, International 500 2018 & 2019, Grand Rapids Comic Con, Back to College, etc.• Managed Detroit Student Marketeer Workforce, Developed 2018 Flight School, & Led CC BP19 for Michigan (Detroit, Grand Rapids) in absence of CCS – Q3 2018• Delivered against National CC Programming: 2 teams competing in Red Bull Can You Make It? 2018, Top 20 submission for Red Bull Bracket Reel Dance 2018, Red Bull Paper Wings 2019 first national Qualiflyer, etc.

• Managed Live Show/Side Acts production, Red Bull Air Race Indianapolis 2017• Executed/Supported10+ titled and supported Brand Events: Red Bull Sound Select Presents: 30 Days in Chicago, Movement Music Festival, Electric Forest, Red Bull Hart Lines, Red Bull House of Art Resident Exhibitions, Red Bull Flugtag Louisville • Project Lead on 6 initiatives: Michigan Cell Lead, Dominating College Life, WalMart Retailtainment, Bailey Payne Athlete Tour, Innovation Launch 2017, Wings for Life World Run OH• Analyzed data & insights to identify campus and regional opportunities via SBM Campus Research & GIS Marketing Mapping Insights Portal• Supported 3 through-year projects: Back to College, Winter Warrior, Wings Team Sales Support

• Strategically executed Red Bull marketing initiatives in order to excite student consumers, win over new and infrequent users, and build brand relevance by engaging all aspects of Red Bull’s Marketing Mix.• Assisted at 5 Red Bull Titled Events: Red Bull Soapbox Cincinnati (2015), Red Bull Reign Cleveland (2014, 2015), Red Bull Thre3style Indianapolis (2015), Red Bull Takeaway (2015