Tessa Barrera

Global Head of Social Media: Red Bull

Salzburg, Austria

Work Experience

Red Bull

Global Head of Social Media

Focusing on engagement and encouraging consumers to lead the discussion rather than traditional brand led conversations. The focus is on the experience for consumers and the tools we can give to them that enable them to share their own experiences within their own personal networks.
January 2012 - Austria

Red Bull

Global Social Media Manager

Worked to execute social media initiatives; led editorial strategy, drove internal communication, understanding and field level execution of social media across all international markets; drove platform development and project management of social projects. Promoted after 1 year within RBMH to Head of Social.
February 2011 - March 2012 Austria


Social Media Strategist

• Creation of the social media strategy team and management of department.

• Design of cross-channel social strategies for large-scale campaigns: Pepsi Refresh Project

• Campaign creation that result in tangible product purchases: Mastercard’s Holiday Gift Finder, Maybelline Global, Target Back to School

• Creation of specific integrated branded content campaigns using social media cross platform: HBO Go 2nd Screen experience, AEG/Electroluxx: Perfunkt, Clear Channel: I Heart Radio, Brand X

• Development of large-scale global organizational realignments on digital platforms and social media channels: United Nations and United Nations Development Programme, Four Seasons Hotels and Resorts,Target

• Analysis for competitive, content, influencer and social brand identity: Pepsi Max

• Development of seeded outreach campaigns and content creation: National Association of Realtors: HouseLogic

• Thought leadership for White Papers: “How to Create Sustainable Brand Engagement in Social Media Campaigns”; “iPhone Moms: Power Users, Not Puff Balls”; and “The Best Social Media Measurement Tools”, and articles for NotesonDigital.com
September 2009 - January 2011 New York, New York, United States


Communications Manager

Increased press hits 353% from start to end of position with successful placements in The New York Times (Sunday Business Section), ABC Nightline News, Fox Business News, Reuters, Wall Street Journal, AFP, AP and industry blogs.

Drafted press strategy and coordinated press outreach with the U.S. Department of State, White House, Facebook, Google, YouTube, MTV and Columbia Law School for the Alliance of Youth Movements Summit in December 2008.
October 2008 - September 2009 New York, New York, United States


On Site Integration, Professional Mascot, SOCIAL APIs, Social Media Strategy,