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About Our Client Brown-Forman:
Brown-Forman is one of the largest American-owned spirits and wine companies and sells its brands in more than 160 countries. Brown-Forman’s culture is a direct reflection of their deeply held core values of integrity, respect, trust, teamwork, and excellence. Their values permeate everything they do and guide their actions with employees, customers, and communities. Partner with this collegial company, building classic brands, where employees are recognized for their unique skills and talents while leaning on diverse teams and perspective to achieve success.
The Scotch/Slane Brand Ambassador serves as a dedicated brand resource focused on growing the BenRiach, GlenDronach, Glenglassaugh and Slane brands in the designated market. Through the direction of the Emerging Brands team and in collaboration with the Greenhouse Brand Ambassador Manager, the Brand Ambassador’s mission is to increase visibility and brand awareness among consumers and trade and to create trial and adoption opportunities within the off and on premise.
The Scotch/Slane Brand Ambassador will be looked upon as a trade and industry liaison and a key contact for national organizations such as the United States Bartender’s Guild (USBG). This individual will lead the brand’s efforts in attracting the interest and adoption of local scotch, cocktail and whisky accounts. He/she will conduct regular meetings and trainings with the distributor and trade to strengthen Brown-Forman’s position within these organizations.
The Scotch/Slane Brand Ambassador may also serve as the spokesperson for the brands with both trade and consumer media platforms.
Relationship Building, Sales and Advocacy
Liaise with the local on-premise Market Manager to help build the brands in top influencer accounts. Activities include:
Increase family of brands footprint through obtaining new points of distribution
Champion the on-premise and non-traditional/non-licensed event efforts (such as local events) by building lasting trade and consumer relationships within targeted accounts (consistent with target profile)
Support national initiatives in local market; serve as a host on scheduled visits to brand home places when applicable
Identify key market influencers and stakeholders, establish relationships and develop a network of brand evangelists
Support the distributor’s efforts to meet trade priorities and goals as defined in the brands’ standards
Support local market and distributor team in on and off premise blitzes
Work to establish and leverage brands as the expert in the category
Trade Engagement and Event Planning
Work with national accounts team through the Field Marketing Manager on drink strategy/design and event conceptualization and execution. The Ambassador will be responsible for supporting in the execution of any developed events
Identify potential trade programming and engagement opportunities
Planning and executing trade-focused events that will create brand awareness, encourage trial, build a following, and assist in development in brands’ social media bases
Represent the brands via participation in bartender/trade organizations
Identify, create and uncover brand-building opportunities in accordance with national platforms
Develop, present and oversee localized programs with a primary focus against on premise channel stakeholders, including on-premise sales teams, local mixologists and bartenders
Leverage brand & category expertise to assist in consumer facing activities targeting key influencers and adopters
PR and Media Spokesperson
Liaise with the Public Relations Manager and Digital Manager to help amplify brands’ public relations and digital platforms, which includes:
Spokesperson for brands in media appearances that include cocktails/mixology
Assistance in brand tool box development and ideation exercises
Support national level bartender competition and panel discussions
Host cocktail demonstrations, across digital platforms
Provide innovative recipe development with key trends and forecasting
Build and leverage a network of local bartenders and trade members through digital and social media and collaborate with the Social Interactive Manager to develop social/digital programming directly targeted at the bartender community
Category and Brand Trainings
Serve as brand/category/mixology expert and provide master class level training at the distributor, consumer and account level
Engage with trade through brand sampling, education, and training. Organize and serve as a host on trade visits to brands’ homeplaces
Consumer, Trade and Competitive Insights
Foster, maintain and share expert knowledge on competitor brands
Best practice sharing across North American Region (NAR)
Provide consumer/channel/competitive insights and communicate local market intelligence and competitive information to various stakeholders across NAR
Create and manage budgets for all individually developed programs. Manage ongoing allocation of program funds
Effectively forecast and allocate program resources against annual brand calendar
Ensure timely submission of required administrative deliverables including recaps and insights
Four years of experience within the whisky and whiskey category
Willingness to travel up to 30%
Creative thinker with an ability to innovate around the brand
Excellent public speaking, presentation and communication skills
Familiar with developing PowerPoint presentations
Able to collaborate and develop and maintain effective working relationships with all members of extended sales and brand teams
Sound financial skills and experience managing a budget
Willingness to work unconventional hours (late nights and weekends)
Strong networking skills and ability to build and maintain relationships within accounts, communities and organizations
Must have a valid Driver’s License, reliable transportation, and be able to drive/travel through the designated market area
Strong oral and written communication skills
Observes associate, customer/member, or supplier behavior
Enters and locates information on computer
Creates documents, reports, and event recaps
Ability to lift weight in excess of 40 lbs.
Ability to carry weight in excess of 40 lbs.
Ability to sit/stand for prolonged periods of time
Ability to pick up and transport Point of Sale (POS), event equipment, and product
This is a full-time position based on an annual contract with the client.
Additional Attributes for Success in the Position:
Develop and Maintain Key Channel/Customer Relationships: Develops and maintains lasting relationships with media, trade and consumer, key influencers
Motivated by Adding Value: Operates with a high level of energy on outcomes. Demonstrated enthusiasm for the organization through commitments and actions
Accountability: Works autonomously and delivers against predetermined brand and program goals
Consumer Orientation: Understands consumer targets of each brand and how brand and channel fit with consumer motivations by occasion
Professional Demeanor: Is timely for all meetings, well dressed, always practices responsible drinking habits, and prepares for meetings in advance.
Planning and Implementation: Links brand strategy, brand communication, and brand promise to experiential/episodic consumer events. Additionally, the Brand Ambassador is expected to participate in brand planning meetings from inception and ideation through execution to ensure that the experiential piece will work in the trade
Position Financials (Annual):
Base Salary: $ 55,000 – $ 65,000
Bonus Opportunity: $ 10,000
Auto Allowance: $ 6,600
Communication Allowance: $ 2,400
Benefits: Medical, Dental, Vision, 401K
Posted On: 12/3/2018
Position: Brand Ambassadors
Salary: $ 55,000 – $ 65,000
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